<![CDATA[Bank Syariah Indonesia (BSI) provides financing services for purchasing gold known as BSI gold installments (cilem). Cilem is a funding service that allows gold ownership with an installment payment system. This product scheme is based on a murabahah contract as the basis of the agreement, with the use of a rahn (pawn) agreement as a collateral binder. The gold used is gold bullion, bullion and Antam precious metals, where the initial payment is 20%, while the remaining 80% can be paid in installments. This research aims to find out how Cilem's marketing strategy affects people's interest in becoming Cilem customers at BSI KCP Probolinggo. This research method uses descriptive qualitative, data collection techniques used include interview techniques, observation and documentation carried out with BSI KCP Probolinggo. The research results show that the Wa blast cilem offering strategy is the most effective strategy for existing customers, meanwhile the personal selling approach is the most effective strategy for attracting new customers at BSI KCP Probolinggo. With these two strategies, it is the best and most reducible strategy for long-term investment]]>
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