<![CDATA[The COVID-19 pandemic created profound economic uncertainty that challenged household financial behavior and the sustainability of Islamic rural banking, raising the question of how and why public interest in saving evolved during this period at Bank Pembiayaan Rakyat Syariah Al-Washliyah Medan. This study employs a qualitative approach based on observations, in-depth interviews, and document analysis to examine the dynamics of saving behavior and the institutional strategies adopted by the bank. The findings demonstrate that public interest in saving increased during the pandemic, shaped by five interrelated dimensions—attention, interest, trust, conviction, and feelings of happiness—although limited household income constrained the ability of many individuals to save. The bank responded to these conditions through a marketing mix (4P) strategy involving product design, pricing, distribution, and promotion, complemented by direct community outreach and the use of digital platforms when school-based socialization was no longer feasible. The study argues that adaptive marketing strategies and strengthened trust-based relationships enabled the bank to maintain and even enhance saving behavior under crisis conditions, confirming the strategic relevance of socially embedded Islamic financial institutions during periods of systemic disruption.]]>
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