<![CDATA[The rising costs of performing the Hajj have prompted the Muslim community to adopt targeted and sustainable financial planning. To address this need, BSI KCP Pasuruan Balaikota has introduced a Sharia-based gold investment program as a means of Hajj planning that integrates spiritual values with the principles of Sharia marketing. This study aims to analyze the success of Sharia marketing in the gold investment program for Hajj planning at BSI KCP Pasuruan Balaikota. The study employs a descriptive qualitative approach with data collection techniques including observation, interviews, and documentation. The research informants consisted of internal bank staff and customers using the gold investment program. The results indicate that the success of the program’s Sharia marketing is demonstrated through the application of the principles of honesty, transparency, spirituality, and education in marketing activities. Marketing strategies were implemented through direct outreach, a religious approach, services grounded in Islamic values, and efforts to strengthen customer trust in sharia investment products. The gold investment program is viewed not merely as a financial instrument but also as a means of preparing for worship that holds spiritual blessings. The findings indicate that the integration of gold investment with spiritual values enhances public interest and trust in sharia banking services.]]>
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