<![CDATA[This study examines the implementation of marketing strategies for the Tabungan iB Hijrah Haji product at Bank Muamalat Sumber Branch, which is based on Sharia principles. The study was motivated by the increasing competition among Islamic banks offering Hajj savings products and the need to develop strategies that are both competitive and compliant with Islamic values. Using a qualitative descriptive method with a case study approach, this research collected data through field observation, in-depth interviews with branch managers, marketing officers, and customers, as well as documentation such as reports and archives. Data were analyzed using three stages: data reduction, data presentation, and verification to ensure validity and accuracy of the findings. The findings reveal that Bank Muamalat Sumber Branch implements a holistic marketing strategy that integrates educational, spiritual, and digital approaches. Collaboration with religious institutions such as KBIHU, the Ministry of Religious Affairs, and BPKH strengthens customer trust. At the same time, digital promotion through social media, the official website, and live interaction platforms effectively reaches broader audiences. Key product features—such as low initial deposits, no administrative fees, and simple account-opening procedures—encourage customer satisfaction and foster strong word-of-mouth promotion. The application of Sharia principles in marketing practices reflects ethical integrity through the avoidance of gharar (uncertainty), maysir (speculation), and riba (usury). Transparency, fairness, and honest communication serve as the foundation of the bank’s service ethics, aligning business objectives with spiritual values. This synergy between Sharia compliance and strategic innovation reinforces Bank Muamalat’s position as a trusted Islamic financial institution. It demonstrates that ethical, faith-based marketing can drive sustainable growth and customer loyalty..]]>
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