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Purnama Putra
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Fakultas Agama Islam Universitas Islam 45 Bekasi Jl. Cut Meutia No. 83, Margahayu, Bekasi Timur, Kota Bekasi, Provinsi Jawa Barat
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At-Tamwil: Journal of Islamic Economics and Finance
Published by Universitas Islam 45 Bekasi
ISSN : -     EISSN : 29632285     DOI : https://doi.org/10.33558/attamwil.v1i2
Core Subject : Economy,
Economics, Econometrics & Finance
This journal focused on Islamic Economics and Finance Studies and present developments through the publication of articles. Specifically, the journal will deal with topics, including but not limited to Islamic law on Islamic Banking, Islamic Marketing, Islamic Human Resources, Islamic Finance, Zakah, Waqf, Poverty Alleviation, Islamic Public Finance, Monetary Economics, Economic Development, Maqasid al-Shariah, Institutional Economics, Islamic management, Behavioural Economics and Finance, Corporate Governance, Risk Management, Shariah issues, Financial Engineering, Securitization and Sukuk, Islamic Capital Markets, Insurance and Takaful, Regulatory Issues, Corporate Social Responsibility in Islam and other topics which related to this area. The journal is intended to communicate original research and current issues on the subject. This journal warmly welcomes contributions from scholars of related disciplines.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 42 Documents
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Efektivitas Pemasaran Produk Tabungan Syariah BATARA iB BTN Pada Masa Pandemi Yusuf, Junaedi; Isnandar, Fajri Ryan
At-Tamwil: Journal of Islamic Economics and Finance Vol 4 No 1 (2025): At-Tamwil: Journal of Islamic Economic and Finance
Publisher : LPPM Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/attamwil.v4i1.11353

Abstract

This research aims to analyze the marketing strategy of the Bank Tabungan Negara (BTN) Batara iB product during the COVID-19 pandemic, focusing on a case study at BTN Syariah Branch Office (KC) Bekasi. The research employs a field research method with a descriptive qualitative approach. Data were collected through direct observation and interviews with key stakeholders. The identified marketing strategies include direct selling methods such as cross selling, open table, door-to-door, and personal selling. The study also applies the marketing mix framework, which includes four main elements: product, price, place, and promotion. The findings indicate that conventional marketing activities were limited due to pandemic restrictions, prompting BTN Syariah KC Bekasi to shift its marketing strategies to digital platforms. The promotion of the Batara iB product was carried out through social media channels such as the official website, Instagram, Facebook, and YouTube. This digital transformation is seen as a strategic adaptation to social distancing measures and the increasing digitalization of banking services. The online marketing approach proved effective in maintaining product visibility and reaching a broader customer base. This study is expected to serve as a reference for developing sharia banking marketing strategies during crises and in post-crisis periods.
Strategi Pemasaran Pada Produk Pembiayaan Kesejahteraan Pegawai (PKP) Di Bank Jawa Barat Dan Banten Syariah Anggraini, Rini; Putra, Purnama
At-Tamwil: Journal of Islamic Economics and Finance Vol 4 No 1 (2025): At-Tamwil: Journal of Islamic Economic and Finance
Publisher : LPPM Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/attamwil.v4i1.11354

Abstract

Companies and banks are required to be able to make marketing strategies in providing or improving services to customers so that the company's goals can be achieved. The applied marketing strategy must be reviewed and developed in accordance with market developments and the market environment. The purpose of this study is to determine the Marketing Strategy Analysis of Employee Welfare Financing Products (PKP) at Bank Jawa Barat and Banten Syariah Sub-Branch Office Cikarang. This study uses a combination method (Mix Methods). Data is analyzed through SWOT analysis. From the research results show that there are internal factors and external factors of Bank BJB Syariah KCP Cikarang in marketing the product of Employee Welfare Financing (PKP). Bank BJB Syariah KCP Cikarang in marketing Employee Welfare Financing (PKP) products applies a 4P Marketing mix, namely Product, Price, Place and Promotion. Based on the results of the scoring weighting that has been done through the IFE matrix and the EFE matrix, it is known that the identified internal factors and external factors are 1.02 and -0.08, so the results are that Bank BJB Syariah KCP Cikarang is in quadrant 2 position where Bank BJB Sharia KCP Cikarang in marketing PKP products is in a strong position but still has to face challenges or threats. Marketing strategy analysis resulting from the SWOT analysis method with the SWOT matrix conducted by Bank BJB Syariah KCP Cikarang in the face of competition with other banks that have similar financing products, namely by creating a strong Brand Image, increasing PKP product promotions both through publications and socialization.

Page 5 of 5 | Total Record : 42

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