ANALISIS STRATEGI PEMASARAN PRODUK PEMBIAYAAN CICIL EMAS BERDASARKAN TEKNIK SWOT ( STUDI KASUS DI BANK MANDIRI SYARIAH KCP KEDOYA JAKARTA)

BayuMarutho, 1617203008 (2019) ANALISIS STRATEGI PEMASARAN PRODUK PEMBIAYAAN CICIL EMAS BERDASARKAN TEKNIK SWOT ( STUDI KASUS DI BANK MANDIRI SYARIAH KCP KEDOYA JAKARTA). Diploma thesis, IAIN.

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Abstract

Pemasaranmerupakansalahsatufaktor yang sangatpentingbagisuatuperusahaanuntukdapatmeningkatkan volume penjualan.Kompetisilembagakeuangantidakhanyaterjadipadaperbankankonvensionaltapijugaterasapadaperbankansyariah.PT. Bank SyariahMandirimerupakansalahsatulembagakeuangan bank yang menyediakanprodukpembiayaancicilemasuntukmemenuhikebutuhanmasyarakat yang inginmemilikiemassebagaiinvestasijangkapanjang.Dalammenghadapipersainganusaha yang semakinketat, perluadanyaidentifikasidalamstrategipemasarandenganberbagaifaktor, salahsatunyamelaluianalisis SWOT. Penelitianinimerupakanpenelitianlapangan (field research) denganpendekatandeskriptif-kualitatif.Untukmengumpulkan data, penelitimemperolehdaripengamatan, wawancara, kuesioner, dandokumentasi.Setelah data terkumpulkemudiandiolahmelalui proses: seleksi data, kategorisasi, deskripsi, danmatriks. Hasilpenelitianinimenunjukkanbahwastrategipemasaranprodukpembiayaancicilemaspada BSM KCP Kedoyamenggunakanmarketing mix 4P.Produkpembiayaancicilemasmerupakanfasilitas BSM untukmemilikiemaslantakan (logammulia) dengancaramencicil. Aspekharga, BSM memberipembiayaan 80% darihargaperolehanemas.Aspektempatlokasicukupstrategis.Aspekpromosi, BSM melakukanperiklanan, personal selling¸danpublisitas.Hasildarianalisis SWOT menunjukkanpadafaktor internal terdapatselisih 1,69danpadafaktoreksternalterdapatselisih 1,48. Dari hasiltersebut BSM KCP Kedoyaberadaposisikuadran 1 (positif, positif) yang menunjukkanposisisangatmenguntungkanperusahaansehingga yang harusdilakukan BSM KCP Kedoyaadalahstrategi SO (growth).Strategi SO yang dapatdilakukanyaitumempertahankandanmeningkatkankualitaspelayananproduk, memberikanedukasikhususnyatentangkeuntunganinvestasiemas, menjalinhubunganbaikdenganperusahaan-perusahaansekitardanmasyarakatpelakuusahasekitar, sertateknologisemakindikembangkan agar semakinmudahnyamasyarakatbisamengaksespembiayaancicilemas BSM. Kata Kunci :StrategiPemasaran, Analisis SWOT, Pembiayaancicilemas ANALYSIS OF MARKETING STRATEGY OF GOLD INSTALLMENT FINANCING PRODUCTS BASED ON SWOT TECHNIQUE (CASE STUDY IN BANK MANDIRI SYARIAH KCP KEDOYA JAKARTA) BayuMarutho NIM. 1617203008 Email: [email protected] DIII Study Program in Islamic Banking Management Islamic Faculty of Economics and Business The State Islamic Institute of Purwokerto ABSTRACT Marketing is one of the most important factors for a company to be able to increase sales volume. Financial institution competition does not only occur in conventional banking but also occurs in Islamic banking. PT. Bank SyariahMandiri is a bank institution that provides gold installment financing product to meet the needs of society who want to have gold as a long-term investment. In the face of increasingly fierce business competition, there needs to be identification in marketing strategies with various factors, one of them though SWOT analysis. This study was a field study with a descriptive-qualitative approach. To collect data, the researcher obtained from observations, interviews, questionnaires, and documentation. When the data were collected, they were processed through a process of: data selection, categorization, description, and matrices The result of this study indicate that the marketing strategy of gold installment financing products at BSM KCP Kedoya use marketing mix “4P”. product aspect, gold installment financing is a BSM facility to own gold (precious metals) in installments. Price aspect, BSM provides financing of 80% of the acquisition price of gold. Place aspect, the location is strategic. Promotion aspect, BSM carries out advertising, personal selling, and publicity. The results of the SWOT analysis showed that there were 1.69 differences in internal factors and 1.48 differences on external factors. Based on these results, BSM KCP Kedoya is in quadrant 1 position (positive, positive) which shows a very favorable position for the company, so that what must be done by BSM KCP Kedoya is an aggressive strategy. SO strategies that can be carried out are maintaining and improving the quality of product services, providing education specifically about the benefits of gold investment, establishing good relationships with surrounding companies and surrounding business communities, and technology is increasingly being developed so that people can easily access BSM gold installment financing.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Marketing Strategy, SWOT Analysis, Financing gold installments
Subjects: 600 Technology (Applied sciences) > 650 Management and auxiliary services > 658 General management > 658.8 Marketing
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Perbankan Syariah
Depositing User: ulfah rulli hastuti
Date Deposited: 27 Sep 2019 07:42
Last Modified: 27 Sep 2019 07:42
URI: http://repository.uinsaizu.ac.id/id/eprint/6151

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