STRATEGI PEMASARAN PRODUK PEMBIAYAAN MURABAHAH PADA USAHA MIKRO DAN KECIL DI BRISYARIAH KCP CILACAP

Desi, Indah Purwati (2019) STRATEGI PEMASARAN PRODUK PEMBIAYAAN MURABAHAH PADA USAHA MIKRO DAN KECIL DI BRISYARIAH KCP CILACAP. Skripsi thesis, IAIN Purwokerto.

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Abstract

Micro business financing is bank financing to customers or customers candidate who have businesses or employees for productive and multipurpose nedds. In financing product in the BRISyariah Cilacap sub branch office, mura<bahah financing is a product that is demand by customers. The contract that is used at the BRISyariah Cilacap sub branch office is mura<bahah bil wakalah. Transparency at the bank is demonstrated by providing correct information with customer data. The objectives of this study are to know what strategies are implemented by BRISyariah Cilacap sub branch office and how the SWOT analysis of the mura<bahah financing product development strategy MSMEs. This study used descriptive qualitative with a deductive pattern is taken from general statements then specific conclusion drawn. Data collection techniques is derived from observation, interview with BRISyariah sub branch office employess, documentation related to the research. Based on the research and discussion that has done, it can be concluded that the development strategy of mura<bahah financing product in micro and small businesses in BRISyariah Cilacap sub branch office by doing industrial design to maximize product function, insignificant architectural development, internal and external strategies. Internal strategy such as conducting discussions or briefing between the bank and the employess of the AOM before starting an action to make planning in setting targets and providing the brochures and banners. Whereas the external strategy is to promote through advertising, marketing and direct sales, publicity and personal selling, conducting market raids and conducting a cash pickup strategy and SWOT analysis by optimizing product quality and service quality.Based on conclusions above, so BRISyariah Cilacap sub branch office emphasizes again the salient characteristics of financing product compared to other banks, excellent service and optimizes the function of the product by organizing the entrepreneurs to increase their income.

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