STRATEGI PEMASARAN TABUNGAN HAJI DI BRI SYARIAH KCP AJIBARANG

WIJI ARDIASTUTI, NIM. 1 423204123 (2017) STRATEGI PEMASARAN TABUNGAN HAJI DI BRI SYARIAH KCP AJIBARANG. Diploma thesis, IAIN Purwokerto.

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Abstract

Hajj savings product is a special saving for people who want to perform the pilgrimage by using muḍarabah contract. The rapid development and the very tight market competititon requires that every financial institution must be creative in marketing its products. BRI Syariah KCP Ajibarang has a special marketing strategy that distungishes between BRI Syariah KCP Ajibarang with other financial institutions, that is by using the most important part approach in an organization and utilize the culture of the surrounding community. The method used in this paper is a qualitative research method, which is to develop the theory, then the data obtained from the observation directly in the field, either in the form of oral and written (documents). BRI Syariah KCP Ajibarang apply marketing strategy of savings pilgrimage by using marketing mix, that is mix of various elements of marketing: products strategy, pricing strategy, location and lay out strategy, and promotion strategy. While the specific strategy applied is by business partnership with KBIH, islamic boarding school and conventional bank. The things do not work perfectly, the constraints that hamper the marketing process is the prespective of people who still consider the difficulty of usingislamic banking and the lack of islamic bank office, so many people who do not know the existence of islamic banking.

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