MARKETNG STRATEGY THROUGH THE IMPROVEMENT OF PRODUCT QUALITY FOR HAJJ SAVINGS BNI iB BAITULLAH HASANAH AT BNI SYARI’AH BANK KC PURWOKERTO

Alvie Fitria, Fajrianti (2017) MARKETNG STRATEGY THROUGH THE IMPROVEMENT OF PRODUCT QUALITY FOR HAJJ SAVINGS BNI iB BAITULLAH HASANAH AT BNI SYARI’AH BANK KC PURWOKERTO. Diploma thesis, IAIN Purwokerto.

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Abstract

The currently economic activities in Indonesia, especially in the banking sector has grown rapidly, it is proved by the tight competition. Therefore it takes marketing activity to face the increasing competitor from time to time. Competitors will increasingly aggressively conduct marketing efforts in order to market their products. From these marketing activities it is expected that the bank can make a profit. As one of the latest Syari’ah Bank established in Purwokerto compared to other Syari’ah Bank such as Muamalat Bank, BRI Syari’ah Bank and Mandiri Syari’ah Bank, BNI Syari’ah Bank still have to aggressively marketing its products, especially on Hajj Saving. People tend to prefer old Banks to perform Hajj services rather than in new Banks. In this case the BNI Syari’ah Bank prioritize on the quality of its products by issuing an ATM card, which is not owned by other Syari’ah Bank, called The Hajj and Umrah Card. BNI Syari’ah Bank is already cooperation with Arab Saudi Bank is it Al-Razi Bank, so the pilgrims will be easier in making cash withdrawals through ATMs and other transactions while in Tanah Suci. The purpose of writing this Final Report is to find out How The Marketing Strategy through The Improvement of Product Quality for Hajj Savings BNI iB Baitullah Hasanah at BNI Syari’ah Bank KC Purwokerto. Data collection techniques in this study are using observation, interviews, and documentation. This research uses descriptive qualitative analysis method. Can be concluded that the marketing strategy using elements of 4p are product, price, price, place and promotion. In addition to improving the quality of products using 8 dimensions of performances, privileges, circumstances, confirmation, durability, ability, service, aesthetics, and perceived quality.

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