ANALISIS STRATEGI PEMASARAN PRODUK TABUNGAN HAJI DI MASA PANDEMI COVID-19 PADA BANK SYARIAH INDONESIA

Reza Zega, Akbar Ramdhan (2023) ANALISIS STRATEGI PEMASARAN PRODUK TABUNGAN HAJI DI MASA PANDEMI COVID-19 PADA BANK SYARIAH INDONESIA. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

MARKETING STRATEGY ANALYSIS OF HAJJ SAVING PRODUCTS IN THE COVID-19 PANDEMIC AT BANK SYARIAH INDONESIA ABSTRACT This study aims to determine the marketing strategy for Hajj savings products during the Covid-19 pandemic at Bank Syariah Indonesia. The subject of this research is Bank Syariah Indonesia Tambun Branch Office. This type of research is qualitative research. The type of data used is primary data, which was obtained by conducting interviews with the Consumer Relationship Banking Manager (CRBM) and General Support Staff (GSS) of Bank Syariah Indonesia Tambun Branch Office. The results of the SWOT analysis of the marketing strategy for Hajj Savings Products during the Covid-19 pandemic at Bank Syariah Indonesia, namely Strengths (BSI trust and reputation, extensive distribution network, and sharia expertise), Weaknesses (limited physical access during the pandemic and uncertainty about the pilgrimage journey), Opportunities (increased interest in safe investment and the role of digital technology), Threats (decreasing people's purchasing power and competition from similar products). Keywords: Marketing Strategy, Hajj Savings Products, Indonesian Sharia Bank

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