Analisis Strategi Pemasaran Produk Pembiayaan Paket Ibadah Umrah (PPIU) Pada PT. BPRS Artha Madani Cabang Bekasi

Maemunah, Umi Khana (2024) Analisis Strategi Pemasaran Produk Pembiayaan Paket Ibadah Umrah (PPIU) Pada PT. BPRS Artha Madani Cabang Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This research aims to understand the marketing strategy employed by Bank BPRS Artha Madani KC Bekasi in their umrah financing package product to increase the number of customers. The research seeks to answer how BPRS Artha Madani umrah financing package product marketing strategy is implemented. The researcher uses a qualitative descriptive research method to collect data and information in the field. The obtained data and information are primary and secondary. Primary data is obtained through direct interviews with the branch manager, business head, and other predetermined employees, as well as field observations. Secondary data and information are acquired through documentation and literature studies. This data and information are then analyzed using a SWOT analysis. This research is expected to be used by the company as an evaluation material for performance and human resource improvement in marketing strategies or service quality to fulfill customer satisfaction. The research results indicate that the marketing strategy used by PT. BPRS Artha Madani in marketing the umrah financing package includes: product marketing, price marketing, place marketing, and promotion marketing. The inhibiting factors are the high cost of the offered packages and unfavorable conditions. From the SWOT analysis, it is shown that the marketing strategy for PT. BPRS Artha Madani's umrah financing package is quite good, building and collaborating with similar business partners. However, threats and obstacles are still found in the service process, but they can be easily overcome if the management can implement a service strategy for its pilgrims by planning marketing strategies related to strengthening the company's internal service management and enhancing cooperation with relevant parties.

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