STRATEGI PEMASARAN PRODUK PEMBIAYAAN MIKRO DI BANK SYARIAH INDONESIA

Alfeorkhan, Alif Rezky (2025) STRATEGI PEMASARAN PRODUK PEMBIAYAAN MIKRO DI BANK SYARIAH INDONESIA. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

Alif Rezky Alfeorkhan. 41182933200016. MARKETING STRATEGY OF MICRO FINANCE PRODUCTS AT BANK SYARIAH INDONESIA. ProgramStudi Perbankan Syariah.Faculty of Islamic Studies.UNISMA Bekasi.2025. This research aims to formulate and evaluate the marketing strategy of microfinanceproductsat BankSyariahIndonesia (BSI)KCPJakarta Rawamangun.This research focuses on internal and external factors that influence the marketing of microfinance products and formulates an optimal strategy to increase market penetration. The main objective of the research is to identify the strengths, weaknesses, opportunities, and threats in marketing these products. The research method employed a combination of qualitative and quantitative approaches (mix methods), with a primary emphasis on SWOT analysis, complemented by IFAS and EFAS matrices to provide a comprehensive evaluation of the strategic factors. Data collection methods included observation, interviews, questionnaires, and documentation studies. The SWOT matrix was applied to formulate relevant marketing strategies tailored to the company's internal and external environment. The results indicated that BSI KCP Jakarta Rawamangun's microfinance products are positioned in quadrant IB Stable Growth in the internal and external strategy quadrant analysis table, suggesting an aggressivestrategyas theprimary approach.This strategy enablesthe banktocapitalize on significant internal strengths, thereby maximizing opportunities. The calculation demonstrates that the Strength-Opportunity (S-O) element possesses the highest value, thus validating the implementation of a marketing mix that supports an aggressive strategy to boost sales of microfinance products. Keywords: Islamic Bank, EFAS, IFAS, Microfinance, Islamic Banking, Marketing Strategy, SWOT

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