Analisis pemasaran produk tabungan haji muda pada Bank syariah indonesia kcp bogor kota wisata

Nursaidah, Siti (2024) Analisis pemasaran produk tabungan haji muda pada Bank syariah indonesia kcp bogor kota wisata. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

Young Hajj Savings is a sharia banking product designed to make it easier for the younger generation to plan the hajj pilgrimage through an affordable and flexible savings scheme. The focus of this study is to understand how BSI formulates and implements the marketing of the product. The research method used is a qualitative method with data collection techniques in the form of in-depth interviews and direct observation. The main informant in this study was the marketing manager of BSI KCP Bogor Kota Wisata. This approach allows researchers to get a comprehensive picture of the marketing process from the bank's perspective. The results of the study show that the marketing of the Young Hajj Savings product at BSI KCP Bogor Kota Wisata prioritizes a personal and educational approach, especially through a financial literacy campaign targeting young people. In addition, BSI's digital service support also increases the ease of access and convenience for customers in opening and managing savings. However, there are challenges in terms of increasing awareness of the younger generation regarding the importance of saving for the purpose of hajj at a young age. This research states that Bank Syariah Indonesia's marketing of the Young Hajj Savings product is still not optimal in increasing the number of young customers. Efforts to increase education and awareness regarding the benefits and importance of early Hajj planning are essential steps. Apart from that, the strategy of using digital media effectively and a more personal approach is seen as an important element that can support the successful marketing of this product in the future.

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