STRATEGI PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN ZAITUN DI PT. BPRS RIYAL IRSYADI

WULANDARI, TRI (2022) STRATEGI PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN ZAITUN DI PT. BPRS RIYAL IRSYADI. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the strategy of internal and external factors, as well as to know the strategy that must be carried out by the Riyal Irsyadi BPRS bank in increasing the number of customers on olive savings products. This study uses a qualitative method (field research) with a mix method approach and the application of qualitative SWOT analysis and quantitative SWOT analysis on the olive savings product of BPRS Riyal Irsyadi . The data collection technique used is interview (interview), questionnaire (questionnaire), and documentation. The resource persons in this study were employees of BPRS Rival Irsyadi from the Marketing Funding section. The results showed that the marketing strategy for olive savings products at Bank BPRS Riyal Irsyadi in increasing the number of customers is to carry out pick up services, provide excellent service (service excellent), innovate products, add office networks, modify digital based products, as well as making all Islamic Bank Riyal employees as ―marketing funding‖ utilizing and using social media to market BSR products. In addition, in marketing its products, a marketing mix strategy is applied, which consists of 4P, namely product strategy (Product), price strategy (Price), place strategy (Place) , and promotion strategy (Promotion). The results of the SWOT analysis produce four alternative strategies that can be carried out by Riyal Irsyadi‘s BPRS, namely the SO strategy, WO strategy, ST strategy, and WT strategy. With this, the most appropriate strategy is carried out by BPRS Riyal Irsyadi in carrying out the strategy, namely supporting the SO strategy, which is a very profitable situation for the company.

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