Analisis Dampak Bunga Bank (Riba) Terhadap Perekonomian di Indonesia Studi Kasus pada BPRS Amanah Ummah Kantor Pusat Leuwiliang

Abstract

This study aims to determine how the Bank BPRS Amanah Ummah conduct marketing strategy in marketing the product pledge of gold, and whether the implementation of the strategy is able to influence the development of the number of customers at BPRS Amanah Ummah. This study uses primary data from interviews with Admin Pawn systematically to obtain data and information, as well as the use of secondary data from literature, books, and other sources relevant to this article. From these results, that the marketing strategy undertaken by BPRS Amanah Ummah is Product Strategy, Pricing Strategy, Location Strategy, Promotion, Service strategy, Process, and Physicl Evidence. So it is known that the product marketing strategy of gold pawn at Bank BJB Syariah Cabang Bogor is able to influence the development of the number of customers, is evidenced by the achievement of targets and an increase in turnover of Islamic business and growth of number of customers from year to year is increasing, and the way of promotion through verbal media is the best strategy to attract customers and increase revenues of the bank itself to pawn their gold at the BPRS Amanah Ummah, thus affecting the income of banks.

Keyword: Marketing Strategy, Gold Pawn, BPRS Amanah Ummah