Strategi Pemasaran Produk Kpr BTN Syariah Sejahtera iB Bagi Masyarakat Berpenghasilan Rendah Studi Kasus Bank BTN Syariah KCPS Cibinong

Abstract

 

The Sharia State Savings Bank (BTN) is a business unit that receives FLPP funds from the government, BTN Syariah is also a subsidiary of Conventional BTN Bank, which has become the second best bank in implementing the Subsidized Mortgage Program in Indonesia after Bank BTN Conventional. Bank BTN Syariah is the best Islamic bank that supports and implements programs provided by the government, namely the Housing Financing Liquidity Facility (FLPP) and the Ministry of Public Housing (KEMENPERA) which are intended for low-income communities and non-fixed income communities. This study aims to find out what the problems are and what solutions and strategies are used by Bank BTN Syariah Kcps Cibinong in carrying out the marketing of its superior product, namely subsidized mortgages aimed at MBR (low-income people). The results of this research have identified Internal and External Problems, internal problems and solutions consist of Funding (poor funding, funds provided, profit sharing), Marketing (business network, digital, product creativity), Performance (target target, time spent on marketing). real, sales). External problems and solutions consist of Covid (inflation, buying behavior, income), Developer (high selling price, house quality, location), Government (lack of supervision, funding support, policies).

Keywords: marketing strategy, subsidized mortgages, low-income people