Analisis Strategi Pemasaran Pembiayaan Murabahah pada Produk Cicil Emas dalam Meningkatkan Jumlah Nasabah: Studi Kasus BSI KCP. Medan Marelan

Abstract

The development of the world of Islamic banking in Indonesia has grown rapidly. Where Islamic banking products must have the right strategy. There is no visible marketing strategy that has taken place at BSI KCP. Medan Marelan where there has been a decrease in the number of gold installment product customers at BSI KCP. Medan Marelan and the lack of public understanding of the benefits of owning gold installment products. The background of this research is to find out the company's strategy in an effort to increase the number of customers of Cicil Emas products at BSI KCP. Medan Marelan.The research method used is field research (field research) which is descriptive qualitative. Data collection techniques were carried out through observation, interviews and documentation with the BSI KCP. Medan Marelan, Based on the results of the research conducted, it can be concluded that in maintaining and improving BSI KCP. Medan Marelan has several marketing strategies, namely using a marketing mix consisting of 7P (product, price, place, promotion, people, physical evidence, process)