Marketing strategy has a very important role for the success of the company which must be reviewed and developed in accordance with market developments and the market environment. There is an increase in the price of gold bullion every year so that there are institutions that lack the authority to take advantage of this condition. So that the creation of innovative banks to make gold savings products for people who want to own gold. Islamic banks in Indonesia still have many problems that need to be fixed together with everyone so that they require a very good marketing change to further increase public awareness and maintain customer loyalty and achieve targets. The purpose of this study was to determine the sharia marketing strategy in increasing customer loyalty and to determine the inhibiting factors in increasing customer loyalty to IB Bima Emas financing products at Bank Jateng Syariah Purwokerto Branch Office.
This research is a type of a field research with interview, observation and documentation data collection techniques. Data analysis used and inductive approach, the subject of this study was at Bank Jateng Syariah Purwokerto Branch.
The result of this study indicate that the strategies used by the marketing party of Bank Jateng Syariah include siddiq, amanah, tabligh, fathonah, syaja’ah wich are very good for increasing customer loyality. But be hind it all, there are still facts from this study proving that there are many obsctacles faced by Bank Jateng Syariah Purwokerto Branch Offices, especially in the marketing field such as the lack of public understanding of the central java syariah bank system, lack of public interest in owning gold bullion, and hampered brochure printing processes.