The banking business has experienced a significant increase in recent years. Banks must use marketing strategies that add value to the goods and services they offer customer. This added value will make customers choose attractive banks. This study aims to determine the application of the marketing strategy for the Easy Wadiah Bank Syariah Indonesia (BSI) KCP Banyumas Sokaraja savings product and to find out the constraints of Bank Syariah Indonesia (BSI) in marketing the Easy Wadiah savings product.
The type of research used for this research is descriptive research, the approach to this research is a qualitative approach. Data collection techniques in this study were interviews, observation and documentation. The data analysis technique used in this study uses an analytical model interactive, this model includes several stages, starting from data reduction, data presentation, data verification, to conclusion.
The results of this study show that BSI KCP Banyumas Sokaraja uses the 7P marketing strategy (place, product, price, promotion, people, process, and physical evidence) to increase the number of customers. However, this strategy has not been used fully, especially in the promotion of products that have not used social media as a promotional tool. There are two obstacles in the marketing strategy for Easy wadiah savings products, namely internal and external constraints. Internal constraints come from within the company where the company lacks promotion from Bank Syariah Indonesia (BSI) KCP Banyumas Sokaraja. While external constraints come from outside the company, the community does not know the advantages of the Easy Wadiah savings product, this can interfere with the marketing process.