MUSTOTINAH, NOVI (2024) STRATEGI PEMASARAN ISLAMI PRODUK GADAI EMAS DI BANK SYARIAH INDONESIA KCP BUMIAYU KABUPATEN BREBES. S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

As time goes by, financial institutions in Indonesia have experienced very
rapid development. Sharia Bank was established to prioritize Islamic standards in
collecting and distributing funds to the community. Pawning gold has a goal in the
idea of helping each other's community needs. The introduction of gold pawn
products requires an appropriate marketing strategy to increase the number of
customers. The aim of this research is to find out the Islamic marketing strategy for
gold pawning products and to find out the supporting and inhibiting factors for the
Islamic marketing strategy for gold pawning products at Bank Syariah Indonesia
KCP Bumiayu Brebes Regency.
Researchers conducted field research, with data collection techniques in this
research consisting of observation, interviews, and documentation. The data
analysis technique uses an inductive method; activity data analysis is carried out
after data collection and processed in such a way as to arrive at a conclusion.
The results of this research are the marketing strategy carried out by the BSI
KCP Bumiayu Brebes Regency marketing team for each product using a 4P
marketing mix strategy including product, price, place, and promotion, one of
which is the use of these 4Ps. on gold pawn products. The supporting factor when
carrying out the marketing strategy for BSI KCP Bumiayu was help from the head
office, which supplied funds to carry out promotions and branding for gold pawn
products at BSI. Meanwhile, the inhibiting factors for BSI KCP Bumiayu in
marketing gold pawning products are that it requires more effort to change the
stigma of people's mindsets, human resource problems, and the lack of interest in
gold pawning at BSI KCP Bumiayu, Brebes Regency.

Dosen Pembimbing: MAKHRUS, MAKHRUS | nidn0630038602
Item Type: Thesis (S1)
Uncontrolled Keywords: Islamic bank; marketing strategy; pawn
Subjects: H Social Sciences > HB Economic Theory
K Law > K Law (General)
Divisions: Fakultas Agama Islam > Hukum Ekonomi Syariah S1
Depositing User: Nur Hardiansyah
Date Deposited: 04 Apr 2024 03:17
Last Modified: 04 Apr 2024 03:17
URI: http://repository.ump.ac.id/id/eprint/16779

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