Analisis Strategi Pemasaran dalam Meningkatkan Pembiayaan Multiguna ASN Khusus Sepeda Motor di PT Bank Sumut KCP Syariah Rantau Prapat
DOI:
https://doi.org/10.30651/jms.v9i5.24484Abstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan oleh PT Bank Sumut KCP Syariah Rantau Prapat dalam meningkatkan pembiayaan multiguna khusus untuk Aparatur Sipil Negara (ASN), dengan fokus pada pembiayaan sepeda motor. Produk pembiayaan multiguna sepeda motor bagi ASN merupakan salah satu produk unggulan bank yang ditujukan untuk memenuhi kebutuhan transportasi ASN dalam mendukung mobilitas mereka. Di tengah persaingan yang semakin ketat antar lembaga keuangan, strategi pemasaran menjadi faktor penting dalam upaya menarik minat calon nasabah dan meningkatkan penyaluran pembiayaan. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara mendalam dengan pihak manajemen bank, observasi, serta analisis dokumen terkait strategi pemasaran yang diterapkan. Hasil penelitian menunjukkan bahwa strategi pemasaran yang diterapkan meliputi promosi melalui berbagai saluran, termasuk media sosial dan kerja sama dengan instansi pemerintah, serta penguatan segmentasi pasar yang menargetkan ASN dengan kebutuhan spesifik. Selain itu, Bank Sumut KCP Syariah juga menawarkan produk berbasis syariah yang sesuai dengan prinsip-prinsip Islam, memberikan nilai tambah bagi nasabah yang mengutamakan aspek syariah dalam keuangan mereka.
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