ANALISIS STRATEGI PEMASARAN DEPOSITO PADA BANK SUMUT KCP SYARIAH LUBUK PAKAM
DOI:
https://doi.org/10.30651/jms.v10i1.25398Abstract
Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan oleh Bank Sumut Kantor Cabang Pembantu Syariah Lubuk Pakam dalam memasarkan produk Deposito iB Ibadah. Fokus utama penelitian ini adalah menggali strategi pemasaran, tantangan, serta upaya yang dilakukan oleh bank dalam memasarkan produk tersebut. Metodologi yang digunakan dalam penelitian ini adalah kualitatif dengan pendekatan deskriptif. Temuan penelitian memberikan pemahaman lebih mendalam mengenai strategi pemasaran yang diterapkan oleh Bank Sumut dalam mempromosikan produk Deposito iB Ibadah, yang sesuai dengan prinsip syariah dan disesuaikan dengan bauran pemasaran (marketing mix) untuk menarik nasabah. Beberapa tantangan yang dihadapi oleh Bank Sumut KCP Syariah Lubuk Pakam dalam memasarkan produk ini antara lain persaingan yang ketat antar bank dan adanya persepsi masyarakat yang lebih mempercayakan dana mereka pada bank konvensional daripada bank syariah. Untuk mengatasi tantangan ini, bank berupaya meningkatkan strategi pemasaran dan memberikan pelatihan kepada karyawan untuk memperdalam pemahaman tentang konsep perbankan syariah.
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