Evaluasi Strategi Penetrasi Pasar Bank Syariah di Wilayah Pedesaan (Studi Kasus di BPRS Bhakti Sumekar KCP Pragaan)

Abstract

Islamic Rural Banks (BPRS) play an important role in enhancing Islamic financial inclusion and local economic development in rural areas. However, BPRS face significant challenges in expanding their market share, such as low financial literacy among the community, limited infrastructure, and competition with conventional banks. Therefore, evaluating the market penetration strategies of BPRS is crucial to ensure the successful expansion of Islamic financial services in rural areas. This study aims to evaluate the effectiveness of the market penetration strategies implemented by BPRS Bhakti Sumekar KCP Pragaan in rural areas. The research problems include: how are the market penetration strategies applied by BPRS Bhakti Sumekar KCP Pragaan in rural areas, and what challenges and opportunities are encountered in implementing these strategies. This research uses a descriptive qualitative approach through a case study at BPRS Bhakti Sumekar KCP Pragaan. Data were collected through in-depth interviews, observations, and documentation involving BPRS management, marketing staff, customers, and members of the rural community. The results of the study show that the market penetration strategies implemented by BPRS Bhakti Sumekar KCP Pragaan include social and personal approaches through direct outreach to the community, utilization of local and digital media, and regular promotional activities. The study also identifies key challenges such as low financial literacy, limited geographic access, competition with conventional banks, and limited technological adoption among rural communities. Nevertheless, there are significant opportunities that can be leveraged, including the strong Islamic values of the community, high demand for microfinance, and government support for Islamic financial inclusion. These findings provide a comprehensive overview of the successes and constraints in implementing market penetration strategies by BPRS in rural areas.