STRATEGI PEMASARAN PRODUK TABUNGAN TASBIH UMRAH iB PADA BANK SUMSEL BABEL CABANG PEMBANTU SYARIAH MUARA KELINGI

Abstract

Strategy in marketing is a way to win the competition, a strategy is needed in sharia business, as long as the strategy does not justify any means, does not use vanity methods, does not commit fraud and lies, and does not oppress other parties.

This type of research is qualitative. The qualitative research is research that is intended to understand the phenomenon of what is experienced by the research subject holistically and by means of description in the form of words and language in a special natural context and by utilizing various scientific methods.

The results of the research are the marketing strategy carried out by the Bank Sumsel Babel Syariah Sub-Branch, especially in the Umrah savings product, by using the target market, namely using segmentation, targeting and positioning strategies. In addition, by developing a marketing mix or marketing mix consisting of four elements, namely product, price, distribution and promotion, which by using the formulation of the marketing strategy aims to attract and maintain customer loyalty. The inhibiting factor for the Tasbih Umrah iB savings product is the issue of costs and the intention of the community itself to perform Umrah. Thus, there are still many of the people of Muara Kelingi who live below the sufficiency line. While the supporting factors for the development of the Tasbih Umrah iB savings product are the Muslim majority Muara Kelingi Community, all Muslims have the intention to perform Umrah, the procedure for opening a Tasbih Umrah savings account is not complicated, and the initial deposit is light.

Keywords: Marketing Strategy, Tasbih Umrah Savings IB