ANALISIS STRATEGI PEMASARAN PRODUK TABUNGAN JUNIOR BANK SYARIAH INDONESIA DI BANK SYARIAH INDONESIA MAKASSAR

Abstract

This study aims to find out the marketing strategy and the obstacles encountered in marketing junior savings products at the Makassar Veteran Sharia Bank Indonesia (BSI). The type of research used is a qualitative research method with a qualitative descriptive approach, collecting primary data using the method of observation, literature study, documentation and interviews with Customer Service (CS) at Bank Syariah Indonesia (BSI) Makassar Veterans. The results of this study found that the Junior Savings marketing strategy carried out by Bank Syariah Indonesia (BSI) Makassar Veterans used a marketing mix system which is commonly referred to as the 4P model. The 4P model, which was originally a goods marketing mix, was expanded to 7P for use in service marketing (Product, Price, Place, Promotion, People, Processe & Physical Efficiency). Even though Bank Syariah Indonesia (BSI) has used a strategy in its marketing, it is still experiencing some obstacles. The obstacles faced by Bank Syariah Indonesia (BSI) Makassar Veteran in marketing Junior Savings products are the many foreign exchange products that are more familiar/varied and lack special promotion in promoting Junior Savings Products at Bank Syariah Indonesia (BSI) Makassar Veteran.