ANALYSIS OF MARKETING STRATEGY OF SHARIA FINANCING PRODUCTS IN INCREASING COMPETITIVENESS OF LKS: STUDY AT BANK SYARIAH INDONESIA MEDAN BRANCH

Authors

  • Khopipah Rahmah Universitas Terbuka
  • M. Zidny Nafi' Hasbi UIN Siber Syekh Nurjati Cirebon

Keywords:

Competitiveness, Sharia Financial Institutions, Sharia Financing

Abstract

Competition in the banking industry encourages Islamic Financial Institutions (LKS) to continue to improve their competitiveness, especially through marketing strategies for Islamic financing products. Bank Syariah Indonesia (BSI) as a result of the merger of several national Islamic banks has challenges as well as opportunities in strengthening its position in the market. This study aims to analyze the marketing strategy for Islamic financing products implemented by BSI Medan Branch in an effort to improve the competitiveness of LKS. This study uses a qualitative approach with an in-depth interview method with several key informants consisting of branch managers, financing managers, and marketing staff. The results of the study indicate that the strategies used include the implementation of a sharia marketing mix (product, price, promotion, and distribution) that is adjusted to local characteristics and digital technology. Promotion strategies through social media, community cooperation, and financial literacy are the keys to attracting new customers. This study concludes that adaptive marketing strategies, based on Islamic values, and support from digital technology play an important role in improving the competitiveness of BSI as an LKS. The implications of this study indicate the importance of developing locality-based and digital marketing strategies to expand reach and increase public trust in Islamic financial institutions.

References

Amanda, NC, & Zen, M. (2023). Strategi Pemasaran Produk Pembiayaan Murabahah BSI (Bank Syariah Indonesia) di Medan Tembung Sumatera Utara. Mudabbir: Jurnal Manajemen Dakwah, 4(1).

Asrin, A. (2022). Metode Penelitian Eksperimental. Maqasiduna: Jurnal Pendidikan, Humaniora, dan Ilmu Sosial. https://doi.org/10.59174/mqs.v2i01.24

Dwiyanti, U. (2023). Strategi Pemasaran Produk Tabungan Batara Ib Akad Wadi’ah Yad Dhamanah di Bank Tabungan Negara Syariah Kapten A Rivai Palembang. Jurnal Ekonomi, Bisnis, Manajemen dan…, 2(1).

Hidayatullah, M.F., Indahwati, A., Setianingrum, N., & Ahmadiono, A. (2023). Strategi Pemasaran Produk Mitraguna di Bank Syariah Indonesia. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Islam, 6(2). https://doi.org/10.47467/alkharaj.v6i2.4123

Jalal, A., & Rokan, MK (2022). Implementasi Strategi Pemasaran Bank Syariah Indonesia Kcp Medan Pulo Brayan Dalam Meningkatkan Pembiayaan Usaha Mikro. Jurnal Penelitian Administrasi Publik, 2(8.5.2017).

Marcelliana, V., Adzani, N.N., Zahra, S.M., Massaid, H.N., Badriyyah, N., Benita, R., Sukarto, M., Fitriani, C.N., & Bayhaqi, T.A.R. (2023). Penerapan Perlindungan Konsumen Bagi Pelanggan PT. Bank Syariah Indonesia. Jurnal Publikasi Ilmu Hukum, 1(2).

Murdiyanto, E. (2020). Metode Penelitian Kualitatif (Sistematika Penelitian Kualitatif). Di Yogyakarta Pers.

Rijadi, P.K., & Anwar, S. (2021). Analisis Faktor-Faktor Yang Mempengaruhi Nasabah Non Muslim Dalam Memilih Bank Syariah Dan Implikasinya Terhadap Strategi Pemasaran (Studi Kasus Pada PT Bank

Syariah Mandiri). Jurnal DIRHAM Ekonomi Islam, 1(2). https://doi.org/10.53990/djei.v1i2.76

Riyaldi, R., Aravik, H., & Choirunnisak, C. (2022). Analisis Strategi Pemasaran Pembiayaan Murabahah Pada Bank Syariah Indonesia (Studi Kasus Bank Syariah Mandiri KC Simpang Patal Palembang). Jurnal Ilmiah Mahasiswa Perbankan Islam (JIMPA), 2(2). https://doi.org/10.36908/jimpa.v2i2.82

Sari, D. N., & Fasa, M. I. (2023). Analisis Konten Instagram sebagai Strategi Pemasaran Digital Bank Syariah Indonesia. Jurnal Manajemen dan Bisnis (JMB), 4(1). https://doi.org/10.57084/jmb.v4i1.936

Sinaga, G. G., Jusuf, A. S., Kornelius, Y., & Tarina, D. D. Y. (2023). Analisis Peran Otoritas Jasa Keuangan dalam Perbankan sebagai Upaya Perlindungan Data Pribadi Nasabah Bank (Studi Kasus Kebocoran Data Nasabah Bank Syariah Indonesia). Jurnal Pendidikan Tambusai, 7(3).

Susanti, D., & Lubis, H. (2021). Strategi Pemasaran Bank Syariah dalam Meningkatkan Minat Generasi Milenial di Era Digital. Islamic Business and Finance, 2(2). https://doi.org/10.24014/ibf.v2i2.16317

Vanni, K. M., & Nadan, V. S. (2023). Efektivitas Strategi Pemasaran Perbankan Digital Bank Syariah di Indonesia. Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 3(2). https://doi.org/10.36908/jimpa.v3i2.197

Downloads

Published

2025-07-04

Issue

Vol. 1 No. 2 (2025): Asri International; Journal Of Economic, Business, And Management

Section

Articles

License

Copyright (c) 2025 Khopipah Rahmah, M. Zidny Nafi' Hasbi

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

 

Asri International: Journal of Economic, Business, and Management follows a [type of license, e.g., Creative Commons Attribution 4.0 International License (CC BY 4.0)] for all published articles. Under this license:

  1. Copyright and Ownership
    Authors retain full copyright over their work. However, by submitting to the journal, authors grant the journal the right to publish and distribute the article globally in any medium.

  2. Attribution
    Articles published in Asri International may be shared, distributed, and adapted by others, provided the original author(s) and source are properly credited.

  3. Non-Exclusive License
    Authors are free to submit their articles to other journals or platforms. The license provided to Asri International is non-exclusive, meaning authors can retain the right to republish or reuse the article elsewhere.

  4. Commercial Use
    Commercial use of the published content is prohibited unless explicitly allowed by the author or agreed upon in a separate arrangement.

  5. Changes to the License
    Any future changes to the licensing terms will be updated on this page, and authors will be notified accordingly.