Analisis SWOT Strategi Pemasaran Produk Perbankan Syariah di Era Society 5.0 (Studi Kasus PT Bank Syariah Indonesia KC Bengkulu S Parman)

Hajjatul Aini, Nurul Hak, Yenti Sumarni

Abstract


The purpose of this research is to determine the supporters, obstacles and efforts of PT Bank Syariah Indonesia KC Bengkulu S Parman in marketing BSI Easy Wadiah Savings products in overcoming the marketing of BSI Easy Wadiah Savings products in the era of society 5.0. This research uses qualitative methods by collecting primary data, direct interviews with BSI and secondary data in the form of journals, scientific works and books related to the discussion. The data analysis technique used is descriptive analysis method and SWOT analysis. The research results showed that the identification of these internal factors resulted in 5 (five) strengths and 1 (one) weakness. Meanwhile, the results of identifying these external factors produced 4 (four) opportunities and 2 (two) threats for PT Bank Syariah Indonesia KC Bengkulu S Parman.


Keywords


SWOT Analysis, Sharia Banking, Marketing Strategy

Full Text:

PDF

References


Abdullah, T. dan Tantri, F. 2016, Manajemen Analisis Strategi Pemasaran dalam Pasar Global Pemasaran

Abdussamad, Z. 2021, Metode Penelitian Kualitatif. Edisi 1. Makassar: CV. Syakir Media Press.

Išoraitė, M. 2016, Marketing Mix Theoretical Aspects, International Journal of Research - Granthaalayah, 4(6), 25–37.

Kotler, P. & Keller, Kevin Lane, 2008, Manajemen Pemasaran. Edisi Ketiga. Jakarta: Erlangga.

Mertha Jaya, I Made Laut, 2020, Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Quadrant.

Muhammad, S. 2008, Matriks Dan Skenario dalam Strategi. Yogyakarta: Unit Penerbit dan Percetakan STIM YKPN.

Mulyana, Mumuh. 2019a. Segmentasi Pasar, Penargetan Pasar dan Pemosisian.

Mulyana, Mumuh. 2019b. Strategi Promosi dan Komunikasi.

Purmianti, A.T. & Fahlevi, R. 2022, Analisis SWOT Dalam Strategi Pemasaran Produk Tabungan BTN Batara iB pada Bank BTN Syariah, At-Tamwil: Journal of Islamic Economics and Finance, 1(1), 84-100.

Rahim, E. & Mohamad, R. 2021, Strategi Bauran Pemasaran (Marketing Mix) dalam Perspektif Syariah, Mutawazin (Jurnal Ekonomi Syariah), 2(1), 19.

Rambe, D.N.S. & Aslami, N. 2022, Analisis Strategi Pemasaran dalam Pasar Global, El-Mujtama: Jurnal Pengabdian Masyarakat, 1(2), 213–223.

Solihin, I. 2012, Manajemen Strategi. 1 ed. Bandung: Erlangga.

Soter Sihombing, N. dkk, 2022, Pemasaran Digital. Jawa Tengah: Pena Persada.




DOI: http://dx.doi.org/10.33087/ekonomis.v8i2.1786

Refbacks

  • There are currently no refbacks.


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

Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: LPPM Universitas Batanghari, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: ekonomis.unbari@gmail.com, Phone: 0741-670700

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