Strategi Pemasaran Produk Tabungan Sinar Ib Wadi’ah Dalam Meningkatkan Jumlah Nasabah Pada PT. Bank Riau Kepri Syariah Cabang Siak Sri Indrapura

Dimas Oktana, Yoki (2022) Strategi Pemasaran Produk Tabungan Sinar Ib Wadi’ah Dalam Meningkatkan Jumlah Nasabah Pada PT. Bank Riau Kepri Syariah Cabang Siak Sri Indrapura. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the strengths, weaknesses, opportunities and threats of the Sinar iB Wadi'ah Savings Product by PT. Bank Riau Kepri Syari'ah Siak Sri Indrapura Branch and also the most appropriate marketing strategy in increasing the number of customers.This research method is descriptive quantitative. Data collection techniques consisted of questionnaires, interviews and documentation. Sources of data in this study came from the results of the questionnaire, and supported by secondary data. The data were analyzed based on the SWOT analysis stages.The results showed; 1) The strength of Sinar iB Wadi'ah savings is the customer pick-up strategy and also a very strategic and easy-to-reach location. The weakness of Wadi'ah iB savings is that the promotion is not evenly distributed and the lack of ATM support facilities outside the RiauKepri area. The savings opportunity for Sinar iB Wadi'ah is that the majority of the people of Siak are Muslim and the level of competition for Islamic banks is still relatively low. The threat of Sinar iB Wadi'ah savings is a business strategy that is easily imitated by competitors and the public is more likely to prefer conventional banking products. 2) The most appropriate marketing strategy in increasing the number of customers of Sinar iB Wadi'ah savings products at PT. Bank Riau Kepri Syari'ah Siak Sri Indrapura Branch is an SO strategy that utilizes strengths and opportunities to produce strategies that are in line with the growth of concentration strategies through horizontal integration. So it is highly recommended to maximize a very strategic and easy-to-reach location by doing promotions in city centers because the majority of the Siak communities were Muslims. The customer pick-up strategy (pick up the ball) must be further intensified because the level of competition for Islamic banks is still relatively low.

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