Romodhoni, Siti (2023) Analisis Strategi Pemasaran Pembiayaan Mitraguna Di Bank Syariah Indonesia Kantor Cabang Duri. Other thesis, Universitas Islam Riau.

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Abstract

This research was motivated by the fact that the amount of Mitraguna financing at Indonesia Sharia Bank Branch Office Duri experienced both increases and decreases. As a result, the financing of Mitraguna was unstable every year. The purpose of this study was to determine the marketing analysis of Mitraguna financing at Indonesia Sharia Bank Branch Office Duri. The subjects of this research were Mitraguna financing employees, and the object of the research was the marketing analysis of Mitraguna financing at Indonesia Sharia Bank Branch Office Duri. This research was a type of field research with a qualitative approach conducted at Indonesia Sharia Bank Branch Office Duri to gather relevant data. Data collection was carried out through observation, interviews, and documentation. The results of this study showed that the marketing strategy implemented by Indonesia Sharia Bank Branch Office Duri used four strategies. First, in terms of Product, the strategy focused on the Mitraguna Berkah financing product at PT. Indonesia Sharia Bank Branch Office Duri, emphasizing brand and product quality to attract customer interest. Second, in terms of Price, the pricing strategy reflected affordability, light margins, and compliance with applied prices, making it attractive to customers. Third, in terms of Place, the strategic location near office environments and hospitals was highlighted. Fourth, in terms of Promotion, the market segmentation used in the promotion of Mitraguna Berkah financing products focused more on civil servants or permanent employees.

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