Audita, Tiara (2024) Analisis Strategi Pemasaran Produk Pembiayaan Kur Mikro Pada Bank Syariah Indonesia Kcp Gunung Raya Kandis. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT AN ANALYSIS OF MARKETING STRATEGIES FOR KUR MICRO FINANCING PRODUCTS OF INDONESIAN SHARIA BANK AT GUNUNG RAYA BRANCH OFFICE IN KANDIS TIARA AUDITA 192610302 This study is motivated by the large number of MSME business actors in Kandis District, customers who have MSME businesses hope that KUR (in Indonesian, Kredit Usaha Rakyat which means Society Business Financing) can be distributed to their MSMEs to make an important contribution to economic growth and to create employment opportunities in Indonesia. The problem formulation of the study is: how are the marketing strategies of KUR Micro financing products of BSI (Indonesian Sharia Bank) at Gunung Raya Branch office in Kandis. The aim of this study is to find out the marketing strategies of BSI at Gunung Raya Branch office in Kandis. This is a field study with a qualitative descriptive approach. The informants of the study are the Branch Manager, Executive Sales Staff and customers. The results of the study show that the Segmentation Strategy carried out by BSI at Gunung Raya Branch office is based on several Segmentations such as Geographics, Demographics, Psychographics and Behavior. Based on the Geographic segmentation, the BSI of Gunung Raya Branch office is located in a strategic location in the center of Kandis town. Based on the demographic segmentation, it involves the business actors aged from 21 years to 65 years. Based on the Psychographic and behavior Segmentation, it considers the characteristics and attitudes of prospective customers. Especially, the main target market is MSME actors who need an additional capital for their businesses. Positioning carried out by the BSI is by setting prices, brand image and company slogan in customers’ minds. To determine the prices, the BSI of Gunung Raya Branch office follows the regulations of Indonesian government regarding KUR and to determine the position of its competitors as well as the brand image to create a good impression in the customers’ minds that the company prioritizes the quality and service, so that the brand has a competitive advantage.

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