Evaluasi Strategi Pemasaran Produk Pembiayaan MultiManfaat IB Semasa Pandemi Pada Bank BTN Syariah KC Bekasi

Abstrak / Ringkasan

Bank BTN Syariah is a strategic business unit of PT Bank Tabungan Negara
(BTN) Persero. Focusing on improving business processes and improving the quality of the financing portfolio with sharia principles. However, the decline in the distribution of MultiManfaat financing at BTN Syariah occurred in the past year due to the Covid-19 pandemic. Therefore, to find out the adjustments in the marketing of financing products, an evaluation of the marketing strategy is needed. The formulation of alternative marketing strategies through analysis of Strengths, Weaknesses, Opportunities, Threats (SWOT) can be used as a formulation tool in formulating corporate strategy. It starts by identifying internal and external environmental factors. Furthermore, the IFAS and EFAS matrices were compiled which became the basis for the preparation of the SWOT matrix and IE matrix. So that the distribution of MultiManfaat IB financing products can immediately meet the target, and succeed in becoming a consumer financing product that is in demand by BTN Syariah customers. The results of this study state that the condition of BTN Syariah KC Bekasi is in the Grow and Build position. So the right strategy to implement is the market penetration and product development strategy. Strategies that can be carried out for marketing MultiManfaat BTN iB products are (1) carrying out more aggressive promotion strategies in all media. (2) expand market segmentation. (3) Maintaining the brand image of a State-Owned Sharia Bank. (4) Maintaining service quality by utilizing available technology.

Keyword : IFAS & EFAS,, Evaluation, and Marketing Strategy

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