STRATEGI PEMASARAN PRODUK PEMBIAYAAN KEPEMILIKAN EMAS di BANK SYARIAH INDONESIA

Abstrak / Ringkasan

This study aims to determine and analyze the marketing strategy of gold ownership financing products at BSI KC Bekasi Summarecon. The approach used in this study is a descriptive qualitative approach. In addition to being analyzed qualitatively descriptively, the author also uses SWOT analysis with IFAS and EFAS matrices. SWOT analysis is a way to identify various important factors from both the internal and external environment to formulate a company's strategy. This analysis is based on logic that can maximize strengths, opportunities, but simultaneously minimize weaknesses, and threats.
The results of the study using the SWOT analysis method from internal and external factors showed that BSI KC Bekasi Summarecon was included in quadrant I. From the results of the analysis obtained an aggressive strategy, this strategy shows that the company's condition is in a strong state and is able to continue to grow by seizing existing opportunities to achieve maximum profit. This strategy was chosen because the calculation results are in quadrant I, meaning that the S-O element (strength- opportunities) is the element with the largest addition where the total S-O is 5,38 while the total sum of S-T (quadrant II) is 3,81, the total addition of W-O (quadrant III) is 3,19, and the total W-T (quadrant IV) is 1,12. This position in quadrant I is very profitable and can be marketed optimally by implementing a marketing mix policy that supports an aggressive strategy of gold ownership financing products.
Keywords: Marketing Strategy, SWOT Analysis, Gold Ownership Financing

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