Fikri Faturrahman, . (2026) STRATEGI BAURAN PEMASARAN PRODUK CICIL EMAS PT.BANK SYARIAH INDONESIA TBK (PERSERO) KC PONDOK INDAH. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The Gold Installment (Cicil Emas) product of PT Bank Syariah Indonesia Tbk (BSI) KC Pondok Indah is a phased gold ownership financing scheme using murabahah and rahn contracts in accordance with DSN-MUI Fatwa No. 77/DSN-MUI/V/2010. Although nationally the growth of BSI's Gold Installment product reached 177.5 percent in 2024 with a total of 337 thousand customers, the implementation of marketing strategies at the branch level does not always run optimally due to intense competition and low public awareness of the product. This Final Project aims to describe the marketing strategy of the Gold Installment product applied by BSI KC Pondok Indah, to identify the marketing mix used, and to describe the supporting and inhibiting factors in its implementation. The method used is descriptive qualitative through direct observation, and interviews. The results show that BSI KC Pondok Indah applies a 7P marketing mix strategy (Product, Price, Place, Promotion, People, Process, and Physical Evidence) integrated with Islamic marketing principles. The conclusion of this Final Project is that the marketing strategy implemented by BSI KC Pondok Indah is overall in accordance with Islamic Marketing principles and has proven capable of attracting customers, although optimization in terms of product education and utilization of digital platforms still needs to be continuously improved.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | {No.Panggil: 2310101010} {Pembimbing: Elia Erna Nurdiani} {Penguji 1: Prima Dwi Priyatno} Penguji 2: Sasmita Nurvinda Laili} |
| Uncontrolled Keywords: | Cicil Emas, Islamic Marketing, Marketing Mix, Marketing Strategy, Murabahah |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII) |
| Depositing User: | FIKRI FATURRAHMAN |
| Date Deposited: | 21 Jul 2026 08:16 |
| Last Modified: | 21 Jul 2026 08:17 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50871 |
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