Ravangga Ardiansaputra, . (2026) STRATEGI PEMASARAN TABUNGAN HAJI MELALUI OPEN BOOTH PADA PT BANK SYARIAH INDONESIA KCP JAKARTA CILILITAN. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine how promotional strategies through open booth activities and location selection are implemented in the marketing of Hajj Savings products at Bank Syariah Indonesia KCP Jakarta Cililitan, including the obstacles encountered and the efforts made to overcome them. This research was conducted using a qualitative descriptive approach, where observation, semi-structured interviews, and documentation study were employed as data collection methods. The results show that BSI KCP Jakarta Cililitan positions open booth as an effective direct promotion instrument, as it enables face-to-face interaction, product education, and on-the-spot account opening through the BSI Mobile application. The success of open booth is not solely determined by the volume of foot traffic at a location, but rather by the alignment between visitor profiles and the target market characteristics of Hajj Savings. Consequently, community-based locations such as mosques, Islamic study groups, and Hajj manasik events proved to yield significantly higher conversion rates compared to shopping centers. The obstacles identified include public misconceptions regarding the long Hajj waiting queue, uneven product knowledge among marketing staff, and limited outreach to segments unfamiliar with Islamic banking products. Therefore, improvements in team training, more strategic scheduling of open booth activities, and expansion of promotional reach to underserved segments are recommended.
| Item Type: | Thesis (Tugas Akhir) |
|---|---|
| Additional Information: | [No. Panggil: 2310101039] [Pembimbing: Subur] [Penguji 1: Agus Kusmana] [Penguji 2: Abdul Aji Kresna Tri Anggara] |
| Uncontrolled Keywords: | Promotional Strategy, Open Booth, Location Selection, Hajj Savings |
| 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: | RAVANGGA ARDIANSAPUTRA |
| Date Deposited: | 26 Aug 2026 11:25 |
| Last Modified: | 26 Aug 2026 11:25 |
| URI: | http://repository.upnvj.ac.id/id/eprint/50838 |
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