STRATEGI PEMASARAN PRODUK CICILAN EMAS DALAM MENDUKUNG PENINGKATAN MINAT INVESTASI MASYARAKAT PADA PT. BANK SYARIAH INDONESIA TBK.

Muhammad Athallah, . (2026) STRATEGI PEMASARAN PRODUK CICILAN EMAS DALAM MENDUKUNG PENINGKATAN MINAT INVESTASI MASYARAKAT PADA PT. BANK SYARIAH INDONESIA TBK. Tugas Akhir thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study examines the marketing strategy of the Gold Installment product in supporting public investment interest at PT Bank Syariah Indonesia Tbk. The problem focuses on how BSI introduces the Gold Installment product to the public and how the marketing strategy supports public investment interest. This study aims to identify the marketing strategy of the Gold Installment product, describe the implementation of the marketing mix consisting of product, price, place, and promotion, and examine public responses to the product. This study uses a quantitative method with a survey approach. The research activities include preparing questionnaires, distributing Google Forms to 120 respondents who know or show interest in the BSI Gold Installment product, processing respondent answers, and analyzing the data descriptively. The results show that BSI markets the Gold Installment product through digital media, social media, the official website, direct promotion, education, socialization, seminars, and Islamic financial literacy activities. A total of 85.8% of respondents know the BSI Gold Installment product. Respondents mostly receive information from friends, Instagram, and TikTok. Accessible, understandable, and sharia-compliant information can support public investment interest.

Item Type: Thesis (Tugas Akhir)
Additional Information: [No.Panggil: 2310101065] [Pembimbing: Elia Erna Nurdiani] [Penguji 1: Wahyudi] [Penguji 2: Abdul Aji Kresa Tri Anggara]
Uncontrolled Keywords: Keywords: Bank Syariah Indonesia, marketing strategy, gold installment, investment interest
Subjects: H Social Sciences > HG Finance
H Social Sciences > HJ Public Finance
L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII)
Fakultas Ekonomi dan Bisnis > Program Studi Perbankan dan Keuangan (DIII)
Depositing User: MUHAMMAD ATHALLAH
Date Deposited: 06 Aug 2026 07:46
Last Modified: 06 Aug 2026 07:46
URI: http://repository.upnvj.ac.id/id/eprint/52166

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