Formulasi manajemen pemasaran produk Bank Syariah Indonesia (BSI) Cabang Bondowoso terhadap nasabah non-muslim
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Abstract
The purpose of this study was to analyze the marketing management formulation used
by Islamic banks, especially PT. Bank Syariah Indonesia, Tbk Bondowoso Sub-Branch
Office to attract Non-Muslim customers in using Savings Products and Financing
Products, as well as the obstacles or obstacles they experience. This study uses a
qualitative approach where research data collection through managing descriptive data,
such as interview transcriptions and observations. The results of this study prove that in
marketing its products to Non-Muslim Banks using several marketing techniques
including PR marketing (Public Relations) and personal approaches (Personal
Approach) or personal marketing (Personal Selling) and utilize the use of brochures,
pamphlets, and banners for promotional media. . Meanwhile, the obstacles encountered
were technical constraints such as the introduction of terms and the perception of the
public who judged that Indonesian Islamic Banks were only intended for Muslims.
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