Marketing Mix Strategy of Gold Installment Products in Increasing Customer Growth at Bank Syariah Indonesia

Abstrak

Bank Syariah Indonesia (BSI) KCP Kediri Hayam Wuruk faces challenges in increasing the number of customers of the Cicil Emas product amidst increasingly tight competition in the sharia banking industry. Although the number of customers has increased every year, the achievement of the Cicil Emas financing value has not yet met the target set by the bank. Research This study uses a qualitative approach with a descriptive method. Data were collected through in-depth interviews with bank employees and customers, direct observation. The analysis was conducted to understand the implementation of marketing strategies and their impact on increasing the number of customers. The marketing mix-based marketing strategy (7P) implemented has provided positive results, especially in increasing the number of customers from year to year. However, digital promotion and strengthening relations with local communities still need to be optimized to achieve maximum results. A well-designed marketing strategy that is tailored to market needs can increase the competitiveness of Cicil Emas products and support sustainable customer growth.