STRATEGI PEMASARAN FUNDING OFFICER DALAM MENINGKATKAN MINAT NASABAH MENABUNG DI BANK MUAMALAT KANTOR CABANG KENDARI

Irdamayanti NIM 16050102061., I (2021) STRATEGI PEMASARAN FUNDING OFFICER DALAM MENINGKATKAN MINAT NASABAH MENABUNG DI BANK MUAMALAT KANTOR CABANG KENDARI. Skripsi thesis, IAIN KENDARI.

	Text COVER.pdf Download (649kB)
	Text BAB I.pdf Download (483kB)
	Text BAB II.pdf Download (481kB)
	Text BAB III.pdf Download (285kB)
	Text BAB IV.pdf Restricted to Registered users only Download (1MB)
	Text BAB V.pdf Download (272kB)
	Text DAFTAR PUSTAKA.pdf Download (250kB)
	Text LAMPIRAN.pdf Download (1MB)

Abstract

ABSTRAK Irdamayanti NIM 16050102061. Strategi Pemasaran Funding Officer Dalam Meningkatkan Minat Nasabah Menabung di Bank Muamalat Cabang Kendari. Dibimbing Oleh: Dr. Husain Insawan, M.Ag dan Akmal, ME Penelitian ini bertujuan untuk mengkaji dan menganalisis tentang Strategi pemasaran yang diterapkan oleh funding officer pada Bank Muamalat KC Kendari sebagai penghimpun dana tabungan, kendala dan juga solusi yang dialami oleh funding officer di Bank Muamalat KC Kendari serta kaitannya dalam peningkatan jumlah nasabah menabung . Penelitian ini merupakan penelitian kualitatif dengan pendekatan derkriptif. Teknik pengumpulan data dilakukan dengan observasi, wawancara, dan studi dokumen. Analisis data melalui proses reduksi, penyajian data dan penarikan kesimpulan serta teknik pengecekan keabsahan data melalui triangulasi sumber, teknik dan waktu. Hasil penelitian ini menunjukan bahwa strategi pemasaran yang diterapkan oleh funding officer Bank Muamalat KC Kendari adalah bauran pemasaran, dengan memadukan 4 komponen variable seperti produk, harga, distribusi dan promosi. Selain itu juga Bank Muamalat KC Kendari menjadikan sistem jemput bola sebagai salah satu srtategi pemasarannya. Disamping startaegi yang benar, dalam memasarkan produk, Bank Mumalat KC Kendari juga mengalami beberapa kendala yaitu, kurangnya pemahaman masyarakat terkait perbankan syariah, mayoritas nasabah yang masih menganggap bank Syariah masih sama saja dengan Bank Konvensional dan adanya masa pandemic seperti sekarang. Adapun solusinya yakni dengan terus melakukan sosialisasi tentang perbedaan Bank Syariah dan Bank Konvensional. Tidak hanya itu, mengikuti perkembangan tekhnologi yang semakin maju, Bank Mumalat KC Kendari gencar melakukan promosi di Media Sosial, cara ini efektif menarik minat calon nasabah dan juga efektif sebagai sarana edukasi dari jarak jauh ditengah wabah covid-19, tanpa harus bertemu langsung. Peningkatan minat nasabahpun turut serta berkembang, meskipun bersifat fluktuatif setiap tahunnya, namun ini menjadi bukti bahwa strategi pemasaran yang baik dan tepat akan memberi dampak yang cukup signifikan pada kuantitas nasabah. Kata kunci: Funding Officer, Strategi Pemasaran, Minat Nasabah ABSTRACT Irdamayanti NIM 16050102061. Funding Officer Marketing Strategy to Increase Customer Interest in Saving at Bank Muamalat, Kendari Branch. Supervised by: Dr. Husain Insawan, M.Ag and Akmal, ME This study aims to examine and analyze the marketing strategy applied by funding officers at Bank Muamalat KC Kendari as a savings fund collector, constraints and solutions experienced by funding officers at Bank Muamalat KC Kendari and its relation to increasing the number of saving customers. This research is a qualitative research with a dercriptive approach. The data collection technique was done by observing, interviewing, and studying documents. Data analysis through the process of reduction, data presentation and drawing conclusions and data validity checking techniques through triangulation of sources, techniques and time. The results of this study indicate that the marketing strategy adopted by the funding officer of Bank Muamalat KC Kendari is a marketing mix, by combining 4 variable components such as product, price, distribution and promotion. In addition, Bank Muamalat KC Kendari has made the ball pick-up system as one of its marketing strategies. In addition to the correct strategy, in marketing products, Bank Mumalat KC Kendari has also experienced several obstacles, namely, the lack of public understanding of Islamic banking, the majority of customers who still think that Islamic banks are still the same as conventional banks and there is a pandemic period like now. The solution is to continue to socialize about the differences between Islamic Banks and Conventional Banks. Not only that, following the development of increasingly advanced technology, Bank Mumalat KC Kendari is intensively promoting on Social Media, this method is effective in attracting potential customers and is also effective as a means of remote education amid the Covid-19 outbreak, without having to meet in person. Increased customer interest has also grown, although it is fluctuating every year, this is proof that a good and appropriate marketing strategy will have a significant impact on the quantity of customers. Keywords: Funding Officer, Marketing Strategy, Customer Interest

Actions (login required)

View Item