STRATEGI PEMASARAN PRODUK ISLAMIC BANKING (IB) HIJRAH TABUNGAN HAJI BANK MUAMALAT KABUPATEN BOMBANA

Ulfa Dewiyanti, NIM 2022050102053, U (2026) STRATEGI PEMASARAN PRODUK ISLAMIC BANKING (IB) HIJRAH TABUNGAN HAJI BANK MUAMALAT KABUPATEN BOMBANA. Other thesis, IAIN KENDARI.

	Text 1. COVER.pdf Download (2MB)
	Text 2. BAB I.pdf Download (695kB)
	Text 3. BAB II.pdf Download (803kB)
	Text 4. BAB III.pdf Download (716kB)
	Text 5. BAB IV.pdf Restricted to Registered users only Download (1MB)
	Text 6. BAB V.pdf Download (646kB)
	Text 7. DAFTAR PUSTAKA.pdf Download (722kB)
	Text 8. LAMPIRAN.pdf Download (1MB)

Abstract

ABSTRAK

Ulfa Dewiyanti, NIM 2022050102053, Strategi Pemasaran Produk
Islamic Banking (IB) Hijrah Tabungan Haji Bank Muamalat
Kabupaten Bombana (Dibimbing Oleh Kiki Novita Sari, M.E dan
Evie Sukma, S.E., M.Ak., Ak)

Penelitian ini bertujuan untuk mendeskripsikan: 1) Strategi
Pemasaran Produk Islamic Banking (IB) Hijrah Tabungan Haji yang
dilakukan oleh Bank Muamalat Kabupaten Bombana, 2) tantangan
yang dihadapi Bank Muamalat Kabupaten Bombana Dalam
Meningkatkan Jumlah Nasabah Produk tersebut. Penelitian ini
menggunakan metode penelitian kualitatif denga pendekatan deskriptif.
Data diperoleh melalui wawancara, observasi, dan dokumentasi,
kemudian dianalisis dengan menggunakan model reduksi data,
penyajian data, dan penarikan kesimpulan. Triangulasi data digunakan
sebagai teknik pengecekan keabsahan data. Hasil penelitian ini
menunjukan bahwa strategi pemasaran produk IB Hijrah Tabungan Haji
dilakukan melalui penerapan bauran pemasaran yang meliputi aspek
produk, promosi, distribusi, people, dan process. Strategi yang
diterapkan antara lain sosialisasi langsung kepada masyarakat,
pendekatan personal, pemanfaatan media sosial, serta peningkatan
kualitas pelayanan. Adapun tantangan yang dihadapi meliputi
rendahnya literasi masyarakat tentang perbankan syariah, minimnya
pemahaman mengenai manfaat tabungan haji, keterbatasan sumber
daya manusia, serta kurang optimalnya promosi digital. Oleh karena
itu, diperlukan peningkatan edukasi masyarakat dan inovasi strategi
pemasaran agar minat masyarakat terhadap produk IB Hijrah Tabungan
Haji semakin meninggkat.

Kata kunci: Strategi Pemasaran, Tabungan Haji, Bank
Muamalat, Perbankan Syariah


ABSTRACT

Ulfa Dewiyanti, Student ID 2022050102053, Marketing Strategy Of
Islamic Banking (IB) Hijrah Hajj savings product at Bank
Muamalat Kabupaten Bombana (Supervised by Kiki Novita Sari,
M.E and Evie Sukma, S.E., M.Ak.,Ak)

This study aims to describe: 1) the Marketing Strategy Of The
Islamic Banking (IB) Hijrah Hajj savings product implemented by Bank
Muamalat Kabupaten Bombana, and 2) the challenges faced by Bank
Muamalat Kabupaten Bombana in increasing the number of customers
of the product. This research uses a qualitative method with a
descriptive approach. Data were collected through interviews,
observations, and documentation, and then analyzed using data
reduction, data presentation, and conclusion drawing techniques. Data
triangulation was applied to ensure the validity of the research
findings. The results of the study show that the marketing strategy of
the IB Hijrah Hajj savings product is carried out through the
implementation of the marketing mix, including product, promotion,
distribution, people, and process aspects. The strategies include direct
socialization to the community, personal approaches, the use of social
media,and the improvement of service quality. The challenges faced
include low public literacy regarding islamic banking, limited public
understanding of the benefits of hajj savings, limited human resources,
and the lack of optimal untilization of digital promotion. Therefore,
efforts to improve public education and innovate marketing strategies
are needed to increase public interest in the IB Hijrah Hajj Savings
Product.

Keywords: Marketing Strategy, Hajj Savings, Bank Muamalat,
Islamic Banking

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi Pemasaran, Tabungan Haji, Bank Muamalat, Perbankan Syariah
Subjects:	600 Teknologi dan Ilmu Terapan > 658 Manajemen Umum > 658.8 Marketing, Manajemen Distribusi > 658.81 Manajemen Pemasaran
Divisions:	Fakultas Ekonomi dan Bisnis Islam > Prodi Perbankan Syariah
Depositing User:	Unnamed user with email [email protected]
Date Deposited:	27 Apr 2026 02:07
Last Modified:	27 Apr 2026 02:07
URI:	http://digitallib.iainkendari.ac.id/id/eprint/4362

Actions (login required)

View Item