STRATEGI PEMASARAN PRODUK CICILAN EMAS PADA LEMBAGA KEUANGAN SYARIAH DI BANK BSI KCP GONDANGLEGI

Abstract

This research aims to analyze the marketing strategy used by Bank Syariah Indonesia (BSI) KCP Malang Gondanglegi in marketing Gold Installment Financing products. Gold is a popular and inflation-resistant investment instrument, but access is often limited for novice investors or with limited capital. BSI KCP Malang Gondanglegi offers a solution through sharia-based Gold Installment Financing. This product allows customers to own gold gradually with easy installments and in accordance with sharia principles. This research uses qualitative methods with data collection techniques through interviews and observation. The research results show that BSI KCP Malang Gondanglegi uses a comprehensive marketing strategy, including: 1) Education and awareness: BSI holds seminars, workshops and educational campaigns to increase public understanding about the benefits of gold investment and the advantages of Gold Installment Financing. 2) Social media: BSI utilizes social media platforms such as Facebook, Instagram and LinkedIn to reach a wider audience and share information about products. 3) Strategic partnerships: BSI establishes partnerships with local communities, educational institutions and companies to expand promotional reach and build credibility. This marketing strategy has proven effective in increasing public awareness about Gold Installment Financing and encouraging interest in sharia-compliant gold investment. BSI KCP Malang Gondanglegi has succeeded in strengthening its position as a major player in the sharia financial industry and providing easier access for individuals and families to invest in gold according to sharia principles.