Strategi loyalitas merek pada produk tabungan Muamalat Share-E Regular di Bank Muamalat Indonesia Cabang Malang

Arifin, Muh. Husen (2012) Strategi loyalitas merek pada produk tabungan Muamalat Share-E Regular di Bank Muamalat Indonesia Cabang Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Jumlah dan perkembangan perbankan yang bertambah pesat menyebabkan persaingan ketat sehingga dapat mendorong nasabah dengan mudah memilih Bank yang paling baik. Kondisi ini menuntut manajemen Bank untuk selalu dekat dengan nasabahnya agar perkembangan kebutuhan dan keinginan nasabah terus dapat dipantau. Dengan banyaknya jumlah bank yang menawarkan produk tabungan baru dan atribut yang akan memikat nasabah, Bank Muamalat Indonesia justru melakukan perubahan nama merek produk tabugan dari Tabungan Muamalat Share-E menjadi Tabungan Muamalat Share-E Regular dengan serangkaian fitur-fitur yang terbarukan. Hal ini dilakukan untuk menunjukkan nasabah tetap loyal dengan Bank Muamalat Indonesia Cabang Malang.

Penelitian ini menggunakan pendekatan kualitatif. Data diperoleh melalui wawancara mendalam, observasi langsung, dokumentasi dan juga teknik triangulasi diakhiri analisis hasil temuan dalam bentuk narasi terkait strategi loyalitas merek yang diterapkan Bank Muamalat Indonesia Cabang Malang pada produk Tabungan Muamalat Share-E Regular.

Dari hasil temuan penelitian ini menunjukkan bahwa strategi loyalitas merek pada produk Tabungan Muamalat Share-E Regular oleh Bank Muamalat Cabang Malang dilakukan dengan menambahkan layanan yang canggih melalui mobilebanking, internetbanking, tampilan dan fitur-fitur terbarukan. Strategi tersebut berdasarkan kriteria loyalitas merek yang diterapkan di Bank Muamalat Cabang Malang yaitu kepuasan, kepercayaan, kesan kualitas, dan citra merek. Sedangkan implikasi dari strategi loyalitas merek di antaranya adalah adanya peningkatan pertumbuhan nasabah, teknologi layanan semakin maju sekaligus mempertahankan pertumbuhan akseleratif di industri perbankan syariah.

ENGLISH:

The quantity and banking development increased rapidly lead to tough competition so as to encourage customers to easily for choosing the best bank. These conditions require the Bank's management to close for customers for the development needs of customer and needs continue to be monitored. By the large number of banks offering new saving products and attributes that will attract customers, Muamalat Indonesia Bank would make a change name of brand from products Muamalat saving Share-E to Muamalat saving Share-E Regular with a most of features that are renewable. This is done to show customers remain loyal to Muamalat Indonesia Bank branch Malang.

This research used a qualitative research approach. Data processing deviced were obtained through in-depth interviews, direct observation, documentation and triangulation techniques also terminated the analysis results in a narrative form of brand loyalty related strategy adopted Muamalat Indonesia Bank of branch Malang on the product Muamalat Savings Share-E Regular.

The results from this study indicates that the strategy of brand loyalty on the product Muamalat Savings Share-E Regular by Muamalat Bank branch Malang is done by adding advanced services through mobilebanking, internetbanking, look and renewable features. The strategy is based on the criteria applied to brand loyalty in Muamalat Bank branch of Malang they are: satisfaction, trust, perceived quality, and brand image. And also the implications of the strategy of brand loyalty is an increase in customer growth, technology more advanced services while keeping the accelerating growth in Islamic banking industry.

Item Type: Thesis (Undergraduate)
Supervisor: Asnawi, Nur
Keywords: Strategi; Loyalitas Merek; Produk Tabungan; Strategy; Brand Loyalty; Saving Products
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150503
Depositing User: Heni Kurnia Ningsih
Date Deposited: 15 Sep 2015 01:57
Last Modified: 15 Sep 2015 01:57
URI: http://etheses.uin-malang.ac.id/id/eprint/2065

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