Arinawa, Konik (2017) Implementasi strategi bauran promosi pada produk pembiayaan griya BSM: Studi kasus PT Bank Syariah Mandiri Lumajang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
INDONESIA:
Adanya UU No. 10 tahun 1998 sebagai pengganti UU No.7 Tahun 1992 berlakunya sistem perbankan ganda (dual banking) yaitu terselenggaranya dua sistem perbankan (bank konvensional dan bank syariah) sehingga mendorong bank syariah dan bank konvensional berlomba-lomba untuk menjadi yang terbaik. Sama halnya dengan Bank Mandiri Syariah yang menciptakan inovasi produk baru yaitu Griya BSM (KPR Syariah) khususnya BSM Lumajang yang mampu mempromosikan produk barunya sehingga menambah presentase jumlah nasabah pertahunnya. Tujuan dari penelitian ini adalah untuk mengetahui implementasi strategi bauran promosi produk Griya BSM. Dari latar belakang itulah sehingga penelitian ini dilakukan dengan judul “Implementasi Strategi Bauran Promosi Pada Produk Pembiayaan Griya BSM (Studi Kasus PT Bank Syariah Mandiri Lumajang)
Penelitian ini menggunakan pendekatan Studi Kasus Kualitatif dimana tujuannya untuk meneliti lebih dalam tentang strategi bauran promosi pprodukGriya BSM. Subyek penelitian ada lima orang. Analisis data bertujuan untuk menyederhanakan hasil olahan data, sehingga mudah untuk dibaca dan diitreprestasikan. Data dikumpulkan dengan observasi, wwancara, dan dokumentasi. Analisis data dengan enam tahap: membatasi kasus, menentukan tema, memilih data, triangulasi, intreprestasi, generalisasi.
Implementasi strategi bauran promosi pada produk pembiayaan griya BSM di BSM Lumajang dilakukan dengan baik. Yaitu mengunakan strategi periklanan, personal sellling, hubungan masyarakat, dan promosi penjualan. Akan tetapi BSM Lumajang tidak menggunakan promosi melalui website atau iternet dikarenakan masih awamnya masyarakat terhadap internet.
ENGLISH:
The Law of No. 10 1998 was as a substitute for the enactment of Law No. 7 of 1992 about dual banking system, namely the implementation of the two banking systems (conventional banks and Islamic banks) so as to encourage Islamic banks and conventional banks compete to be the best. Similarly, Bank Syariah Mandiri creates Griya BSM as new innovative products (KPR Sharia) especially BSM Lumajang that were able to promote new products thereby increasing the percentage of the number of customers annually. The purpose of this study was to investigate the implementation of the promotion mix strategy of Griya BSM products. Therefore, the research was conducted under the title “the Promotion Strategy Implementation on the financing Product of Griya Bsm (Case Study at PT. Bank Syariah Mandiri Lumajang)
This study used a qualitative case study approach where the goal was to examine more deeply about the promotional mix strategies of Griya BSM products. The subjects of the study there were five people. Analysis of the data was in order to simplify the data processed, making it easy to read and interpret. Data collected was by observation, interview, and documentation. Analysis of data was with six stages: limiting case, determining a theme, selecting data, triangulation, interpretation, generalization.
The implementation of the promotional mix strategies on the finance products of griya BSM in BSM Lumajang was done well. That used a strategy of advertising, personal selling, public relations, and sales promotion but BSM Lumajang did not use the promotion through the website or internet because of the lack of knowledge of the internet.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Rahayu, Yayuk Sri | ||||||
Contributors: |
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Keywords: | Strategi; Promosi; Produk; Strategy; Promotion; Product | ||||||
Departement: | Fakultas Ekonomi > Jurusan Perbankan Syariah | ||||||
Depositing User: | Imam Rohmanu | ||||||
Date Deposited: | 22 Mar 2017 18:34 | ||||||
Last Modified: | 22 Mar 2017 18:34 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/5970 |
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