Implementasi segmenting, targeting, dan positioning produk tabungan faedah IB (fasilitas serba mudah IB) pada PT. Bank BRI Syariah KCP Pasuruan

Ramlah, Sri (2017) Implementasi segmenting, targeting, dan positioning produk tabungan faedah IB (fasilitas serba mudah IB) pada PT. Bank BRI Syariah KCP Pasuruan. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

[img]
Preview
Text (Fulltext)
13540036.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (3MB) | Preview

Abstract

INDONESIA:

Bank dalam menjual produknya ke nasabah membagi pasar menjadi beberapa jenis sesuai dengan kriteria yang diinginkan. Pembagian pasar akan memudahkan Bank dalam menentukan nasabah atau konsumen sasarannya.Dalam persaingan bisnis diperlukan model pemasaran yang bisa meningkatkan konsumen.Salah satu produk yang dipasarkan oleh lembaga keuangan Bank yakni tabungan faedah iB (fasilitas serba mudah iB). Dengan demikian PT. Bank BRISyariah KCP Pasuruan dituntut untuk meningkatkan pemasaran terutama pada tabungan faedah iB (fasilitas serba mudah iB) dalam bersaing dengan Bank lain.Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi segmenting, targeting, dan positioning produk tabungan Faedah iB (fasilitas serba mudah iB). Dari latar belakang itulah sehingga penelitian ini dilakukan dengan judul “Implementasi Segmenting, Targeting, & Positioning Produk tabungan Faedah iB (fasilitas serba mudah iB) pada PT. Bank BRISyariah KCP Pasuruan”.

Penelitian ini menggunakan pendekatan deskriptif kualitatif dimana tujuanya adalah untuk menggambarkan secara sistematis tentang fokus penelitian yang meliputi segmenting, targeting, dan positioning. Subyek penelitian ini ada 8 informan.Analisis data bertujuan untuk menyederhanakan hasil olahan data, sehingga mudah untuk dibaca dan diinterprestasikan. Data dikumpulkan dengan cara observasi langsung, wawancara, dokumentasi.

Dari hasil penelitian diketahui bahwa strategi segmenting, targeting, dan positioning produk tabungan faedah iB (fasilitas serba mudah iB) pada PT. Bank BRISyariah KCP Pasuruan. Untuk segmen pasarnya mengena secara global, artinya semua elemen masyarakat bisa menabung kecuali bayi. Dalam segmentasi tabungan faedah ini juga tidak mensegmen dari segi: umur, pekerjaan, status sosial, dan geografisnya. Kemudian diketahui target pasar untuk produk tabungan faedah iB adalah masyarakat menengah ke bawah dan pinggiran,seperti misalnya daerah kabupaten Warungdowo, Pohjentrek, dan Sidogiri semuanya masuk target pasar tabungan faedah BRISyariah KCP Pasuruan.serta menjalin kerjasama antara instansi tertentu, misalnya pada saat RAT pondok sidogiri, dan event-event tertentu. Dan positioning yang dilakukan Bank BRISyariah KCP Pasuruan memberi kemudahan dan pelayanan dengan “The Better and Different One”hal ini dilakukan dengan berbagai cara antara lain: untuk membuka rekening paling ringan,biaya subsidinya 50% untuk semua biayanya, dan lainnya.

ENGLISH:

Bank in selling the products to the customersdivides market into several types according to desired criteria. The division of the market will allow the Bank to determine the customers target. In the competition of business is needed a marketing model that could improve the consumers. One of the products that is market by financial institutions such as Bank savings is the Faedah iB (multi-easy Facility of iB). Thus PT. Bank BRISyariah KCP Pasuruan is required to improve marketing, especially on Faedahsavings of iB (multi-easy Facility of iB) in competing with other banks. The purpose of this study was to determine how the strategy of segmenting, targeting, and positioning of products offaedahsavings of iB (multi-easy Facility of iB). From that background, so the research was conducted with the title "An Implementation of Segmenting, Targeting, and Positioning of iB FaedahSavings Products (multi-easy Facility of iB) at PT. Bank BRISyariah KCP Pasuruan ".

This research used a qualitative descriptive approach where the goal was to describe systematically the research focus that included segmenting, targeting, and positioning. The subjects of this research were eight informants. Analysis of the data was to simplify the processed data, making it easy to read and interpret. Data were collected through direct observation, interviews, documentation.

The result showed that the strategy of segmenting, targeting, and positioning of products of faedahsavings of iB(multi-easy Facility of iB) at PT. Bank BRISyariah KCP Pasuruan. To hit the market segment globally, meaning that all elements of society can save except babies. In the Faedahsavings segmentingdid not include the segment of: age, occupation, social status, and geography. Later known to target the market for Faedahsavings products of iB was a middle tilllower class and the periphery, such as the district of Warungdowo, Pohjentrek, and Sidogiri all in marketstarget for Faedah savings of BRISyariah KCP Pasuruan. as well as doing cooperation between certain institutions, for example when RAT of Sidogiri cottage, and a specific event. And positioning that was carriedby the Bank BRISyariah KCP Pasuruan provided convenience and service with "The Better and Different One" this was done in various ways, i.e.: to open the lightestaccount, the cost of the subsidy was 50% for all costs, and more.

Item Type: Thesis (Undergraduate)
Supervisor: Rahayu, Yayuk Sri
Keywords: Segmenting; Targeting; dan Positioning; Segmenting; Targeting; and Positioning
Departement: Fakultas Ekonomi > Jurusan Perbankan Syariah
Depositing User: Imam Rohmanu
Date Deposited: 06 Jun 2017 07:33
Last Modified: 06 Jun 2017 07:33
URI: http://etheses.uin-malang.ac.id/id/eprint/6969

Actions (login required)

View Item View Item