Implementasi relationship marketing pada pembiayaan griya: Studi kasus pada PT. Bank Syariah Mandiri Kantor Cabang Pembantu (KCP) Lawang

ABSTRAK

Pembiayaan Griya adalah salah satu Produk unggulan dari PT. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang, dimana cara pemasaraannya menggunakan Metode Relationship Marketing, dalam kurun waktu tiga tahun terakhir berhasil melebihi target pemasaran tetapi dalam implementasinya PT. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang tidak menggunkan salah satu unsur dalam teori Little dan Marandi tentang Relationship Marketing. Sehingga tujuan penelitian untuk mengetahui Implementasi Relationship Marketing pada Pembiayaan Griya PT. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang.

Pada penelitian ini menggunakan penelitian kualitatif dengan pendekatan deskriptif. Subyek penelitian dilakukan kepada Cunsumer Banking & Relationship Manager,Customer Service dan Sales Force. Data dikumpulkan dengan cara observasi, wawancara, dan dokumen. Analisa dilakukan dalam tiga tahap yaitu reduksi data, penyajian data, dan kesimpulan.

Hasil penelitian ini menunjukkan bahwa dalam penerapan Relationship Marketing menurut teori Little dan Marandi yang di dalamnya berisi unsur Orientasi jangkan Panjang, penerapan Komitmen, Mempertahankan Pelanggan, kontribusi pelanggan meningkat, komunikasi dua arah, dan Custumisasi. Bank Syariah Mandiri Kantor Cabang Pembantu Lawang tidak menggunakan unsur Custumisasi dikarenakan pihak bank di awal pemasaran sudah menjelaskan secara detail produk Pembiayaan Griya sehingga nasabah yang menyesuaikan ketentuan produk bukan pihak bank yang menyesuaikan kebutuhan nasabah sesuai dengan spesifikasinya.

ABSTRACT

Griya financing is one of the leading products of PT. Mandiri Sharia Bank of Lawang Branch Office, where the way marketing used the Relationship Marketing Method, in the past three years managed to exceed the target marketing but in the implementation of PT. Mandiri Sharia Bank of Lawang Branch Officedoes not use one of the elements in the theory of Little and Marandiabout the Relationship Marketing. So the purpose of research is to know the Implementation of Relationship Marketing on Griya Financing at PT. Mandiri Sharia Bank of Lawang Branch Office.

The research used qualitative research with descriptive approach. The subjects of the research were conducted to Customer Banking & Relationship Manager, Customer Service and Sales Force. Data were collected by observation, interview, and document. The analysis was done in three stages: data reduction, data presentation, and conclusion.

The results of the research indicated that in the application of the Relationship Marketing was in according to the theory of Little and Marandi which contains elements of Long-term orientation, implementing the Commitment, Retaining Customers, increasing the customer contributions, two-way communication, and Customization. Mandiri Sharia Bank of Lawang Branch Officedoes not use the element of Customization because at the beginning of marketing has explained in detail of Griya Financing products so that customers who adjust product provisions, means that the bank adjusts the needs of customers in accordance with the specifications