Marketing Mix Strategy in Islamic Economic Perspective on BSI Gold Pawn Products (Case StudyofBankSyariahIndonesiaKcpKisaran)

Marketing Mix Strategy in Islamic Economic Perspective on BSI Gold Pawn Products (Case StudyofBankSyariahIndonesiaKcpKisaran)

Strategy;MarketingMix;GoldPawnProducts

This study aims to determine the Marketing Mix Strategy in an Islamic Economic Perspective on Gold Pawn Products (Case Study of Bank Syariah Indonesia KCP Kisaran). Data sources are obtained from primary data, namely through observation, and interviews. Whilesecondarydatawereobtainedfromrelatedreadingbooksanddocumentsrelatedtothis study. The population of this study is all employees of BSI KCP Kisaran and the sample in this study is the Pawwing Aprraisal staff. From the results of this study, it shows that the productsatBSIKCPKisaranconsistoffunddistributionandfundraisingproducts.BSIKCP Kisaran Gold Pawn Product Marketing Mix Strategy is using 4P (Product, Price, Promotion, Place). The factors for fluctuations in gold pawn product customers at Bank SyariahIndonesia KCP Kisaran are due to the choice of the customer himself who prefers other products compared to gold installment pawn products. And the marketing mix strategy in the perspective of Islamic economics on BSI Gold Pawn products (Case Study of Bank Syariah Indonesia KCP Kisaran) must be based on God, Ethical, Realistic and Humanist

YulitaAstri1,MuhammadLathiefIlhamyNasution2,TutiAnggraini

https://dinastipub.org/DIJEFA/article/view/2447/1625

UIN SumateraUtara

02April2024

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