STRATEGI PEMASARAN PRODUK PADA PT. BNI SYARIAH CABANG SURAKARTA

Utami, Rina Fitriliana (2010) STRATEGI PEMASARAN PRODUK PADA PT. BNI SYARIAH CABANG SURAKARTA. Other thesis, Universitas Sebelas Maret.

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    Abstract

    Syaria banking or islamic is one of the types of banking activities whose activities are based on Islamic principles which is free from usury. However, they have problems in their development, especially in marketing. So it requires the right strategy, that sharia banking can be accepted by society. PT Bank Negara Indonesia Syariah is one of the banks engaged in islamic banking. Final duty was aimed to identify the product marketing strategy adopted by PT. BNI Syariah Surakarta branch. Appropriate marketing strategy and fokusis key to successfully marketing a product. The research method used in this research is a case study that was taking one particular object. Data obtained through two sources, namely primary and secondary data. Interview primary data obtained by the direct marketing unit of PT. BNI Syariah Surakarta branch. While secondary data obtained from other sources related to research, this data was obtained from books or other sources. The results of this study is that of PT. BNI Syariah Surakarta branch has performed with the use of 4P marketing strategy wich include place, price, product and promotion. Barriers fased by PT. BNI Syariah Surakarta branch in the marketing of products is the lack of detailed knowledge about the society of islamic bank, the lack of human resources who are competent marketing and provisioning system which is very strict from the center. Suggestions that can the outhor give for PT. BNI Syariah Surakarta branch is to increase the service and quality products in order to remain competitive and further improve quality management, human resources, labor system and capable of creating a competitive strategy. Keywords : Marketing strategy ((Place, Price, Product, dan Promotion)

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HJ Public Finance
    Divisions: Fakultas Ekonomi > D3 - Keuangan Perbankan
    Depositing User: Isro'iyatul Mubarokah
    Date Deposited: 13 Jul 2013 20:53
    Last Modified: 13 Jul 2013 20:53
    URI: https://eprints.uns.ac.id/id/eprint/3335

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