STRATEGI PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN ZAITUN DI PT. BPRS RIYAL IRSYADI

WULANDARI, TRI (2022) STRATEGI PENINGKATAN JUMLAH NASABAH PRODUK TABUNGAN ZAITUN DI PT. BPRS RIYAL IRSYADI. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the strategy of internal and
external factors, as well as to know the strategy that must be carried out by the Riyal
Irsyadi BPRS bank in increasing the number of customers on olive savings products.
This study uses a qualitative method (field research) with a mix method approach and
the application of qualitative SWOT analysis and quantitative SWOT analysis on the
olive savings product of BPRS Riyal Irsyadi . The data collection technique used is
interview (interview), questionnaire (questionnaire), and documentation. The
resource persons in this study were employees of BPRS Rival Irsyadi from the
Marketing Funding section.
The results showed that the marketing strategy for olive savings products at
Bank BPRS Riyal Irsyadi in increasing the number of customers is to carry out pick
up services, provide excellent service (service excellent), innovate products, add
office networks, modify digital based products, as well as making all Islamic Bank
Riyal employees as ―marketing funding‖ utilizing and using social media to market
BSR products. In addition, in marketing its products, a marketing mix strategy is
applied, which consists of 4P, namely product strategy (Product), price strategy
(Price), place strategy (Place) , and promotion strategy (Promotion). The results of
the SWOT analysis produce four alternative strategies that can be carried out by
Riyal Irsyadi‘s BPRS, namely the SO strategy, WO strategy, ST strategy, and WT
strategy. With this, the most appropriate strategy is carried out by BPRS Riyal
Irsyadi in carrying out the strategy, namely supporting the SO strategy, which is a
very profitable situation for the company.

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