Triandharta, Reza and Haque, Marissa Grace (2018) Analysis of Sharia Home Financing Products Marketing Strategy with Musyarakah Mutanaqisah (MMQ) Contract: Study in PT Bank FRWRD Tbk. JIME (Jurnal Ilmu Manajemen dan Ekonomika), 11 (1). pp. 35-43. ISSN ISSN: 2089-4309; e-ISSN: 2579-4841
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Abstract
The rapid development of sharia banking industry in Indonesia is inseparably from the population of 80 percent of Indonesian Muslim community. The development of mortgage business in Indonesia experi�enced a period of ups and downs. Especially for sharia-based KPR or commonly called the KPR iB is re�quired to be able to take advantage of a vast market in Indonesia. But in line with its development, the con�dition also triggers high level of competition among fellow financial institution in similar field. This prompted the banking sector to continue to innovate in developing KPR iB products that are easily accept�ed by many parties and in accordance with the principles of sharia. Coupled with the influence of uncon�trollable external factors from outside Indonesia, spurred PT Bank FRWRD Tbk to continuously evaluate strategies and breakthroughs in order to survive and continue to develop, formulate new strategy forms, in order to improve the competitiveness of companies and winning superior. This research begins by analyz�ing the internal and external environmental conditions of the company. In analyzing used SWOT analysis method to weight the degree of importance of each actor and factor. From the IE Matrix test, obtained competitive position PT Bank FRWRD Tbk on quadrant or cell IV IE Matrix, with growth concentration strategy through horizontal integration. By looking at the position: (1) compete; (2) strength; (3) weakness�es; (4) opportunities; and (5) threats. In this case PT Bank FRWRD Tbk should use the strategy: (1) market penetration; (2) market development; and also (3) horizontal integration strategy in addition to creating creative innovations should also be done. Keywords: Sharia Home Financing, MMQ Contract, SWOT Analysis, IE Matrixs, and Four Step Strategies
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Library of Congress Subject Areas > Prodi S2 Magister Manajemen Prodi S2 Magister Manajemen |
| Depositing User: | Mrs. Marissa Grace Haque |
| Date Deposited: | 26 Feb 2021 04:51 |
| Last Modified: | 04 Aug 2022 05:06 |
| URI: | http://repository.ibs.ac.id/id/eprint/1885 |
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