ANALISIS PEMASARAN STRATEJIK PEMBIAYAAN PERUMAHAN SYARIAH DI SUMATERA BARAT: STUDI PADA BANK BTN KANTOR CABANG SYARIAH PADANG

Fithriyani, Fithriyani and Haque, Marissa Grace (2023) ANALISIS PEMASARAN STRATEJIK PEMBIAYAAN PERUMAHAN SYARIAH DI SUMATERA BARAT: STUDI PADA BANK BTN KANTOR CABANG SYARIAH PADANG. ANALISIS PEMASARAN STRATEJIK PEMBIAYAAN PERUMAHAN SYARIAH DI SUMATERA BARAT: STUDI PADA BANK BTN KANTOR CABANG SYARIAH PADANG, 5 (4). pp. 762-773. ISSN ISSN: 2622 – 8882, E-ISSN: 2622-9935

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Abstract

The aim of this study is to see and analyze the type of strategy to what extent or to what extent the strategic accuracy of sharia housing finance marketing has been carried out by Bank BTN Syariah Padang branch office so far. This study used a mixed methods approach, supplemented by descriptive analysis. Thisstudy uses mixed-method approaches, equipped with descriptive analysis.The SWOT analysis method is used to determine the relative importance of each actor and factor. Bank BTN Syariah Padang branch office’s competitive position is determined by the IE Matrix test in quadrant or cell IV, By examining the position, we can identify the following characteristics: (1) ability to compete; (2) strength; (3) weakness; (4) opportunities; and (5) threats. In this case, the Bank BTN Syariah Padang branch office’s should implement the following strategies: (1) market penetration; (2) market development; and (3) horizontal integration strategy, in addition to developing creative innovations. Keywords: KPR iB, MMQ Contract, SWOT Analysis, IE Matrix, Four-Step Strategy

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:	24 Aug 2023 07:14
Last Modified:	24 Aug 2023 07:14
URI:	http://repository.ibs.ac.id/id/eprint/7097

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