Strategi pemasaran terhadap peningkatan minat nasabah tabungan haji pada Bank Syariah Indonesia
Abstract
Bank Syariah Indonesia is one of the banks that offers Hajj savings products. This product is designed to help Muslims prepare for the administrative costs of performing the pilgrimage to the Holy Land. The Hajj Savings product not only functions as a means of saving, but also represents the banking industry's commitment to supporting the fifth pillar of Islam. The purpose of this study is to analyze the strategies used by Islamic banks to increase customer interest in Hajj savings products. This study also seeks to identify the factors that influence customers' decisions in choosing products and to assess the marketing strategies used to attract new customers. The method used in this research is the survey method, with data collection techniques and interviews with banking staff and customers who have Hajj Savings products at Bank Syariah Indonesia. The results of this research are expected to provide an overview of the effectiveness of Bank Syariah Indonesia's marketing strategies and their contribution to increasing third-party funding in Islamic banking.
Downloads
References
Adhaghassani, F. S. (2016). Strategi Bauran Pemasaran (Marketing Mix) 7P (Product, Price, Place, Promotion, People, Process, Physical Evidence). Resma, 3(2), 13–22.
Aini, M. D. N., & Safitri, R. (2022). Peran Kepuasan Memediasi Kualitas Pelayanan Dan Customer Relationship Management Terhadap Loyalitas Nasabah. Jurnal Tabarru’: Islamic Banking and Finance, 5(2), 513–525. https://repository.uin-malang.ac.id/15039/
Aprilia Dwi Ratnasari, & Rini Safitri. (2024). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Penggunaan BSI Mobile di Malang Raya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(9), 6798–6817. https://repository.uin-malang.ac.id/21415/
Dewi Saputri, S. (2023). Strategi Pemasaran Produk Tabungan Haji Pada Bank Syariah Indonesia. Jurnal Ilmiah Ekonomi Dan Manajemen, 1(3), h. 212.
Firdaus, V. S. (2024). Manajemen pemasaran digital bank syariah. 2, 1–7.
Hijrah, N. (2021). Analisis Strategi Pemasaran dalam Meningkatkan Nasabah Tabungan Haji pada Bank BNI Syariah Cabang Takalar. http://repositori.uin-alauddin.ac.id/19007/1/NUR HIJRAH H.S._FEBI.pdf
Maufur, M., & Putri, S. O. D. (2025). Analisis Marketing Mix 7P dalam Peningkatan Minat Nasabah terhadap Produk Tabungan Haji di Bank Syariah Indonesia. Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora, 11(2), 707–724. https://doi.org/10.37567/alwatzikhoebillah.v11i2.4100
Mayta Ashillia, G., & Iqbal Fasa, M. (2024). JICN: Jurnal Intelek dan Cendikiawan Nusantara ANALISIS KEUNGGULAN PEMASARAN PRODUK HAJI TERHADAP KEPUASAN NASABAH DI BANK SYARIAH INDONESIA ANALYSIS OF MARKETING ADVANTAGES OF HAJJ PRODUCTS ON CUSTOMER SATISFACTION AT BANK SYARIAH INDONESIA. JICN : Jurnal Intelek Dan Cendekiawan Nusantara, November, 7214–7223. https://jicnusantara.com/index.php/jicn
Muhammad Suhri. (2021). Strategi Pemasaran Tabungan Haji Terhadap Minat Masyarakat di Bank Syariah Mandiri Sumbawa Besar. Al-Bayan: Jurnal Hukum Dan Ekonomi Islam, 6469, 2746–6469.
Nasution, M. I., Prayogi, M. A., & Nasution, S. M. A. (2017). Analisis Pengaruh Bauran Pemasaran Terhadap Volume Penjualan. Jurnal Riset Sains Manajemen, 1(December), 1–12. https://doi.org/10.5281/zenodo.1012560
Pramudia, H. (2024). Strategi Peningkatan Pemasaran Produk Tabungan Haji Muda Indonesia PT. Bank Syariah Indonesia Tbk Kantor Cabang Pembantu FTSP UII. https://dspace.uii.ac.id/handle/123456789/51831%0Ahttps://dspace.uii.ac.id/bitstream/handle/123456789/51831/20213049.pdf?sequence=1&isAllowed=y
Puspitasari, N. S., & Safitri, R. (2022). Peran Bauran Pemasaran Dan Digital Marketing Dalam Meningkatkan Minat Menabung Di Kspps Bmt Nu Jombang. Jurnal Tabarru’: Islamic Banking and Finance, 5(2), 465–473. https://repository.uin-malang.ac.id/15050/
Sari Moiling. (2025). Analisis Mekanisme Pembukaan Rekening Tabungan Haji pada Bank Syariah Indonesia. Manajemen Dan Akuntansi (JEBMAK), 4(1), 1–10. http://ejournal.lapad.id/index.php/jebmak/issue/view/989
Strategi, I., Marketing, I., Haji, H., Pt, P., Muamalat, B., Kepanjen, C., Nur, I. A., Perbankan, J., Fakultas, S., & Malang, I. (2025). IMPLEMENTASI STRATEGI ISLAMIC MARKETING MIX DALAM MENINGKATKAN JUMLAH NASABAH TABUNGAN iB HIJRAH HAJI PADA PT BANK MUAMALAT INDONESIA, TBK CABANG KEPANJEN. http://etheses.uin-malang.ac.id/75444/
Copyright (c) 2025 Stefania Wahyu Safitri
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
