KONSEP MARKETING DALAM INOVASI PRODUK PERBANKAN SYARIAH
Abstract: Business and banking
competition getting tougher and dynamic with the flow of modernity, in which
the bank is now not only save space but also as a place for investment and
financial consulting making banking products in Indonesia increasingly varied
to meet those needs. Product innovation is a keystone to the method of product
development. Product innovation can deliver the product to be repackaged or new
products. Product innovation is also done through the improvement or refinement
of existing products, adding features, specifications and the resulting
benefits. Islamic banking should be careful in product innovation so that the
demand for the product remains high. This means not only product innovation but
rather product oriented to customer oriented. In other words, the development
of innovative Islamic banking products is consistent with the requirements
(needs) and desires (wants) or taste current customers. Which is more important
in marketing and product innovation in Islamic banking is how the product and
the product innovation is not contrary to Islamic law or contrary to the Qur'an
and Sunnah. Product innovation must be done when the position of the PLC is in
decline sales.
Penulis: Himyar Pasrizal
Kode Jurnal: jpperadabanislamdd130344
