Penerapan Strategic Marketing Pada Bank Syariah Mandiri Kantor Cabang Jemur Handayani Surabaya
Abstract: Islamic Banking in
Indonesia are developing rapidly. it can be seen by the number of offices that
increase from year to year. This development of islamic banking can make a
competition between the islamic banking. Therefore, to face the tight
competition, islamic banking needs the right strategic marketing that
compatible with sharia principle. The strategic marketing consists of three
components. They are segmenting, targeting, and positioning. This research aims
to know how the application of strategic marketing in Bank Syariah Mandiri
Branch Office of Jemur Handayani Surabaya.
This research is using qulitative approach with case study strategy. The
data collecting method is using direct interview with Bank Syariah Mandiri
Branch Office of Jemur Handayani’s office workers. The data analysis method is
using descriptive qualitative approach.
The result of this research shows that strategic marketing which is
applied in Bank Syariah Mandiri Branch Office of Jemur Handayani are compatible
with sharia principle. Market segments in Bank Syariah Mandiri Branch Office of
Jemur Handayani are from lending and funding. For targeting, Bank Syariah
Mandiri Branch Office of Jemur Handayani is using the full market coverage
pattern. And the positioning is done by raising the quality of service.
Keywords: Strategic marketing,
Segmenting, Targeting, Positioning
Penulis: Aprilia Kinasih Putri
Ramadhani, Ari Prasetyo
Kode Jurnal: jpmanajemendd141267
