ANALISIS STRATEGI PEMASARAN TERHADAP PEMBIAYAAN PENSIUNAN PEGAWAI NEGERI SIPIL PADA BANK SYARIAH
Keywords:
strategi pemasaran, pembiayaan pensiunan, Bank SyariahAbstract
This article examines the marketing strategies implemented by Islamic banks in pension
financing products for civil servants (PNS) in Indonesia. With the increasing interest of civil
servants to use Islamic financial institutions, Islamic banks face significant opportunities and
intense competition in offering such products. This analysis focuses on important aspects such
as the marketing mix, segmentation, targeting, and positioning. Research shows that
transparency, adherence to sharia principles, and innovation in marketing communications
are crucial factors in attracting and retaining customers. A more holistic and data-driven
approach is needed to meet the needs of PNS customers who are stable and guaranteed income.
The results of the study are expected to provide insights for the development of more effective
marketing strategies, as well as improving the performance of the Islamic banking industry in
Indonesia, especially in the context of pension financing. Financial education and the use of
digital technology are also considered important to support customers in planning their
retirement. Thus, Islamic banks are expected to design products that are relevant and
responsive to market dynamics and customer needs, creating high loyalty and increasing
competitiveness in the Islamic banking sector.
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