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IJSTR >> Volume 8 - Issue 1, January 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Pension Fund Product Marketing Strategy At PT. Bank Syariah Mandiri In Pontianak City

[Full Text]

 

AUTHOR(S)

Muhammad Syaifullah; Sandi Adji Usman; Siska Putri Kusuma

 

KEYWORDS

Marketing Strategy, Pension Products, Marketing Mix.

 

ABSTRACT

The increasingly global competition in the banking world, the marketing strategy on pension fund products is still less effective in marketing, one of the reasons is that in looking for customers there are still less or less mass. The research method used is this study using a qualitative approach with descriptive research methods. Primary data sources are Customer Servise, Sales Force, Junior Counseling Banking Relations Manager and Bank Syariah Mandiri Pontianak customers. Secondary data sources are documentation of data and information obtained from Bank Syariah Mandiri, books, journals, news media, articles, and scientific writings related to the marketing mix strategy of Islamic banking products. Techniques and Data Collection Tools, namely Observation Techniques, Interview Techniques, and Documentation Techniques. Data analysis techniques are 1) Data Collection; 2) Data Condensation; 3) Display data; and 4) Conlusion Draw. Technique of Checking the Validity of Data is 1) Persistence of Observation of Member Check; and 3) Triangulation. The results of this study are 1) The funding strategy of pension fund products at PT Bank Syariah Mandiri in Pontianak City is to use 4P Mix Marketing, including: a.) Product is to provide special pension savings on this pension fund product; b.) Price is a way to provide profit sharing on retirement savings so that customers benefit because they use the mudharabah mutlaqah contract; c.) Promotion in terms of promotion is by way of advertising on retirement savings advertising is only done by installing baleho and there is no specific brochure of retirement savings, sales promotion, personal selling, and publicity. In addition, the main strategy of PT. Bank Syariah Mandiri in marketing retirement savings is by visiting customers' homes and target offices directly to offer products using the ball pick-up system; d.) Place in terms of place is by choosing a strategic location and easily accessible to the wider community. 2) The pension fund product financing strategy at PT Bank Syariah Mandiri is to use 4P Mix Marketing, including: a.) Product is to provide special financing to pensioners on this pension product that is consumer (multi-use); b.) Price in terms of prices on the distribution of pension fund products with financing to pensioners whose prices are determined by salary and the age of the customer to obtain the amount of financing obtained; c.) Promotion in terms of promotion of advertising, sales promotion, personal selling, and publicity. In addition, the main strategy of PT. Bank Syariah Mandiri in marketing pension financing is by directly visiting customers' homes and target offices to offer products using the ball pick-up system; d.) Place in terms of place is by choosing a strategic location and easily accessible to the wider community.

 

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The paper published is:
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