ANALISIS STRATEGI PEMASARAN SYARIAH PADA PEMBIAYAAN CICIL EMAS DI BANK MUAMALAT KCP GENTENG BANYUWANGI

Sharia marketing strategy is a series of planning and implementation activities in introducing and disseminating products to the public based on Islamic principles such as honesty, justice, and freedom from elements of usury, gharar, and maisir. This research focuses on analyzing sharia marketing strategies implemented in gold installment financing at Bank Muamalat KCP Genteng, with the aim of identifying strengths, weaknesses, opportunities and threats through a SWOT analysis approach. This research uses qualitative methods with a case study approach, as well as data collection techniques in the form of observation, in-depth interviews and documentation.
The research results show that the marketing strategy is implemented using a marketing mix (4P) approach: products using Murabahah contracts, low margin prices, promotion through social media and community visits, and service locations that are easy to reach. Bank Muamalat KCP Genteng takes advantage of its strength as a pioneer of sharia Banking and the high level of public trust. However, there are weaknesses in terms of limited human resources and low community literacy. Opportunities open up through gold investment trends and sharia finance, while threats come from fluctuations in gold prices and competition between financial institutions.
IFAS analysis shows that Bank Muamalat KCP Genteng's main strength lies in its image as a pioneer of sharia Banking and high public trust, while its weaknesses are limited human resources and low public understanding of the product. On the other hand, EFAS analysis reveals that opportunities include increasing interest in gold investment and sharia financial trends, while threats come from fluctuations in gold prices and other competitors. The IFAS and EFAS results show that the SO (Strength–Opportunity) strategy is the superior strategy, namely utilizing internal strengths to optimally achieve external opportunities. With the right strategy, Bank Muamalat KCP Genteng has the potential to increase marketing effectiveness and growth in gold installment financing.