Marketing Mix Strategy for KPR Indent iB Product: A Case Study at BTN Syariah KCS Malang
DOI:
https://doi.org/10.55927/ijabm.v4i3.273Keywords:
Marketing Mix Strategy, KPR Indent iB, Islamic Banking, BTN Syariah.Abstract
This study aims to analyze the implementation of the marketing mix strategy (7P) for the KPR Indent iB product at BTN Syariah KCS Malang. Employing a qualitative case study approach, data were collected through interviews, observation, and documentation with key informants involved in marketing and sales. The findings indicate that the product strategy emphasizes Sharia compliance and flexible features; price strategy focuses on competitive and transparent margins; place strategy utilizes both branch offices and digital platforms; promotion strategy includes personal selling, digital marketing, and collaboration with property developers; people strategy highlights trained and Sharia-literate staff; process strategy ensures fast and efficient service; and physical evidence supports customer trust through branding and service environment. The study concludes that the integrated application of the 7P marketing mix contributes significantly to enhancing the competitiveness and customer acquisition of the KPR Indent iB product. Recommendations include expanding digital promotion and strengthening developer partnerships to optimize future marketing efforts
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