PENJUALAN PRODUK iB HASANAH CARD MELALUI PROMOTION MIX PADA BNI SYARIAH CAB. KOTA PALANGKA RAYA

Jirhanuddin Jirhanuddin, Jelita Jelita, hasanah hasanah

Abstract


Promotion and selling is an important function that the key to successful banking operations. Banks should be able to see the needs and tastes of the dynamic market with highly competitive conditions. Moreover, products and services in Islamic banking is still new and is not widely known to the public so it must have its own character in the marketing and sales strategies. And here the authors are interested in researching the product sales iB Hasanah Card through the promotion, because it is supported also by the narrative of one of the employees of BNI sharia city of Palangkaraya stating that there is significant influence on variables Promotion product mix on sales volume iB Hasanah this card, plus another in 2015, Bank Indonesia (BI) has issued rules restricting the credit card ownership by age and income.

The formulation of the problem in this research; (1) How does the product characteristics iB Hasanah card (2) How can the sale of products iB Hasanah Card. This field research using qualitative descriptive approach, which is the object of research is the sale of products through the iB Hasanah Card Promotion mix on BNI Syariah Cab. While the research subjects were 2 employees in positions related. Methods of data collection using observation, interviews, and documentation. While the validity of the data is also attested by the triangulation technique, and then the data were analyzed through the method of collection, reduction, display, and Conclusions.

With a wide range of references theory used to support the research, the results showed that, the sale of products iB Hasanah Card through the promotion mix that has the largest percentage is advertising, which have a percentage of both is personal selling, the third is a public relations (public relations) or publicity and the percentage The fourth is a sales promotion. Where the largest percentage occurred in 2015 which amounted to 4.18% and the lowest percentage occurred in 2012 which amounted to 1.45%. Based on the results of the above data can be authors conclude also that in 2014 to 2015 only the advertising decreased from 65.97% to 60.38% it reinforces the reasons of the problems occurred that a change in Bank Indonesia Regulation No.14 / 2 / PBI / 2012 dated January 6, 2012 on Amendment to Bank Indonesia Regulation Number 11/11 / PBI / 2009 regarding Organization Card Payment Instrument.

Keywords


Promotion Mix, Product Sale

Full Text:

PDF

References


Abdullah, Thamrin dan Francis Tantri, Manajemen Pemasaran, Jakarta: Raja Grafindo Persada, 2012.

Al Arif, NurRianto, Dasar-Dasar Pemasaran Bank Syari’ah, Bandung: Alfabeta, 2010.

Arikunto, Suharsimi, Prosedur Penelitian Suatu Pendekatan Praktik, Jakarta: PT. Rineka Cipta, 1993.

Assauri, Sofjan, Strategi Marketing, Jakarta: Raja Grafindo Persada, 2012.

Budiman, Erwin, S. Pangemanan, S. Tangkuman, Analisis Perlakuan Akuntansi… 424 Jurnal EMBA Vol.2 No.1 Maret 2014.

Bungin, Burhan, Penelitian Kualitatif: Komunikasi, Ekonomi, Kebijakan Publik, dan Ilmu Sosial Lainnya, cet. IV, Jakarta: Kencana, 2010.

Bungin, Burhan, Analisis Data Penelitian Kualitatif, Jakarta: PT. Raja Grafindo Persada, 2003.

Corbin Juliet dan Anslem Strauss, Dasar-DasarPenelitianKualitatif, alihbahasa M. Shodiqdan Imam Muttaqien, Yogyakarta: PustakaPelajar, 2009.

Dawson, Catherine, Metode Penelitian Praktis: Sebuah Panduan, (Terj.) M. Widiono, Yogyakarta: Pustaka Poelajar, 2010, cet. I.

Departemen Agama Republik Indonesia, Al-Qur’an Dan Terjemahnya Mushaf Al-Burhan Edisi Wanita Tajwid, Bandung: Media Fitrah Rebbani.

Fathoni, Abdurrahmat Metodologi Penelitian & Teknik Penyusunan Skripsi, Jakarta: PT. Rineka Cipta, 2006.

Gunara,Thorik, Utus Hardiono, Marketing Muhammad: Strategi Andal dan Jitu Praktik Bisnis Nabi Muhahammad Saw, Bandung: Salamadani Pustaka Semesta, 2007.

Hasan, Ali, Marketing Bank Syariah: Cara Jitu Meningkatkan Pertumbuhan Pasar Bank Syariah, Bogor: Ghalia Indonesia, 2010.

Hurriyati, Ratih, Bauran Pemasaran dan Loyalitas Konsumen, Bandung: IKAPI, 2005.

Kasmir, Pemasaran Bank, Jakarta: Kencana, 2010.

Kasmir, Manajemen Perbankan, Jakarta: Raja Grafindo Persada, 2010.

Kotler, Philip, Kevin Lane Keller, Manajemen Pemasaran, Indonesia: Macanan Jaya Cemerlang, 2008.

Mardalis, Metode Penelitian SuatuPendekatan Proposal, Jakarta: BumiAksara, 2004.

Moleong, Lexy J., Metodologi Penelitian Kualitatif, Bandung: Remaja Rosdakarya, 2000.

Morissan, Periklanan: Komunikasi Pemasaran Terpadu, Jakarta: Kencana Frenada Media Group, 2010.

Nasution, Mustafa Edwin, dkk, Pengenalan Eksekutif Ekonomi Islam, Jakarta: Kencana, 2007.

Nurbiyati, Titik, Mahmud Mahchfoedz, Manajemen Pemasaran Kontemporer, Yogyakarta: Kayon, 2005.

Perreault, McCarthy, Intisari Pemasaran: Sebuah Ancangan Manajerial Global, Jakarta: Binarupa Aksara, 1995.

Rohman, Fatkur, Memahami Bisnis Bank Syariah, Jakarta:Gramedia Pustaka Utama, 2014.

Sarwono, Jonathan, Metode Penelitian Kuantitatif dan Kualitatif, Yogyakarta: Graha Ilmu, 2006.

Sugiyono, Memahami Penelitian Kualitatif, Bandung: ALFABETA, 2010, cet. VI

Sugiyono, MemahamiPenelitianKualitatif, Bandung: CV. Alfabeta, 2009.

Sholihin, Ahmad Ifham, Pedoman Umum Lembaga Keuangan Syari’ah, Jakarta: Gramedia Pustaka Utama, 2010.

Sopiah dan Etta Mamang Sangadji, Metodologi Penelitian, Yogyakarta: Andi Yogyakarta, 2010.

Subagyo, Joko, Metode Penelitian, Jakarta: PT. Rineka Cipta, 2004.

Sutanto, Herry, Khaerul Umam, Manajemen Pemasaran Bank Syariah, Bandung: Pustaka Setia, 2013.

Swastha, Basu, Azaz-azaz marketing, Yogyakarta: Liberty, 2002.

Syar’i, H. Ahmad, dkk, Pedoman Penulisan Skripsi, Palangka Raya: STAIN Palangka Raya Press, 2007.

Sunarto dan Riduan, Pengantar Statistika untuk Penelitian Pendidikan, Sosial, Ekonomi Komunikasi, dan Bisnis, Bandung: Alfabeta, 2007

Tan, Inggrid, Bisnis & Investasi Sistem Syariah, Yogyakarta: Universitas Atma Jaya, 2009.

Tika, Moh Pabundu, Metodologi Riset Bisnis, Jakarta: Bumi Aksara, 2006.

Tim Penyusun, dkk, Pedoman Penulisan Skripsi Sekolah Tinggi Agama Islam Negeri (STAIN) Palangka Raya Tahun 2007, Palangka Raya: STAIN Palangka Raya Press, 2007.

Tim Penyusun, dkk, Pedoman Penulisan Skripsi Sekolah Tinggi Agama Islam Negeri (STAIN) Palangka Raya Tahun 2013, Palangka Raya: STAIN Palangka Raya Press, 2013.

Tjiptono, Fandi, Pemasaran Jasa: Prinsip, Penerapan dan Penelitian, Yogyakarta: CV. Andi Offset, 2014.

Triton dan M. Hariwijaya, Pedoman Penelitian Ilmiah Skripsi dan Tesis, t.tp: Platinum, 2013.

Wijayanti, Titik, Marketing Plan dalam Bisnis, Jakarta: Gramedia, 2012.


Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 JURNAL AL-QARDH

JOURNAL AL-QARDH

Published by
Faculty of Islamic Economics and Business | Institut Agama Islam Negeri Palangka Raya
Jalan George Obos Komp. Islamic Centre,  Palangka Raya, Kal-Teng 73112, Indonesia

E-mail: al-qardh@iain-palangkaraya.ac.id
Phone: +6285248689402
Website: http://e-journal.iain-palangkaraya.ac.id/index.php/qardh

ISSN 2354 - 6034 (print) 
ISSN 2599 - 0187 (online)