Analisis Strategi Pemasaran (Muamalat DIN) Digital Islamic Network dalam Meningkatkan Jumlah Nasabah Pada Bank Muamalat Indonesia KCP Metro

Abstract

The aim of this research is to analyze the marketing strategy (Muamalat DIN) of the Digital

Islamic Network at Bank Muamalat Indonesia KCP Metro through SWOT Analysis

techniques, observation, interviews, and documentation. Data were collected from 6 informants

to determine the weight and rating values related to the marketing strategy by analyzing internal

and external factors affecting Bank Muamalat Indonesia KCP Metro and to analyze internal

and external marketing strategies to enhance competitiveness in the market. The SWOT

Analysis technique resulted in 6 strengths, 3 weaknesses, 4 opportunities, and 4 threats. Based

on the Weight, Rating, and Score results with IFAS and EFAS, it is evident that the marketing

strategy is in quadrant I, indicating that the (Muamalat DIN) marketing strategy supports

growth oriented towards an aggressive strategy. This strategy aims to optimally utilize the

strengths of Bank Muamalat Indonesia KCP Metro, maximize available opportunities, known

as the SO strategy. It focuses on the (Muamalat DIN) marketing strategy by adopting an

aggressive approach utilizing Sharia advantages with Digitalization Trends, developing and

promoting digital sharia services to attract customers who prioritize compliance with Islamic

principles and are increasingly turning to digital services. By using advanced digital technology

to keep up with digitalization trends, Muamalat DIN can continuously develop and improve

digital services to follow the increasing trend of digitalization.