ANALYSIS OF MARKETING STRATEGY FOR FINANCING PODUCTS AT KSPPS AL-ANSHARI BUKITTINGGI

Abstract

Abstract –  This study aims to formulate a marketing strategy for financing products to increase the number of customers in terms of strengths, weaknesses, opportunities and threats. The type of research that the authors conducted was field research (field research) which is descriptive qualitative in nature. Data collection techniques were carried out through observation and interviews with KSPPS Al-Anshari Bukittinggi. Then the data that has been collected will be analyzed using SWOT analysis. Based on the results of research and analysis of data that has been carried out at KSPPS Al-Anshari Bukittinggi, it can be concluded that the marketing of financing products carried out by KSPPS Al-Anshari Bukittinggi is an SO strategy (Strenghs and Opportunities) with a total score of 4.27. The strengths for taking advantage of the opportunities taken are: 1. Improving marketing strategies for financing products through social media with technological advances, 2. Maximizing the Bajapuik system to make it easier for customers to process refunds, 3. Establishing good relations with prospective customers, 4. Conduct socialization or introduce the advantages of murabahah financing products.

Keywords: Marketing Strategy, Financing Product, SWOT Analysis