Marketing Strategy Analysis of E-Gold Savings Products Based on the 7p Marketing Mix at Bank Syariah Indonesia in the Fatmawati Area
DOI:
https://doi.org/10.58258/5ed2jx88Abstract
The rapid growth of Sharia-compliant digital gold investment has encouraged Bank Syariah Indonesia (BSI) to introduce Tabungan E-mas as part of its Bullion Bank initiative, making BSI the first bullion bank in Indonesia. Although this product offers several advantages, including a minimum investment of IDR 50,000, real-time digital transactions, and easy access through the Byond by BSI application, studies examining the marketing strategy of Tabungan E-mas within the Bullion Bank ecosystem remain limited compared to previous studies on Islamic gold investment products. This study aims to analyze the marketing strategy of Tabungan E-mas at BSI Fatmawati Area using the 7P Marketing Mix framework, consisting of Product, Price, Place, Promotion, People, Physical Evidence, and Process. A descriptive qualitative approach was employed through in-depth interviews, observations, and documentation involving nine participants, including the Area Manager, Branch Manager, Area Manager of Pawning & Micro, Retail Transaction Banking Manager, Customer Service officer, three existing customers, and one prospective customer. Data were analyzed using the Miles, Huberman, and Saldaña interactive model through data reduction, data display, and conclusion drawing. The findings reveal that the Product, Price, Place, People, Physical Evidence, and Process dimensions have effectively supported the marketing performance of Tabungan E-mas, while Promotion remains the weakest dimension due to the relatively low level of public brand awareness. The novelty of this study lies in analyzing the marketing strategy of Tabungan E-mas as the first Bullion Bank product in Indonesia using the 7P Marketing Mix framework within the context of Islamic digital banking. This study contributes theoretically by enriching the literature on Islamic financial services marketing for digital gold investment and provides practical recommendations for BSI to strengthen promotional strategies, Islamic financial literacy, and the development of Bullion Bank servicesReferences
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