Promotion Strategy Through Social Media to Attract Customer Interest in Using iB Hijrah Saving Products at Bank Muamalat Indonesia

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Yolinda Febby Choirunnissa Fitra Rizal

Abstract

iB Hijrah Savings is a savings product of Bank Muamalat Indonesia KCP Madiun. The iB Hijrah savings product is offered to prospective customers using a promotional strategy. The fact is that Bank Muamalat Indonesia KCP Madiun in promoting the iB Hijrah savings product through social media, is not optimal. This is evidenced by customers who do not know about the iB Hijrah savings product. This study aimed to determine the promotion strategy through social media of the iB Hijrah savings product, the driving factors and constraints faced by the bank and the impact of implementing the promotion strategy through social media. This type of research is field research using qualitative methods with a descriptive approach. The results of this study indicate that Bank Muamalat Indonesia KCP Madiun promotes iB Hijrah savings products through social media in the form of Instagram, YouTube and WhatsApp products. Constraints in the implementation of promotion strategies through social media, namely data on customers' whatsapp numbers that have been changed, lack of customer facilities in accessing social media, lack of customer knowledge and understanding of social media. The impact of implementing the promotion strategy through social media is that the impact is less than optimal. Promotion strategy through social media carried out by Bank Muamalat Indonesia KCP Madiun to attract customers' interest in using the iB Hijrah savings product, namely through Instagram, YouTube and WhatsApp social media, The driving factor for Bank Muamalat Indonesia KCP Madiun in carrying out promotions through social media is that the reach of promotions through social media is wider, the information conveyed by the bank is faster and more numerous, and it makes it easier for customers to find out Bank Muamalat products through social media. Meanwhile, the obstacles in implementing the promotion strategy through social media to attract customers' interest in using the iB Hijrah savings product at Bank Muamalat Indonesia KCP Madiun, namely data on the customer's WhatsApp number that has changed, the lack of customer facilities in accessing social media, and the lack of customer knowledge and understanding of social media, 3. The impact of implementing a promotional strategy through social media to attract customers' interest in using the iB Hijrah savings product at Bank Muamalat Indonesia KCP Madiun is that the impact is less than optimal.

Article Details

How to Cite
CHOIRUNNISSA, Yolinda Febby; RIZAL, Fitra. Promotion Strategy Through Social Media to Attract Customer Interest in Using iB Hijrah Saving Products at Bank Muamalat Indonesia. Proceeding of Annual International Conference on Islamic Economics (AICIE), [S.l.], v. 2, n. 1, p. 179-189, sep. 2023. ISSN 2963-6116. Available at: <https://prosiding.iainponorogo.ac.id/index.php/aicie/article/view/1025>. Date accessed: 04 mar. 2024. doi: https://doi.org/10.21154/aicie.v2i1.1025.
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