SOAR Analysis on the Marketing Strategy of BRISyariah iB Faedah Savings Products PT. BRISyariah KCP Mojosari-Mojokerto

Abstract

The research aims torrealizing the vision of PT. Bank Rakyat Indonesia Syariah (PT. BRISyariah) Mojosari-Mojokerto Branch Office on the marketing strategy of the BRISyariah iB Faedah Savings product using 9P marketing mix elements consisting of Process, People, Products, Prices, Places,Promotions, Physical Evidence,Promises, Patience and SOAR analysis. SOAR analysis (Strength, Opportunity, Aspiration, Result) analysis is performed to analyze the company's condition. This study is to determine the marketing mix application of the Faedah Savings product of Bank Rakyat Indonesia Syariah iB Branch Office and to know the marketing strategy undertaken by PT. BRISyariah Mojosari-Mojokerto Branch Office based on SOAR analysis. This research used qualitative research methods and data sourced from the results of interviews, observations, and, documentation. The research location at PT. BRISyariah Mojosari-Mojokerto Branch Office. The results from this research of a marketing strategy that is in accordance with the 9P marketing mix and the results of the SOAR analysis, namely the discovery of a strategy to improve the marketing strategy, namely expansion of the marketing network, maximally marketing mechanisms, collaborating with other parties in the sharia finance realm, improving the quality of human resources and increasing promotion of the BRISyariah iB Faedah Savings product among conventional banks.