Analisis Peran BPRS Ampek Angkek Canduang Dalam Meningkatkan Minat Masyarakat Untuk Menjadi Nasabah
DOI:
https://doi.org/10.24252/iqtisaduna.v12i1.66199Keywords:
Islamic Rural Bank, Marketing Strategy, Islamic Financing, Customer Interest.Abstract
This study aims to analyze the role of BPRS Ampek Angkek Canduang in increasing public interest in becoming customers through financing product marketing strategies. The research employs a descriptive qualitative approach with field research methods. Data were collected through in-depth interviews with management, staff, and customers, and analyzed using thematic analysis techniques. The findings indicate that marketing strategies focus on three main aspects: product, price, and promotion. Murabahah financing serves as the flagship product due to its simplicity and fixed margin certainty. Pricing strategies are implemented competitively and supported by flexible policies such as installment relief. Promotional efforts are conducted through direct marketing and social media utilization. However, effectiveness remains constrained by limited internal resources, low Islamic financial literacy, and competition from conventional financing products. These findings highlight the importance of strengthening Islamic financial education, enhancing marketing capacity, and implementing digital transformation to increase public interest in Islamic rural banks.
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References
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