ANALISIS IMPLEMENTASI STRATEGI ONE DAY ONE STREET (ODOS) DAN ONE DAY ONE DISTRICT (ODOD) DALAM UPAYA PENETRASI PASAR PADA BPRS SARANA PRIMA MANDIRI PAMEKASAN

Abstrak

Abstrak

Persaingan lembaga keuangan syariah yang semakin ketat serta rendahnya literasi keuangan syariah mendorong BPRS Sarana Prima Mandiri Pamekasan menerapkan strategi pemasaran berbasis wilayah melalui program One Day One Street (ODOS) dan One Day One District (ODOD). Penelitian ini bertujuan menganalisis implementasi strategi ODOS dan ODOD, upaya menarik minat masyarakat, serta kendala yang dihadapi dalam pelaksanaannya. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi. Data dianalisis melalui reduksi data, penyajian data, dan penarikan kesimpulan serta diuji dengan triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa strategi ODOS dan ODOD dilaksanakan melalui kunjungan langsung ke wilayah sasaran dengan mengutamakan pendekatan personal, edukasi keuangan syariah, pelayanan jemput bola, dan komunikasi persuasif. Strategi tersebut mampu meningkatkan kepercayaan masyarakat dan memperluas jangkauan pemasaran BPRS. Namun, pelaksanaannya masih menghadapi kendala berupa rendahnya pemahaman masyarakat tentang perbankan syariah dan keterbatasan jangkauan wilayah. Oleh karena itu, BPRS perlu meningkatkan edukasi masyarakat dan memperkuat kapasitas pemasaran agar strategi dapat berjalan lebih optimal.

Kata Kunci: BPRS Sarana Prima Mandiri, One Day One District, One Day One Street, Penetrasi Pasar,  Strategi Pemasaran

Abstract

Increasing competition among Islamic financial institutions and the low level of Islamic financial literacy encourage BPRS Sarana Prima Mandiri Pamekasan to implement area-based marketing strategies through the One Day One Street (ODOS) and One Day One District (ODOD) programs. This study aims to analyze the implementation of these strategies, identify efforts to attract public interest, and examine the obstacles encountered during their implementation. This research employed a descriptive qualitative approach using interviews, observations, and documentation as data collection techniques. Data were analyzed through data reduction, data display, and conclusion drawing, while validity was ensured through source and technique triangulation. The findings indicate that ODOS and ODOD are implemented through direct visits to targeted areas by emphasizing personal approaches, Islamic financial education, pick-up services, and persuasive communication. These strategies have increased public trust and expanded the marketing reach of BPRS. However, challenges remain, including limited public understanding of Islamic banking and geographical constraints. Therefore, strengthening public education and improving marketing capacity are recommended to optimize the implementation of these strategies.

Keywords: BPRS Sarana Prima Mandiri, Market Penetration, Marketing Strategy,  One Day One District, One Day One Street.