ANALISIS STRATEGI PEMASARAN PRODUK PEMBIAYAAN MURABAHAH PADA USAHA MIKRO DI BPRS HAJI MISKIN CABANG PAYAKUMBUH

Abstrak

Murabahah financing is a sale and purchase agreement that has been widely developed as a basic support for financing working capital and investment in sharia banking which has promising profit prospects for customers. Micro financing is a very important sector in the Indonesian economy, especially in supporting the development of micro businesses. This research aims to analyze the marketing strategy of murabahah financing products for micro businesses at BPRS Haji Miskin Kc. Payakumbuh. This type of research is descriptive qualitative research, data collection techniques are carried out by means of interviews, observation and documentation. The results of this research show that the marketing strategy for murabahah financing in micro businesses carried out by BPRS Haji Miskin Kc. Payakumbuh is a product strategy, in this case the application for financing products is carried out with easy terms and conditions. Price (price), in this case murabahah financing for micro businesses, installment payments are made using a daily system, namely 100 days without collection on red dates. Location Strategy, BPRS Haji Miskin Kc.Payakumbuh is easily accessible and close to housing. Promotion strategy, the promotion strategy carried out by BPRS Haji Miskin Kc. Payakumbuh is by word of mouth and outreach to customers. People strategy, a strategy that focuses on human resources involved in marketing murabahah financing products. Process strategy, a strategy that focuses on accelerating product introduction procedures until murabahah financing is carried out. And physical evidence strategy, a marketing strategy that refers to elements that provide concrete evidence of the quality and superiority of murabahah financing products.