Analysis of marketing strategies in musyarakah financing products after the co-19 pandemic (case study on PT BPRS Lantabur Tebuireng Jombang)

Erminati Pancaningrum, Novita Mardiani, Ayu Rohma Yunita

Abstract


The purpose of the study was to determine the marketing strategy applied by PT BPRS Lantabur Tebuireng in marketing musyarakah financing products after the Covid 19 pandemic. This research uses a qualitative method. The informants of this research are the Head of Operations of the head office, and two senior marketers who have experience in marketing lending for more than 5 years. Data collection techniques using in-depth interviews, observation and documentation. The results of this study are marketing lending strategies in marketing musyarakah financing products during the pandemic to post-pandemic covid-19, in marketing financing products, especially musyarakah products, Segmentation Targeting and Positioning of musyarakah financing products that will be marketed. PT BPRS Lantabur Tebuireng also plans a marketing mix strategy which in this study is more emphasised on product, price, place, promotion, people, process. In addition, in granting credit or financing a bank certainly has special requirements, one of which is the 5C Principle, which is the principle that must be fulfilled by prospective debtors before receiving financing or credit. The application of the 5C principle aims to reduce credit risk in the future.


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