SHARIA BANKING IN INDONESIA: MANAGEMENT AND MARKETING STRATEGY

Ade Gunawan and Tsalis Syaifuddin
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Ade Gunawan: UIN KH. Abdurrahman Wahid Pekalongan, Indonesia
Tsalis Syaifuddin: UIN KH. Abdurrahman Wahid Pekalongan, Indonesia

Annals of the University of Craiova for Journalism, Communication and Management, 2022, vol. 8, issue 1, 121-129

Abstract: This study aims to determine how the form of management and marketing strategy of Sharia banks in Indonesia in increasing the number of customers. This research is called a case study because it uses a special case as a research subject for Sharia banks in Indonesia and the object of the research is the management and marketing strategy of Sharia banks. Data collection techniques used in the research include literature, interviews, and documentation. In analyzing this data the method used is the research method is qualitative, non-statistical descriptive. The results of this study conclude that the characteristics of the Sharia banking management system in Indonesia are operating based on the principle of profit sharing and avoiding speculative activities in financial transactions. Implementation of management is very necessary for the progress of Sharia banking in Indonesia. The marketing strategy of Sharia banks in Indonesia is to achieve the company’s business goals and gain profits both in the world and in the hereafter. Marketing has an important role in developing strategies to increase the number of customers because marketing is the function that has the most contacts and the external environment

Keywords: Management; marketing strategy; Sharia banking (search for similar items in EconPapers)
JEL-codes: Z0 (search for similar items in EconPapers)
Date: 2022
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