Marketing Strategy for Rahn Products and Transactions at an Indonesian Bank

Heryanto and Evo Ramadhoni
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Heryanto: STIE “KBP†Padang, Indonesia
Evo Ramadhoni: STIE “KBP†Padang, Indonesia

Expert Journal of Marketing, 2018, vol. 6, issue 2, 52-64

Abstract: The aims of this research were (1) to analyze the advantages and disadvantages of sharia unit Nagari Bank rahn products. (2) to analyze the transaction process of the Bank Nagari sharia rahn’s transaction process, and (3) to understand and analyze barriers and constraints in slowing Bank Nagari's rahn transactions. To determine the right strategy in order to increase sharia rahn sales at the Padang Branch of Bank Nagari Sharia, descriptive analysis was used, namely through SWOT analysis. The results of this study obtained the main constraints faced by Bank Nagari Sharia Unit in marketing rahn products related to weak socialization, lack of promotional activities, appropriate facilities and infrastructure. The strategies that must be developed include aggressive and diversified strategies.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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