IMPLEMENTASI ANALISIS SWOT DALAM STRATEGI PEMASARAN PADA PENGEMBANGAN PERBANKAN SYARIAH DI INDONESIA

Berliana Pradita Putri (), Muhammad Iqbal Fasa () and Suharto ()

Jurnal Aplikasi Bisnis, 2022, vol. 19, issue 2, 209-220

Abstract: ABSTRACT Marketing strategy is a planned and structured marketing procedure that will be carried out to achieve company goals. Along with the development of similar companies, competition is inevitable, especially in the banking industry. To face this competition, a company’s marketing of its products requires a process of understanding the company’s internal situation and the external environment in which the company will compete. This study aims to find out how Islamic banks must carry out marketing strategies in the face of competition in the future using SWOT analysis. Thus, the development of a marketing strategy based on the interpretation of the SWOT analysis of Islamic banks, namely: 1) SO (Strengths-Opportunities) Strategy, 2) WO (Weaknesses-Opportunities) Strategy, 3) ST (Strengths-Threats) Strategy, 4) WT (Weaknesses-Threats) Strategy. Keywords: Marketing strategy, Islamic bank, SWOT analysis ABSTRAK Strategi pemasaran adalah suatu tata cara atau prosedur pemasaran yang terencana dan terstruktur yang akan dilakukan untuk mencapai tujuan perusahaan. Seiring dengan perkembangan perusahaan sejenis, persaingan tidak dapat dihindarkan, khususnya di industri perbankan. Untuk menghadapi persaingan ini, pemasaran suatu perusahaan terhadap produknya memerlukan suatu proses pemahaman situasi internal perusahaan maupun lingkungan eksternal dimana perusahaan akan bersaing. Penelitian ini bertujuan untuk mengetahui bagaimana bank syariah harus melakukan strategi pemasaran dalam menghadapi persaingan di masa yang akan datang menggunakan analisis SWOT. Dengan demikian, pengembangan strategi pemasaran dari hasil interpretasi analisis SWOT bank syariah, yaitu: 1) Strategi SO (Strengths-Opportunities), 2) Strategi WO (Weaknesses-Opportunities), 3) Strategi ST (Strengths-Threats), 4) Strategi WT (Weaknesses-Threats). Kata kunci: Strategi marketing, bank syariah, analisis SWOT

Date: 2022
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