PROPOSED MARKETING STRATEGY TO INTEGRATED MARKETING COMMUNICATION OF BANK SYARIAH MANDIRI
| Main Authors: | Ichsan, Dimas Al; School of Business and Management - Institut Teknologi Bandung, Aprianingsih, Atik; School of Business and Management - Institut Teknologi Bandung |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4032 |
Daftar Isi:
- The Banking Industry is the Financial Services Industry with the largest assets in Indonesia. This then makes this industry in a fierce competition. Based on its principles in Indonesia, the banking system is divided into 2 (two) forms, namely Islamic banks and conventional banks. Bank Syariah Mandiri (BSM) is a Sharia commercial bank with the largest market share in Indonesia. However, BSM as a Sharia commercial bank has not become the top choice. This can be seen from the small market share of Islamic banks in the industry.Keywords: Sharia Bank, Marketing Mix, Marketing Strategy