Analysis of Factors of Customer Purchasing Power for Fashion Products in the Digital Era

Abstrak

Islamic banking is an alternative financial system that is growing rapidly amid the dominance of conventional banks. However, the low public interest in Islamic services shows the need for an appropriate marketing strategy to increase the competitiveness of Islamic banks. This study discusses the sharia marketing strategy implemented by Bank Syariah Indonesia (BSI) KCP Jakarta Rawamangun. Using descriptive qualitative methods, data was collected through interviews, direct observation, and documentation. The results show that BSI implements the 7P marketing mix and STP (segmentation, targeting, positioning) strategy as well as technology-based approaches and service personalization. Through SWOT analysis, BSI is in an aggressive position, showing high growth potential. These strategies are expected to be able to increase Islamic financial literacy and attract public interest to switch to a banking system that is in accordance with Islamic principles.