EDUCATION MARKET STRATEGY SUGGESTION IN ENHANCED BANK SYARIAH NUMBER OF CUSTOMERS CASE STUDY: BANK JABAR SYARIAH

• Main Author: KRISNANDY (NIM : 29107041); Pembimbing: Drs. Herry Hudrasyah, MA, WIDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17555
• Institution: Institut Teknologi Bandung

Currently sharia bank market share is still relatively small if compared with the conventional banks. In 2008, sharia bank has the total Rp 49.5 trillion of assets and market share to reach about 2.2% of total banking industry. Very slow growth is influenced by variety of factors, including the society knowledge of sharia banking is still less. Sharia banking products that has <br /> <br /> <br /> not known make constraint for the consumer. Consumers feel that the product of sharia banking have the same characteristic with conventional bank products. Other factors that affect the slow growth of sharia banking is human capital of sharia banking. Number of human capital of sharia banking are still not sufficient to support the growth of sharia banking in 5%. Beside these two factors, the promotion of sharia banking is very less and not sustainable. This case is caused by the capital support that has not been sufficient to make the massive promotions. Lack of capital and well human capital, prevent the communication of information to be submitted by sharia banking to the consumers. <br /> <br /> <br /> The objective of this research is to analyze the factors that hamper the growth of sharia banking in general and also analyze the constraints and obstacles to be faced by the Bank Jabar Syariah in spin off process of Unit Usaha Syariah (UUS) to Bank Umum Syariah (BUS). In addition, the analysis is about communication process that can be done Bank Jabar Syariah to convey information about the Bank Jabar Syariah, so that can make awareness of the Bank Jabar Syariah increased. Collecting data is obtained through secondary data derived from data issued by government institution and also the data derived from the Internet and the Website, and also survey data that have been published by the research institution. <br /> <br /> <br /> Based on the data collected, the delivery of information to customers and prospective customers, can be done with the process of Brand Communication. Choosing media promotions and communications have to well planning and in accordance with the target consumers so that <br /> <br /> <br /> information on sharia banking and Bank Jabar Syariah, can be obtained easily and give good perception in society.