Analisis Peran Bank Syariah Indonesia dalam Meningkatkan Minat Nasabah dalam Menjalankan Ibadah Haji (Studi pada Bank Syariah Indonesia KCP Lawang-Malang)

Abstract

This study aims to determine how Indonesian Islamic banks influence customers to participate in the Hajj pilgrimage. This approach uses a qualitative method, namely by collecting data from staff and customers of the Hajj savings branch of Bank Syariah Indonesia in Lawang-Malang, with seven informants selected based on certain criteria. This study uses a field research method, namely data collected through interviews, observations, and documentation. The results of this study indicate that the Hajj savings product at the Bank Syariah Indonesia branch in Lawang-Malang is effective, as seen from the product bundling and increased customer interest indicated by more account openings. The bank uses a comprehensive promotional strategy, collaborating with companies, KBIH (Hajj Guide Group), and travel agents, to promote the Hajj savings. They also use direct offers to regular savings account holders and contact potential customers from their existing database. The influence of technology fund services in this study combines digital methods through social media and traditional approaches such as brochures to reach diverse customer segments.

Keywords: Hajj saving, marketing strategy, service quality,customer interest