Marketing strategy with marketing intelligence to increase the market share of Indonesian Sharia Banks
DOI:
https://doi.org/10.61511/jembar.v3i1.2025.1931Keywords:
conventional bank, Indonesian islamic bank, marketing intelligence, market share, marketing strategyAbstract
Background: With the potential market share as the country with the largest Muslim population in the world, the existence of Bank Syariah Indonesia (BSI) in Indonesia has indeed increased the development of Islamic banking, but has not been able to keep up with the prevalence of conventional bank market share so that both external and internal marketing strategies are needed with the utilization of marketing intelligence. This study aims to identify the characteristics of BSI customers by analyzing processes and performance, including comparing strengths and weaknesses with conventional banks so as to obtain marketing strategies to increase BSI market share. Methods This research is descriptive with a qualitative approach to the data obtained from interviews, documentation, and analysis of research subjects. Findings: The results show that the characteristics of BSI customers are young urban people with higher education and middle to upper economic levels. In BSI's marketing process and performance, the utilization of marketing intelligence is likened to an intelligence cycle, although it is not optimal because it still depends on data from external research companies. BSI has also not optimally implemented Blue Ocean Strategy that utilizes product uniqueness and tends to conduct Red Ocean Strategy to dominate the conventional bank market in increasing market share. Conclusion: The recommended marketing strategies include utilizing product uniqueness to create new markets, developing user-friendly transaction technology and digital platforms, strengthening positioning and brand awareness through Islamic ecosystem-based marketing, and intensifying digital marketing as a brand presence that increases public trust. Novelty/Originality of this article: The novelty aspect refers to the new or innovative elements in a research study that distinguish it from previous work. It includes unique contributions, new methods, or findings that have not been explored before in the field.
References
Abdalla, M. M., Oliveira, L. G. L., Azevedo, C. E. F., & Gonzalez, R. K. (2018). Quality in Qualitative Organizational Research: types of triangulation as a methodological alternative. Administração: Ensino e Pesquisa, 19(1), 66–98. https://doi.org/10.13058/raep.2018.v19n1.578
Abdullah, T., & Wahjusaputri, S. (2018). Bank dan Lembaga Keuangan. Mitra Wacana Media.
Abedian, M., Amindoust, A., Maddahi, R., & Jouzdani, J. (2022). A Game Theory Approach to Selecting Marketing-Mix Strategies. Journal of Advances in Management Research, 19(1), 139–158. https://doi.org/10.1108/JAMR-10-2020-0264
Adibah, A. W. (2016). Studi Analisis Pembentukan Undang- Undang Nomor 21 Tahun 2008 Tentang Perbankan Syariah Dalam Perspektif Politik Hukum Nasional. An-Nisbah: Jurnal Ekonomi Syariah, 2(2), 1–20. https://doi.org/10.21274/an.2016.2.2.1-20
Suhaimi, A. M. (2021). Studi Manajeman Risiko Pada Bank Syariah Indonesia (BSI). Jurnal Manajemen Risiko, 2(I), 73–78. https://doi.org/10.33541/mr.v2ii.3438
Apriliani, S., Maulidin, M., & Nurjannah, A. (2022). Strategi Marketing Pegawai Bank Syariah Dalam Merekrut Nasabah Di Bank Syariah Indonesia Kcp Plered 2. Al Naqdu: Kajian Keislaman, 03(01), 1–9. https://www.jurnal.iaicirebon.ac.id/index.php/alnaqdu/article/view/20
As’ad, S. (2020). Sharia Bank Marketing Communication Strategies in Increasing Brand Awareness (Study on Islamic Bank in Yogyakarta City). Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies, 20(2), 228–248. https://doi.org/10.18196/aiijis.2020.0122.228-248
Asnaini, & Yustati, H. (2017). Lembaga Keuangan Syari’ah (Teori dan Praktiknya di Indonesia). Pustaka Pelajar.
Bans-Akutey, A., & Tiimub, B. M. (2021). Triangulation in Research. Academia Letters, 3392, 1–6. https://doi.org/10.20935/al3392
Dam, N. A. K., Dinh, T. Le, & Menvielle, W. (2019). Marketing Intelligence from Data Mining Perspective — A Literature Review. International Journal of Innovation, Management and Technology, 10(5), 184–190. https://doi.org/10.18178/ijimt.2019.10.5.859
Defiansih, D. D., & Kardiyem. (2021). Pengaruh Religiusitas, Pendidikan Keluarga, dan Sosialisasi Keuangan Terhadap Literasi Keuangan Syariah Dengan Kecerdasan Intelektual Sebagai Variabel Moderasi. Jurnal Ekonomi Dan Pendidikan, 18(1), 34–51. https://doi.org/10.21831/jep.v18i1.33146
Diamond, S. (2019). Digital Marketing All-in-One for Dummies. John Wiley & Sons, Inc.
Duraichamy, J., & Prasad, R. T. . (2016). A Study on the Marketing Mix in Banking Sector – With Special Reference To State Bank of India. Shanlax International Journal of Economics, 4(2), 78–87. https://www.shanlaxjournals.in/pdf/ECO/V4N2/ECO_V4_N2_011.pdf
Erwin, Ardyan, E., Ilyas, A., Ariasih, M. P., Nawir, F., Sovianti, R., Amaral, M. A. L., Setiawan, Z., Setiono, D., & Munizu, M. (2023). Digital Marketing (Penerapan Digital Marketing pada Era Society 5.0). Sonpedia Publishing Indonesia.
Febriansyah, R., Fasa, M. I., & Suharto. (2022). Analisis SWOT dalam Strategi Pemasaran Produk Perbankan Syariah di Indonesia. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(1), 62–72. https://doi.org/10.47467/alkharaj.v4i1.364
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10(2), 1–10. https://doi.org/10.1177/2158244020919517
Haerawan, & Magang, Y. H. (2019). Analisis SWOT dalam Menentukan Strategi Pemasaran Alat Rumah Tangga di PT Impressindo Karya Steel Jakarta-Pusat. Ilmiah Manajemen Bisnis, 5(2), 175–189. https://doi.org/10.22441/jimb.v5i2.6833
Harmoko, I. (2018). Strategi Pemasaran Produk Penghimpunan Dana Bank Syariah dalam Upaya Meningkatkan Pangsa Pasar Perbankan Syariah. Wadiah, 2(1), 16–28. https://doi.org/10.30762/wadiah.v2i1.2991
Harmono. (2022). Manajemen Keuangan Berbasis Balanced Scorecard Pendekatan Teori, Kasus, dan Riset Bisnis. Bumi Aksara.
Haryani. (2023). Analisa SWOT. In Sepriano & Efitra (Eds.), Manajemen Pemasaran (Implementasi Manajemen Pemasaran pada Masa Revolusi Industri 4.0 menuju era Society 5.0).
Hayati, S., Susianti, N., & Azim, M. P. (2022). Marketing Strategy of Griya iB Hasanah Financing Products: Evidence from the Bank Syariah Indonesia in Mataram. Maliki Islamic Economics Journal, 1(2), 70–85. https://doi.org/10.18860/miec.v1i2.14229
Hendar, & Mutamimah. (2017). Sharia Marketing Innovativeness on Marketing Performance Model. 5th Asean’s International Conference on Islamic Finance (AICIF), 1–16.
Hernando, R. (2023). Segmentasi, Positioning, Targerting. In Sepriano & Efitra (Eds.), Manajemen Pemasaran (Implementasi Manajemen Pemasaran pada Masa RevolusiIndustri 4.0 menuju era Society 5.0. PT. Sonpedia Publishing Indonesia.
Hidayat, A. R., & Trisanty, A. (2020). Analisis Market Share Perbankan Syariah di Indonesia. At-Taqaddum, 12(2), 183–200. https://doi.org/10.21580/at.v12i2.6449
Hidayatullah, M. F., Bambang Irawan, Sudaryanto, Ahmad Roziq, & Ma’mun, S. (2023). Enhancing Customer in Islamic Banking: a Case Study of Bank Syariah Indonesia’s Marketing Strategy. International Journal of Islamic Business and Economics (IJIBEC), 7(2), 128–138. https://doi.org/10.28918/ijibec.v7i2.1966
Ibrohim, I., Triana, L., & Nopianti, R. (2022). Faktor-Faktor yang Berperan pada Literasi Keuangan Mahasiswa Muslim di Kota Serang. Owner: Riset dan Jurnal Akuntansi, 6(4), 4187-4198. https://doi.org/10.33395/owner.v6i4.1084
Idrus, M. (2011). Metode Penelitian Ilmu Sosial: Pendekatan Kualitatif dan Kuantitatif. Erlangga.
Islam, M. F., & Rahman, M. M. (2015). Service Marketing Mix and their Impact on Bank Marketing Performance: A case Study on Janata Bank Limited, Bangladesh. Journal of Worldwide Holistic Sustainable Development, 1(1), 16–31. https://www.hsdni.org/wp-content/uploads/2015/05/JWHSD-16-32.-Islam-and-Rahman.pdf
Kasmir. (2019). Manajemen Perbankan. RajaGrafindo Persada.
Kusumaningrum, D., Sari, P. A., Panjaitan, A. Y., & Panggiarti, E. K. (2024). Pengaruh Kombinasi Bisnis PT. Bank Syariah Indonesia (BSI) Tbk Terhadap Perkembangan Ekonomi Syariah di Indonesia. CEMERLANG:Jurnal Manajemen Dan Ekonomi Bisnis, 4(1), 169–179. https://doi.org/10.55606/cemerlang.v4i1.2299
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long Live the Marketing Mix. Testing the Effectiveness of the Commercial Marketing Mix in a Social Marketing Context. Journal of Social Marketing, 10(3), 357–375. https://doi.org/10.1108/JSOCM-10-2018-0122
Lasrin, D. A., Hidayati, S., & Permadhy, Y. T. (2021). Analisis Faktor-faktor Kinerja Keuangan yang Mempengaruhi Market Share Perbankan Syariah di indonesia. Prosding Koeferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi, 2, 728–743. https://conference.upnvj.ac.id/index.php/korelasi/article/view/1107
Lingga, A. F. (2023). Analisis Potensi Kelas Menengah Muslim Indonesia sebagai Pasar Bagi Bank Syariah Indonesia (BSI). Jurnal Ilmu Komputer, Ekonomi Dan Manajemen (JIKEM), 3(1), 551–563.
Lismawati, & Amaliyah, L. N. (2023). Peran Blue Ocean Strategy Dalam Manajemen Pendidikan. Jurnal Ilmiah Multidisiplin, 2(2), 453–461. https://doi.org/10.56799/jim.v2i2.1182
Mahmoud, M. A., Seidu, A. S., Tweneboah-Koduah, E. Y., & Ahmed, A. S. (2024). Green Marketing Mix and Repurchase Intention: The Role of Green Knowledge. African Journal of Economic and Management Studies. https://doi.org/10.1108/AJEMS-04-2023-0137
Mardiyanto, E. (2021). Implementasi Marketing Mix dalam Pemasaran Perbankan Syariah. Al-Iqtishod : Jurnal Pemikiran Dan Penelitian Ekonomi Islam, 9(1), 93–103. https://doi.org/10.37812/aliqtishod.v9i1.227
Moleong, L. J. (2017). Metode Penelitian Kualitatif. Remaja Rosdakarya.
Mukti, T. W., & Suprayogi, N. (2019). Apakah Bank Syariah Berbeda dengan Bank Konvensional (Kajian Fenomenologi). Jurnal Ekonomi Syariah Teori Dan Terapan, 6(6), 1137–1152. https://doi.org/10.20473/vol6iss20196pp1137-1152
Murdiyanto, E. (2020). Penelitian Kualitatif (Teori dan Aplikasi disertai contoh proposal). UPN ”Veteran” Yogyakarta Press.
Noval, M., & Aisyah, L. (2021). Analisis Pengaruh Dana Syirkah Temporer dan Efisiensi Operasi Terhadap Profitabilitas Bank Syariah. Jurnal Ilmiah Ekonomi Islam (JIEI), 7(01), 113–122. https://doi.org/10.29040/jiei.v7i1.1640
Octaviano, A. (2024). Potensi Pasar Bank Syariah Besar, BSI Targetkan Peningkatan 3 Juta Nasabah Tiap Tahun. https://keuangan.kontan.co.id/news/potensi-pasar-bank-syariah-besar-bsi-targetkan-peningkatan-3-juta-nasabah-tiap-tahun
Otoritas Jasa Keuangan. (2021). Strategi Nasional Literasi Keuangan Indonesia 2021 - 2025. Otoritas Jasa Keuangan. https://ojk.go.id/id/berita-dan-kegiatan/publikasi/Pages/Strategi-Nasional-Literasi-Keuangan-Indonesia-2021-2025.aspx
Otoritas Jasa Keuangan. (2022a). Laporan Perkembangan Keuangan Syariah Tahun 2021: Menjaga Ketahanan Keuangan Syariah dalam Momentum Pemulihan Ekonomi. Otoritas Jasa Keuangan. https://ojk.go.id/id/kanal/syariah/data-dan-statistik/laporan-perkembangan-keuangan-syariah-indonesia/Pages/Laporan-Perkembangan-Keuangan-Syariah-Indonesia-2021.aspx
Otoritas Jasa Keuangan. (2022b). Siaran Pers Survei Nasional Literasi dan Inklusi Keuangan Tahun 2022. https://ojk.go.id/id/berita-dan-kegiatan/siaran-pers/Pages/Survei-Nasional-Literasi-dan-Inklusi-Keuangan-Tahun-2022.aspx
Otoritas Jasa Keuangan. (2023a). Laporan Perkembangan Keuangan Syariah Indonesia Tahun 2022. Otoritas Jasa Keuangan. https://ojk.go.id/id/kanal/syariah/data-dan-statistik/laporan-perkembangan-keuangan-syariah-indonesia/default.aspx
Otoritas Jasa Keuangan. (2023b). Roadmap Pengembangan dan Penguatan Perbankan Syariah Indonesia 2023-2027. Otoritas Jasa Keuangan. https://ojk.go.id/id/berita-dan-kegiatan/info-terkini/Pages/Roadmap-Pengembangan-dan-Penguatan-Perbankan-Syariah-Indonesia-2023-2027.aspx
Pandukuri, N., Mazeed, S. A., & Sunanda, K. (2022). The Effect of Marketing Intelligence on Customer Loyalty. International Journal of Marketing and Human Resource Management (IJMHRM), 13(3), 39–49. https://doi.org/10.17605/OSF.IO/4GWMR
Prastiwi, A., Soemitra, A., & Dalimunte, A. A. (2022). Strategy to Increase Market Share of Bank Syariah Indonesia (BSI) in North Sumatra Region. Jurnal Ilmiah MIZANI: Wacana Hukum, Ekonomi, Dan Keagamaan, 09(01), 32–42. https://doi.org/10.29300/mzn.v9i1.7626
Putri, B. P., Fasa, M. I., & Suharto. (2022). Implementasi Analisis SWOT dalam Strategi Pemasaran Pada Pengembangan Perbankan Syariah di Indonesia. Jurnal Aplikasi Bisnis, 19(2), 209–220. https://doi.org/10.20885/jabis.vol19.iss2.art2
Ritter, T., & Pedersen, C. L. (2024). Is Segmentation a Theory? Improving the Theoretical Basis of a Foundational Concept in Business-to-Business Marketing. Industrial Marketing Management, 116, 82–92. https://doi.org/10.1016/j.indmarman.2023.11.012
Riyaldi, R., Aravik, H., & Choirunnisak, C. (2022). Analisis Strategi Pemasaran Pembiayaan Murabahah Pada Bank Syariah Indonesia (Studi Kasus Bank Syariah Mandiri KC Simpang Patal Palembang). Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 2(2), 377–394. https://doi.org/10.36908/jimpa.v2i2.82
Safrina. (2024). BSI Dukung Pengembangan Usaha Mikro, Siap Salurkan 16 Triliun KUR Syariah di 2024.
Sari, A. J., & Pradesyah, R. (2023). Pengaruh Literasi Keuangan Syariah dan Kepercayaan Terhadap Minat Masyarakat Bandar Parkland, Klang Selangor, Malaysia, Melakukan Transaksi di Bank Islam. Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi Dan Hukum, 7(1), 163–173. https://doi.org/10.30601/humaniora.v7i1.3568
Satori, D., & Komariah, A. (2020). Metodologi Penelitian Kualitatif. Alfabeta.
Sayekti, N. W., Mauleny, A. T., Alhusain, A. S., & Lisnawati. (2020). Merger Bank Syariah Badan Usaha Milik Negara: Quo Vadis? Kajian, 25(3), 231–250. http://dx.doi.org/10.22212/kajian.v25i3.3897
Simatupang, B. (2019). Peranan Perbankan dalam Meningkatkan Perekonomian Indonesia. Jurnal Riset Akuntansi Multiparadigma (JRAM), 6(2), 136–146. https://doi.org/10.30743/akutansi.v6i2.2184
Sinambela, L. P., & Sinambela, S. (2022). Metodologi Penelitian Kuantitatif: Teoritik dan Praktik. Rajawali Press.
Srisusilawati, P., Wijayanti, I. M., Yaqin, H. N., & Eprianti, N. (2023). Marketing Strategy in Building Brand Image and Strengthening the Foundation of Sharia Bank. Journal of Profess. Bus. Review. |Miami, 8(5), 1–19. https://doi.org/10.26668/businessreview/2023.v8i5.2038
Sugiyono. (2017). Metode Penelitian Administrasi Dilengkapi dengan Metode R&D. Alfabeta.
Suhartanto, D., & Nugraha, A. C. (2021). Millennial loyalty towards arti fi cial intelligence-enabled mobile banking : evidence from Indonesian Islamic banks. 13(9), 1958–1972. https://doi.org/10.1108/JIMA-12-2020-0380
Suryati, Renaldi, & Desi, H. R. (2022). Perbedaan Literasi Keuangan Syariah Berdasarkan Gender (Studi Kasus Fakultas Ekonomi Dan Bisnis Islam Iain Palopo Angkatan 2016-2017). Jurnal Manajemen Perbankan Keuangan Nitro, 5(2), 71–83. https://doi.org/10.56858/jmpkn.v5i2.48
Taylor, S. J., Bogdan, R., & DeVault, M. L. (2016). Introduction to Qualitative Research Methods: A Guidebook and Resource. John Wiley & Sons, Inc.
Tho’in, M. (2021). Marketing Strategy Analysis of Sharia Micro Financial Institutions in Murabahah Financing Products. Business, and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(2), 22–29. https://doi.org/10.29040/ijebar.v5i2.2374
Ulum, F. (2018). Progresifitas Regulasi Keuangan Syariah di Indonesia. Al-Daulah: Jurnal Hukum Dan Perundangan Islam, 7(2), 419–443. https://doi.org/10.15642/ad.2017.7.2.419-443
Umeze, G. E., & Ohen, S. B. (2015). Marketing Mix Strategies and Entrepreneurial Competence: Evidence from Micro Restaurants in Calabar Metropolis, Cross River State, Nigeria. International Conference in Agricultural Economist, 1–29. https://doi.org/10.22004/ag.econ.211928
Vanni, K. M., & Nadan, V. S. (2023). Efektivitas Strategi Pemasaran Digital Banking Bank Syariah di Indonesia. Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 3(2), 237–248. https://doi.org/10.36908/jimpa.v3i2.197
Vidyaningrum, C. N., Nugroho, L., & Sugiarti, D. (2022). Analisa Tingkat Literasi Keuangan Syariah Masyarakat Desa (Studi Kasus Desa Karangrejek, Wonosari, Gunungkidul). Trending: Jurnal Manajemen Dan Ekonomi, 1(1), 156–164. https://doi.org/10.30640/trending.v1i1.489
Wahyuna, S., & Zulhamdi. (2022). Perbedaan Perbankan Syariah dengan Konvensional. Al-Hiwalah : Journal Syariah Economic Law, 1(2), 183–196. https://doi.org/10.47766/alhiwalah.v1i2.879
Widyanti, A. (2020). Strategy Marketing of Sharia Banks of Micro Sharia Wakaf in Increasing the Number of Customers (Case Study: Typical Islamic Micro Waqf Bank Kempek Cirebon). Journal of Social Science, 1(1), 1–9. https://doi.org/10.46799/jss.v1i1.2
Wu, C. W., Botella-Carrubi, D., & Blanco-González-Tejero, C. (2024). The Empirical Study of Digital Marketing Strategy and Performance in Small and Medium-Sized Enterprises (SMEs). Technological Forecasting and Social Change, 200, 1–12. https://doi.org/10.1016/j.techfore.2023.123142
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2025 Retus Aleksiva Ranggasukma, Palupi Lindiasari Samputra, Donny Yoesgiantoro
This work is licensed under a Creative Commons Attribution 4.0 International License.
