SWOT analysis in the marketing strategy of IB Mudarabah Deposit products at PT. Bank Sumut KCP Syariah Karya Medan
Keywords:
SWOT, Marketing Strategy, IB Mudharabah DepositAbstract
This study examines the marketing strategy of the IB Mudharabah Deposit at PT. Bank Sumut KCP Syariah Karya Medan using a SWOT analysis approach, driven by the product’s limited customer growth. The research employs a qualitative method with two primary informants, both serving as marketing staff, and applies the Miles & Huberman data analysis model. The findings indicate that the product’s strengths include its fair profit-sharing mechanism, security assurance, and adherence to sharia principles. Its weaknesses involve insufficient promotional efforts, low public understanding of mudharabah, and limited product variations. Opportunities arise from the growing interest in Islamic economics and supportive regulatory policies, while threats stem from competition with conventional banks and lingering public skepticism toward Islamic banking. The study recommends strengthening digital promotion, enhancing sharia financial literacy, and building strategic collaborations, while also contributing to academic literature and offering practical insights for marketing practices in the Islamic banking sector.
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