Analisis SWOT Strategi Pemasaran Tabungan Simitra Mikro BPRS Mandiri Mitra Sukses Gresik Dalam Meningkatkan Jumlah Nasabah

Abstract

As the Islamic finance industry grows rapidly, competition among financial institutions is becoming increasingly intense. A SWOT analysis helps identify internal and external factors that affect the marketing of Islamic savings products. Key challenges include strong competition, limited technology and resources, as well as the threat from conventional financial institutions, which are more widely recognized by the public. This study uses a qualitative method with a descriptive approach, gathering data through observation, interviews, and documentation. The results show that BPRS Mandiri Mitra Sukses applies a marketing mix strategy (product, price, place, promotion) and incorporates Islamic marketing characteristics such as theistic, ethical, realistic, and humanistic principles. Marketing initiatives like "Jemput Bola" (proactive outreach) and "Grebek Pasar" (market blitz) have successfully attracted customers, increasing the number of customers from 21,352 in 2022 to 24,976 by mid-2024.The SWOT analysis reveals that BPRS Mandiri Mitra Sukses is positioned in quadrant 1 (positive), indicating strong internal conditions and favorable external opportunities. Their strategy involves precise market segmentation, specific target market selection, and clear positioning. Additionally, they strengthen community-based services and improve the quality of the SiMitra Micro Islamic Savings product, reflecting the success of their marketing strategy.