Strategi Pemasaran Pembiayaan Kepemilikan Rumah Bersubsidi Masa Pandemi Covid-19 Bank Sumut Cabang Syariah Sibolga

Abstract

This study aims to find about how to Analysis The Marketing Strategy of Subsidy Home Ownership Financing During the Covid-19 Pandemic at Bank Sumut Syariah Branch Sibolga. The background problem is number of subsidy home ownership financing customers fluctuate development. And during Covid-19 pandemic, banks impose target market restrictions, by marketing customers with fixed income to avoid increasing problematic financing. While the demand of low-income people (MBR) for financing is relatively high because there are still many people who do not have their homes. This study uses SWOT analysis with qualitative descriptive. Previously, researchers must know how the condition of the company, both internal and external factors to market the products. Researchers use data collection techniques that is interviews, observations and documentation. The next information will be analyzed using SWOT analysis to determine the strengths, weaknesses, opportunities and threats. Then the results of the research showed that Bank Sumut Syariah Branch Sibolga is in quadrant I (growth) shown in Cartesius Diagram with the implementation of Growth Oriented Strategy strategy. This is a very favorable situation, the company has the strength so that it can take advantage of opportunities and minimize weaknesses to face challenges.