Strategi Bank Muamalat dalam Meningkatkan Minat Minat Nasabah terhadap Investasi Emas untuk Tabungan Haji

Abstract

The 60% increase in Hajj Pilgrimage Cost (BPIH) over the last five years has driven the need for investment alternatives that can protect savings from inflation. This study aims to analyze Bank Muamalat KCP Garut's strategy in increasing customer interest in gold investment for hajj savings through the Solusi Emas Hijrah product. Using a qualitative case study approach through in-depth interviews, the research reveals an integrated marketing strategy including cross-selling with a 70% acceptance rate, direct visits using a 'jemput bola' approach, social media utilization, and brochures as supporting media. Findings show product advantages include sharia compliance through murabahah contract providing price certainty, inflation protection, and high liquidity and flexibility through partial withdrawal. The implementation of this strategy successfully creates an effective promotional ecosystem for various customer segments. The study recommends optimizing digital platforms to reach younger generations and accelerating collaboration with sharia insurance as a form of sustainable product development.