Implementation of Hajj Savings Marketing Strategies To Attract Customer Interest (A Case Study At Bank Syariah Indonesia, Adam Malik Branch, Bengkulu City)

Meisya Elna Putri; Romi Adetio Setiawan; Citra Liza

doi:10.36908/isbank.v12i1.1975

Authors

Meisya Elna Putri Faculty of Islamic Economics and Business Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Romi Adetio Setiawan Faculty of Islamic Economics and Business Universitas Islam Negeri Fatmawati Sukarno Bengkulu
Citra Liza Faculty of Islamic Economics and Business Universitas Islam Negeri Fatmawati Sukarno Bengkulu

DOI: https://doi.org/10.36908/isbank.v12i1.1975

Keywords:

Marketing Strategy, Hajj Savings, Customer Interest.

Abstract

This study aims to analyze the implementation of the Hajj Savings marketing strategy, identify its supporting and inhibiting factors, and examine customer and bank perceptions of the strategy's effectiveness in attracting customer interest at Bank Syariah Indonesia (BSI), Adam Malik Branch Office, Bengkulu City. A descriptive qualitative approach was employed, involving seven informants selected through purposive sampling, including the branch manager, marketing officers, customer service staff, and customers. Data were collected through observation, interviews, and documentation and analyzed using the Miles and Huberman interactive model. The findings indicate that the implementation of integrated relationship-based and technology-supported marketing strategies has contributed to increasing customer interest in Hajj Savings products despite challenges related to Islamic financial literacy and promotional authority. The novelty of this study lies in its holistic analysis of marketing strategy implementation by integrating organizational, technological, and customer perspectives within the context of Islamic banking. The findings also demonstrate that the effectiveness of Hajj Savings marketing is influenced not only by promotional activities but also by service quality, digital innovation, and customer trust. Practically, this study provides recommendations for strengthening marketing strategies through enhanced Islamic financial literacy programs, broader digital promotion, and customer-oriented services. Theoretically, the findings contribute to the development of Islamic banking marketing literature by highlighting the importance of integrating relationship marketing and digital transformation to improve customer engagement and expand participation in Hajj Savings products.

Downloads

Download data is not yet available.

References

Almrafee, M. N. (2024). Marketing Halal Investment in Jordan: An Investigation of Muslims’ Behavioral Intention to Invest in Hajj Fund Sukuk. Journal of Islamic Marketing, 15(5), 1350–1363.

Amalina, N., Sitorus, V. D. H., Hasibuan, Y. A., & Nurbaiti, N. (2023). Analisis Strategi Pemasaran Bank Syariah Indonesia dalam Meningkatkan Pangsa Pasar Melalui Pemanfaatan Teknologi Informasi. Journal of Management and Creative Business, 1, 101–111.

Anisa, P. S., Wahyuni, N. P. D., & Hana ME, K. F. (2024). Marketing Model of Hajj Saving Products in BMT Bina Ummat Sejahtera Branch Kliwon. KnE Social Sciences, 236–252.

Aprilya, M. (2026). Strategi Pemasaran Bank Syariah Indonesia dalam Menghadapi Dinamika Persaingan Industri Keuangan. Jurnal Ilmiah Ekonomi Dan Manajemen, 4, 296–307. https://doi.org/10.61722/jiem.v4i1.8130

Atmaja, C., Setiawan, R., & Fryanti, Y. (2025). Strategi Branding dan Pemasaran untuk Menarik Jamaah Milenial. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 10.

Bara, N. N. M. B., Anggraini, T., & Indra, A. P. (2025). Strategies on Service Quality and Development in Using Hajj Savings Products: Case Study of Bank Syariah Indonesia KCP Medan Iskandar Muda. Amkop Management Accounting Review (AMAR), 5(2), 440–461.

Batubara, T. F., & Hasanah, U. (2025). Marketing Strategy for Hajj Savings at Bank Muamalat in Medan within the Framework of Sharia Economic Law. Al-Mustashfa: Jurnal Penelitian Hukum Ekonomi Syariah, 10(2), 354–369.

Chandra, A., & others. (2024). Strategi Pemasaran Bagi Program Gadai Emas dan Cicil Emas Syariah dalam Upaya Meningkatkan Portofolio Pembiayaan BSI KC Adam Malik Bengkulu. Prosiding JPBP, 1(1), 5.

Fauni, A. M., & Bramayudha, A. (2021). Implementation of the Planned Hijrah Savings Program (Tabura) to Increase the Interest of Prospective Pilgrims during the Covid-19 Pandemic at Persada Indonesia Hajj and Umrah Travel in Surabaya. Proceedings of International Conference on Da’wa and Communication, 3(1).

Febrima, S., Isnaini, D., & Nurhab, B. (2025). Edukasi Pemahaman Bank Syariah Untuk Meningkatkan Kemauan Menabung Masyarakat di Desa Air Putih Kabupaten Bengkulu Tengah. ARSY: Jurnal Aplikasi Riset Kepada Masyarakat, 6(3), 689–699.

Fianto, A. Z. L., & others. (2025). Optimizing Marketing Strategies for Gold Installment Products and Hajj Savings: Case Study of BSI KCP Surabaya Klampis. Majapahit Journal of Islamic Finance and Management, 5(3), 2490–2500.

Halim, S., & Putra, Y. D. (2025). Measuring Benefits of Hajj Zam-Zam Savings Bank Panin Dubai Syariah Bandung Through Product Quality and Service. Widya Cipta: Jurnal Sekretari Dan Manajemen, 9(1), 30–38.

Hanifah, S. A. (2023). Marketing Management of Hajj Savings Products at Bank Syariah Indonesia at BSI KCP Bandung Majalaya. Al-Fadilah: Islamic Economics Journal, 1(1), 26–32.

Harmoko, I. (2022). Strategi Pemasaran Produk Bank Syariah dalam Persaingan Bisnis Perbankan Nasional. Wadiah, 1, 22–41.

Hidayah, N., & others. (2026). Ukhuwah Islamiyah-Based Promotion Strategy in Attracting Customer Interest. Asian Journal of Management, Entrepreneurship and Social Science, 6(3), 1933–1954.

Hidayatullah, M. F., Irawan, B., & Roziq, A. (2023). Formulation Of Sharia Marketing Strategy In Bank Syariah Indonesia. Calitatea, 24(196), 280–284.

Hidayatullah, M. F., Irawan, B., Roziq, A., & 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.

Kumalasari, D., & Himmawan, D. (2025). Analysis of Hajj Savings Development Strategy at BPRS HK Parahyangan to Increase the Number of Young Customers. Al-Hukumah: Jurnal Ilmu Pemerintahan Dan Studi Islam, 1(3), 111–119.

Leuhena, C. M., Tanihatu, M., Ronald, S., Saleky, J., Administrasi, J., Politeknik, N., & Ambon, N. (2023). Pengaruh Strategi Pemasaran Terhadap Minat Nasabah Pada Pt.Bank Tabungan Negara (Persero) Tbk Kantor Cabang Ambon. Jurnal Administrasi Terapan, 2(2), 435–450.

Mujiatun, S., Trianto, B., Cahyono, E. F., & Rahmayati. (2023). The impact of marketing communication and Islamic financial literacy on Islamic financial inclusion and MSMEs performance: Evidence from halal tourism in Indonesia. Sustainability, 15(13), 9868.

Ningruma, D. A., Indra, A. P., & Anggraini, T. (2026). Optimization of Sharia Marketing Strategy in Increasing Customer Interest in Hajj Savings Products at Bank Syariah Indonesia KC Rantauprapat. JHSS (Journal of Humanities and Social Studies), 9(2), 428–435.

Putri, M., & others. (2025). Marketing Strategy for Hajj Savings Products to Increase the Number of Customers at PT. Bank Muamalat Stabat Branch. Al-Sharf: Jurnal Ekonomi Islam, 6(3), 493–504.

Rahayu, S. (2024). Digital marketing strategies to build customer loyalty: A systematic review of sustainable financial benefits. Atestasi: Jurnal Ilmiah Akuntansi, 7(1), 792–806.

Rahmawati, F. A., & Agustianto, M. A. (2024). Systematic Literature Review (SLR): Analysis of Factors Influencing Interest in Opening a Hajj Savings Account at Bank Syariah Indonesia. Jurnal Ilmu Ekonomi Dan Bisnis Islam, 6(2), 155–169.

Rosalina, F., Choiriyah, C., & Fadilla, F. (2025). Analisis Strategi Pemasaran Produk Tabungan Haji Menggunakan Akad Mudharabah pada Bank Syariah Indonesia (BSI) KCP Simpang Patal Palembang. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi, 4, 783–792.

Ruskiyanto, R., Razali, R., & Tsabit, A. M. (2025). Enhancing Service Quality of Islamic Savings Products: A Strategy to Improve Customer Interest in SAHARA BMT NU East Java. Asian Journal of Law and Islamic Finance, 1(1), 100–109.

Saputri, S. D., Syahrizal, A., & Putri, N. S. (2023). Strategi Pemasaran Produk Tabungan Haji pada Bank Syariah Indonesia KCP Jambi Sipin Bakaruddin. Jurnal Ilmiah Ekonomi Dan Manajemen, 1, 211–224.

Setiawan, R., & Khairiah Elwardah. (2024). Evaluasi Strategi Pemasaran Produk Cicil Emas Dengan Pendekatan Business Model Canvas Dalam. Jurnal Tabarru’Islamic Banking and Finance, 7(1), 122–126.

Setyawan, D., Priantono, A., & Firdausi, F. (2021). George Edward III Model. Publicio: Jurnal Ilmiah Politik, Kebijakan Dan Sosial, 3, 9–19.

Suhairi, S., Siregar, M. M., Ningrum, L. D., Bintang, R., & Mutiara, A. (2023). Strategi Segmentasi, Targeting, dan Positioning dalam Pasar Global: Pendekatan untuk Keberhasilan Bisnis Internasional. Innovative: Journal of Social Science Research, 3, 5120–5131.

Sukawati, A., & Trimulato, T. (2023). Strategy Innovation of Hajj Savings Product: An Effort to Maintain Customer Loyalty at BMT Fauzan Aziima Parepare. Jurnal Hukum Ekonomi Syariah: AICONOMIA, 2(1), 39–54.

Umrah, K. H. dan. (2025). Data dan Informasi Informasi penting terkait penyelenggaraan ibadah haji untuk jamaah dan masyarakat umumNo Title. Kementrian Agama RI.

Wahyuni, A. S., & Qalyubi, I. (2024). Generation Z and Hajj Savings: Innovative Marketing Strategy BSI KC Palangka Raya Diponegoro. Jurnal Manajemen Bisnis, 11, 1508–1518.

Wahyuni, S. (2023). Implementasi Strategi Manajemen Perubahan. Al-DYAS, 2, 459–466.