MARKETING STRATEGY FOR STUDENT SAVINGS PRODUCTS AT BANK SUMUT KCP SYARIAH HM JONI
Main Article Content
Ma’arif Noer Lubis
Wahyu Syarvina
Rahmat Daim Harahap
The Student Savings Account (Simpel) program is a government initiative supervised by the Financial Services Authority (OJK) in collaboration with banking institutions in Indonesia, aimed at promoting financial education and cultivating a saving habit from an early age. Bank Sumut KCP Syariah HM Joni, as part of a growing Islamic bank, offers a student savings product based on the mudharabah contract. This study aims to analyze the marketing strategies employed by Bank Sumut KCP Syariah HM Joni toward Islamic College Al-Ulum School and to identify the supporting factors and obstacles in increasing students' interest in saving. A qualitative descriptive approach was used, involving interviews with the bank's marketing officer, direct observation, and documentation of customer growth data at Al-Ulum School. The findings reveal that although marketing efforts have been made through educational approaches, students' interest in saving remains low. The main contributing factors include a lack of financial literacy and awareness among students, teachers, and parents regarding the importance of saving from an early age as a foundation for financial management skills. This study recommends enhanced and continuous financial education and outreach to address challenges effectively.
Abrori, Faizul. (2022). MEKANISME PRINSIP SYARIAH PADA PRODUK BANK SYARIAH. 9(2), 356–363.
Agustin, Hamdi. (2021). Teori Bank Syariah. JPS (Jurnal Perbankan Syariah), 2(1), 67–83. https://doi.org/10.46367/jps.v2i1.279
Alvin Hidayatullah, Muhammad. (2023). Analisis Strategi Promosi Personal Selling Pada Baitul Maal Wat Tamwil (Bmt) Beringharjo Dolopo, Madiun Terhadap Loyalitas Anggota. Salam (Islamic Economics Journal), 4(1), 79. https://doi.org/10.24042/slm.v4i1.17028
Anggraeni, Lidya. (2022). Persepsi Generasi Millenial Terhadap Produk Lembaga Keuangan Perbankan Syariah Di Kota Jambi. ILTIZAM Journal of Shariah Economics Research, 6(2), 173–185. https://doi.org/10.30631/iltizam.v6i2.1081
Anggraini, Tuti, & Tambunan, Ria Tifanny. (2023). Analisis Strategi Pemasaran Produk Tabungan Smart Ib ( Studi Kasus Kcp Bank Sumut Syariah Simpang Kayu Besar ). Journal Of Social Science Research, 3(5), 10115–10125.
Antonio, Muhammad Syafii. (2001). BANK SYARIAH Dari Teori Ke Praktik. Jakarta: Gema Insani Press.
Charviandi, Adrie, & Dkk. (2020). MANAJEMEN PEMASARAN (PERSPEKTIF DIGITAL MARKETING). In Fachrurazi & I. Ketut Edy Mulyana (Eds.), Journal GEEJ (Vol. 7). Purbalingga: EUREKA MEDIA AKSARA.
Darsana, l Made, & Dkk. (2023). STRATEGI PEMASARAN (Miko Andi Wardana, ed.). Retrieved from https://books.google.com/books?hl=id&lr=&id=LRHUEAAAQBAJ&oi=fnd&pg=PA1&dq=fungsi+strategi+&ots=Xlr9O2kHnM&sig=6YivPaMfk31wre31zjv7ln8qdsg
Dimas Realino, & Dkk. (2023). Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Konsumen. Lokawati : Jurnal Penelitian Manajemen Dan Inovasi Riset, 1(4), 68–81. https://doi.org/10.61132/lokawati.v1i4.137
Fitriani, Laily i. (2022). Pengaruh Kecerdasan Emosional Terhadap Hasil Belajar Matematika Siswa. Journal of Math Tadris, 2(2), 125–140. https://doi.org/10.55099/jurmat.v2i2.62
Gusvita, Aulia, & Salwa, Syifaus. (2023). MENINGKATKAN JUMLAH NASABAH PENABUNG PADA BANK SYARIAH INDONESIA ( BSI ). 4(1), 27–38.
Haque-fawzi, Marissa Grace, Iskandar, Ahmad Syarief, & Erlangga, Heri. (2022). Konsep , Teori dan Implementasi. Tangerang Selatan: Pascal Books.
Harahap, Rahmat Daim, & Aulia, Aziz. (2020). The Influence Of Financial Management Practices , Internal Control System , Human Resources Competency And Information Technology On The Quality Of Mosque Financial Reports In Langsa City. 13–21.
Hero, gustian Putra. (2023). Edukasi Pemahaman Tabungan Bank Syariah Untuk Meningkatkan Minat Menabung Siswa Di SMAN 08 Kota Bengkulu. Penambahan Natrium Benzoat Dan Kalium Sorbat (Antiinversi) Dan Kecepatan Pengadukan Sebagai Upaya Penghambatan Reaksi Inversi Pada Nira Tebu, 1(1), 16–52.
Hulu, Epilinus, Mendrofa, Yupiter, & Kakisina, Sophia Molinda. (2022). Pengaruh Kualitas Produk Terhadap Kepuasan Pelanggan Pada PT. Indomarco Adi Prima Cabang Medan Stok Point Nias Kota Gunungsitoli. Jurnal Ilmiah Simantek, 6(4), 106–115.
Ilyas, Rahmat. (2021). Peran Dewan Pengawas Syariah Dalam Perbankan Syariah. JPS (Jurnal Perbankan Syariah), 2(1), 42–53. https://doi.org/10.46367/jps.v2i1.295
Junaidi, Alya Nabila, & Anggraini, Tuti. (2024). Strategi Pemasaran Dan Promosi Produk Simple iB Terhadap Minat Nasabah Di Bank Sumut Syariah Karya. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(1), 217–225. Retrieved from https://ejurnal.kampusakademik.co.id/index.php/jiem/article/view/689%0Ahttps://ejurnal.kampusakademik.co.id/index.php/jiem/article/download/689/619
Kulsum, Ummu, & Rachmawati, Dena Mellia. (2022). Strategi Pemasaran Pada Produk Tabungan Simpanan Pelajar (SIMPEL) Di BPRS Bhakti Sumekar Kantor Cabang Madya Pamekasan. Mabny : Journal of Sharia Management and Business, 2(02), 114–126. https://doi.org/10.19105/mabny.v2i02.7095
Kurniaty, Ages. (n.d.). IMPLEMENTASI PERSONAL SELLING PADA PRODUK TABUNGAN DI BPRS AMAN SYARIAH SEKAMPUNG PERSPEKTF BAURAN PEMASARAN JASA.
Lestari, M. D., & Dkk. (2023). Analisa Peran DPS Dalam Pengawasan Perbankan Syariah Di Indonesia. Peran Perbankan Syariah Dalam Mengimplementasikan Keuangan Inklusif Di Indonesia, 1(1), 105–120. Retrieved from https://ejurnal.stie-trianandra.ac.id/index.php/jubima/article/view/1452%0Ahttps://ejurnal.stie-trianandra.ac.id/index.php/jubima/article/download/1452/1226
Lubis, Sri Riska Ananda, Putri, Nurainun, & Nasution, Muhammad Lathief Ilhamy. (2022). Promotion Strategy for Mudharabah Marhamah Savings Products at Bank of North Sumatra Syariah. Jurnal Ekonomi, Manajemen, Akuntansi Dan Keuangan, 3(2), 387–392. https://doi.org/10.53697/emak.v3i2.498
Mahdi Igamo, Alghifari, & Dkk. (2021). Edukasi Pentingnya Menabung Sejak Dini di Desa Kota Daro II. Jurnal Pengabdian Aceh, 1(4), 214–218.
Marliyah, Nawawi M Zuhrinal, Jihan Humairoh. (2022). Strategi Peningkatan Ekonomi dan Tinjauan Ekonomi Islam Masa Covid 19 (Studi Kasus: UMKM di Kota Medan). Jurnal Ilmiah Ekonomi Islam, 8(02), 2027–2035.
Nandang, K. J., & Hurri, I. (2023). Perilaku Konsumtif dalam Pemakaian Uang Saku Anak Usia Dini di Kecamatan Surade. … : Jurnal Program Studi …, 9(X), 312–321. Retrieved from http://jurnal.stitnualhikmah.ac.id/index.php/seling/article/view/1859%0Ahttps://jurnal.stitnualhikmah.ac.id/index.php/seling/article/download/1859/1033
Nasution, Abdul Fattah. (2023). METODE PENELITIAN KUALITATIF (Albina Meyniar, ed.). Medan: CV. Harfa Creative.
Nasution, Atika aini, & Sutejo, Bambang. (2022). MANAJEMEN PEMASARAN (Bincar Nasution, ed.). Padang Sidempuan: PT. Inovasi Pratama Internasional.
Nasution, Muhammad Irwan Padli, Nurbaiti, Nurbaiti, Nurlaila, Nurlaila, Rahma, Tri Inda Fadhila, & Kamilah, Kamilah. (2020). Face Recognition Login Authentication for Digital Payment Solution at COVID-19 Pandemic. 2020 3rd International Conference on Computer and Informatics Engineering, IC2IE 2020, 48–51. https://doi.org/10.1109/IC2IE50715.2020.9274654
Nasution, Muhammad Lathief Ilhamy. (2018). Manajemen Pembiayaan Bank Syariah (Muhammad Yafiz, ed.). Medan: FEBI UIN-SU Press.
Putri, Dea Amanda, Dalimunthe, Nikmah, Islam, Universitas, Sumatera, Negeri, Islam, Universitas, & Sumatera, Negeri. (2025). Strategi pemasaran produk tabungan berhadiah dalam menarik minat nasabah menabung di pt bank syariah indonesia kcp cemara asri. 4, 56–67.
Putri, Raiha Ravitta, & Dkk. (2024). Konsep tabungan dan investasi. 2(1), 172–179.
Rika Widianita, Dkk. (2023). Minat Santri Pondok Pesantren Al Mustaqim Terhadap Tabungan Simpanan Pelajar IB Hasanah BNI Syariah Cabang Parepare. AT-TAWASSUTH: Jurnal Ekonomi Islam, VIII(I), 1–19.
Riki, & Dkk. (2023). Efektivitas Penggunaan Media Sosial Dalam Peranan Sebagai Sarana Komunikasi Dan Promosi Produk. Jurnal Cafetaria, 4(1), 98–105.
Safrudi, diwawancarai oleh Ma'arif Noer Lubis, Januari-Februari 2025, Kantor Bank Sumut KCP Syariah HM Joni, Medan.
Sarwana, Onesya, & Priyanti, Yeyen. (2023). Prosedur Pembukaan Tabungan Simpanan Pelajar. Jurnal Ilmiah Mahasiswa Perbankan Syariah, 3(1), 211–218.
Soemitra, A., Ismal, R., Afif, Y. K., Sitorus, A. P., Saputra, J., & Chaniago, S. (2021). Islamic Perspectitve On Money Market and The Operation of Sharia Money Market. Jurnal Ilmiah Ekonomi Islam, 7(03), 1663–1673. Retrieved from http://jurnal.stie-aas.ac.id/index.php/jiedoi:http://dx.doi.org/10.29040/jiei.v7i3.
Sudiarti, Sri. (2018). FIQH MUAMALAH KONTEMPORER (Harahap Isnaini, ed.). Medan: FEBI UIN-SU Press.
Syarvina, Wahyu. (2021). Penerapan Akad Mudharabah Muqayyadah Pada Bank Syariah Di Indonesia. Studia Economica : Jurnal Ekonomi Islam, 7(1), 21. https://doi.org/10.30821/se.v7i1.9806
Tarigan, Azhari Akmal, & Bagaskara, Andre. (2022). Strategi pembiayaan UMKM dalam meningkatkan usaha nasabah pada masa COVID 19 (Studi kasus di PT. Bank Sumut cabang Syariah Medan Katamaso). JIMEBIS – Scientific Journal of Students Islamic Economics and Business, 3(1), 46–50. Retrieved from https://jim.ar-raniry.ac.id/index.php/JIMEBIS/article/view/253
Tarisa, Kasy. (2022). Pengertian tabungan menurut undang-undang No.10 tahun 1998 pasal 1 ayat 5 tentang perbankan, Tabungan adalah simpanan dana yang penarikannya hanya dapat dilakukan menurut syarat-syarat tertentu yang telah disepakati, tetapi tida dapat ditarik dengan cek, . 19.
Thariq, Muhammad. (2021). PERIKLANAN & MANAJEMEN MEDIA (Muhammad Arifin, ed.). Retrieved from https://books.google.co.id/books?hl=id&lr=&id=KJNaEAAAQBAJ&oi=fnd&pg=PA7&dq=info:-y3gZ2zkG6QJ:scholar.google.com/&ots=cI2nXtRCfL&sig=gxQQV_DUjhFmoeZLnm2udhIIl_I&redir_esc=y#v=onepage&q&f=false
Toha, Mashuri, & Ariniyah. (2023). Strategi promosi offline dalam memotivasi nasabah pada simpanan pelajar di bprs cabang pragaan. Economics And Business Management Journal ( EBMJ ), 2(1), 18–24.
Wati, A. K., & Dkk. (2023). Strategi Marketing Dalam Meningkatkan Minat Nasabah Simpanan Pelajar (Simpel) Ib Pada Bank Sumsel Babel Syariah Lubuklinggau. Retrieved from http://e-theses.iaincurup.ac.id/id/eprint/2899
