Strategi Pemasaran STP (Segmenting, Targeting, Positioning) untuk Produk BPR Syariah Mitra Harmoni Yogyakarta
DOI:
https://doi.org/10.32493/Inovasi.v10i1.p156-162.29239Keywords:
Pemasaran, Segmentasi, Pangsa Pasar, Daya Saing PerusahaanAbstract
Menentukan strategi dalam melakukan pemasaran perlu dipelajari terlebih dahulu. Dalam dinamika lembaga perbankan, perbankan dituntut untuk dapat menyesuaikan diri dengan perkembangan minat masyarakat terhadap suatu produk yang ada pada suatu lembaga perbankan, khususnya lembaga perbankan yang berbasis syariah (syariah). Penelitian ini bertujuan untuk mendeskripsikan strategi pemasaran STP (segmenting, targeting, positioning) produk dan layanan BPR Syariah Mitra Harmoni Yogyakarta agar dapat terus eksis di tengah masyarakat luas secara syariah. Hasil penelitian ini menghasilkan informasi terkait strategi yang diterapkan BPR Syariah Mitra Harmoni Yogyakarta dalam hal segmentasi yang dilakukan dengan segmentasi geografis dan demografis. Dari segi target, segmen pasar yang dipilih menjadi target pasar antara lain UMKM, Usaha Mikro dan Makro, Pegawai Negeri Sipil, karyawan swasta. Terakhir, dari sisi positioning kita melihat dua aspek yaitu brand dan atribut produk.
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