Strategi dan Implementasi Pembiayaan Kepemilikan Rumah dengan Akad Murabahah pada Bank Syariah Mandiri Cabang Samarinda
Abstract
The research is motivated by increasing population and demand community to meet housing needs. Related to this, how is the Bank's Strategy Syariah Mandiri Samarinda Branch as one of the banks that has an important role as Intermediary institutions, to realize the desire of customers to have decent housing through its products are Griya BSM and How to Implement Home Ownership financing with The Murabahah Agreement is in the context of achieving company goals amid the bank’s world competition increasingly sharp. This type of research is field research, which is a study carried out systematically by lifting data in the field. The purpose of this research is to find out the Strategy and Implementation of Home Ownership Financing With Murabahah Agreement at Bank Syariah Mandiri Samarinda Branch. The nature of the research this is Descriptive Qualitative. The research uses observation, interview and documentation techniques with management resource persons / related bank parties.The research uses Analysis of Miles And Hubberman. The results of the research, it was found that BSM determined the segmentation of BSM Griya products based on demographic segmentation which is based on income level and employment level. Determination of market targeting on BSM Griya products, through two categories, namely permanent employees such as civil servants and professional jobs such as doctors or equivalent. Positioning Griya BSM products in the minds of consumers is the Sharia brand itself, flat installments, speed and accuracy of the process, and fewer costs incurred by customers than conventional home financing. The results of the research indicate that the strategies carried out by the Mandiri Branch Syariah Bank Samarinda is determining Segmentation, namely dividing customers based on income level and job, Positioning that is offering superior products that have unique and sharia values, and Targeting is aiming at fixed income customers by cooperating with agencies and doing individual prospects. In order for the strategy to be achieved, the marketing mix is carried out includes 4 P namely Product, Price, Place, and Promotion which done by displaying the uniqueness of the product, affordable prices with flat installments and low margin compared to other banks, convenient service locations, and promotional uses reference of friends of BSM, advertisements, brochures, social media, sticking to running advertisements as well as collaborate and presentations to government and private agencies and individuals. Implementation of home ownership financing is carried out through 4 stages namely : submission of application, inspection and analysis, signing of agreement and disbursement. Procedure stages based on 5 C (Character, Capital, Capability, Collateral, and Condition of Economy) with the most disbursement time 1 week long and using a Murabahah contract with flat / fixed installments, Fixed an 11% margin,mild down payment, and free final.
References
Assauri, Sofjah, Manajemen Pemasaran Dasar, konsep & Strategi, Cet.12, Jakarta : PT.Raja Grafindo Persada 2013)
Agustianto Mingka “Overview Bank Syariah”(Jakarta :Iqtishad Publishing, Ciputat 2015
Ghony, Djunaidi & Almanshur, Fauzan. Metode Penelitian Kualitatif. Cet.III. Yogyakarta: Ar-Ruzz Media. 2016.
Gunawan, Imam. Metode Penelitian Kualitatif Teori dan Praktik. Jakarta: PT. Bumi Aksara. 2015.
Karim, Adiwarman A, Bank Isamic Anaisis Fiqih dan Keuangan, Ed IV.Cet.VII.Jakarta:PT Rajagrafindo Persada, 2010
P.R.Smith, Great Answers To Tough Marketing Questions”, Terjemah. Endi Achmadi (Jakarta Erlangga, 2001)
Karim, Adiwarman A, Bank Isamic Anaisis Fiqih dan Keuangan, Ed IV.Cet.VII. :PT RajaGrafindo Persada, 2010
Renald. Membidik Pasar Indonesia: Segmentasi, Targeting, dan Positioning. Cet. III. Jakarta: Gramedia Pustaka. 1998.
Kartajaya, Hermawan dan Muhammad Syakir Sula, Syariah Marketing, Cet.III.bandung:Mirzan Pustaka, 2006
Kasali, Renald. Membidik Pasar Indonesia: Segmentasi, Targeting, dan Positioning. Cet. III. Jakarta: Gramedia Pustaka. 1998.
Kasmir. Pemasaran Bank. Ed. I. Cet. II. Jakarta: Kencana. 2005.
Sugiono, Metode Penelitian Kombinasi (Bandung, Alfabeta, 2017)
Wijaya, Hari dan Sirine, Hani. “Strategi Segmenting, Targeting, Positioning Serta Strategi Harga Pada Perusahaan Kecap Blekok di Cilacap”. dalam AJIE edisi no. 3, Vol. I, 2016.
Kompas. “Bank Syariah Mandiri Ingin Tetap
Fokus di Segmen Ritel”. Dalamhttp://ekonomi.kompas.com/rea d/2016/11/23/191900526/bank.syariah. mandiri.ingin.tetap.fokus.di.segme n.ritel. Diakses Juli 2019.
Muhaimin. “Perusahaan Pembiayaan Syariah di Indonesia (Sebuah Tinjauan Analisis terhadap Perusahaan Pembiayaan PT. FIF Syariah)”.dalamAT-TARADHI
Jurnal Studi Ekonomi edisi no. 2, Vol. III, 2012. Prasetyo, Anton. Sales Funding Eksekutif Bank Syariah Mandiri (BSM) Cabang Samarinda. Wawancara. Samarinda. 21 Agustus 2018.
Firdaus. Branch Manager Bank Syariah Mandiri (BSM) Cabang Samarinda.
Wawancara. Samarinda. 2 Juli 2019.
Firdaus. Branch Manager Bank Syariah Mandiri (BSM) Cabang Samarinda. Wawancara. Samarinda. 5 Juli 2019
Munawaroh, General Support Staff (GSS), Bank Syariah Mandiri Cabang Sudirman Samarinda, wawancara, Samarinda 5 Juli 2019.
Nor Aliansyah. Branch Opr Service Manager (BOSM) Bank Syariah Mandiri (BSM) Cabang Samarinda. Wawancara. Samarinda. 26 Juni 2019.
Alvin Zamzami Consumer Banking Relationship Manager (CBRM) Bank Syariah Mandiri (BSM) Cabang Samarinda, wawancara, samarinda, 26 Juni 2019
Syariah, Mandiri “Laporan Keuangan”. Dalam www.syariahmandiri.co.id/tentang-kami/company-report/laporan-keuangan/laporan-triwulan. Diakses Juli 2019.
Syariah, Mandiri. “Produk Pembiayaan Bank Syariah Mandiri”. Dalam syariahmandiri.co.id/consume r-banking/pembiayaan-konsumen, Diakses Juli 2019.