Promoting Affordable Islamic Housing: Marketing Strategies for FLPP Home Financing at PT. Bank Sumut KCP Syariah Kisaran from a Community-Based Perspective

Authors

  • Sri Anjani UIN Sumatera Utara
  • Juliana Nasution UIN Sumatera Utara
  • Wahyu Syarvina UIN Sumatera Utara

DOI:

https://doi.org/10.24090/jimrf.v14i1.13607

Keywords:

Marketing Strategy, FLPP Mortgage, Marketing Mix, Islamic Finance

Abstract

This study critically examines the marketing strategies employed by PT. Bank Sumut KCP Syariah Kisaran to enhance the visibility and uptake of its Sharia-based Mortgage Loan (KPR) supported by the Housing Finance Liquidity Facility (FLPP). Using a descriptive qualitative method, data were gathered through interviews, observations, and document analysis, then analyzed thematically. The findings indicate that the bank implements a marketing mix strategy encompassing product, price, place, and promotion. This integrated approach has effectively expanded the customer base and helped meet annual financing targets. Key contributing factors include excellent service delivery and proactive promotional activities such as direct customer engagement, which have strengthened public trust in the Sharia-compliant financing scheme. These results provide practical insights for other Islamic financial institutions seeking to develop marketing strategies for inclusive financing products, particularly those targeting low-income communities.

Downloads

Download data is not yet available.

References

Khairat, N. (2024). Jurnal Riset Ekonomi dan Bisnis Implementation Of The 4P Marketing Mix at Astiga Leather in 2024. 17(2), 142–151.

Masdaini, E., & Hemayani, A. D. (2022). Jurnal Terapan Ilmu Ekonomi , Manajemen dan Bisnis Analisis Keputusan Pembelian pada Konsumen Warung Kopi Buying Decision Analysis on Nilang Coffee Shop Consumers. 2(1).

Nofiani, P. W., & Mursid, M. C. (2021). Pentingnya Perilaku Organisasi dan Strategi Pemasaran dalam Menghadapi Persaingan Bisnis di Era Digital. Jurnal Logistik Bisnis, 11(2), 71–77.

Pratama, H. (2022). Stakeholders Synergy in Accelering Msme (UMKM) Halal Certification Through Halal Self-Declare. Jurnal Ilmiah Mahasiswa Raushan Fikr, 11(2), 271–287. https://doi.org/10.24090/jimrf.v11i2.6054

Putri, F. A., & Asyari. (2024). Influence of Convenience, Usability, Price, and Promotion on Reuse Intentions: Muslim Awareness Moderation. Jurnal Ilmiah Mahasiswa Raushan Fikr, 13(1), 202–218. https://doi.org/10.24090/jimrf.v13i1.11256

Purbohastuti, A. W. (2021a). Efektivitas Bauran Pemasaran Pada Keputusan Pembelian Konsumen , 1-17. Jurmnal Sains Manajemen, 07(01).

Purbohastuti, A. W. (2021b). Efektivitas bauran pemasaran pada keputusan pembelian konsumen indomaret. 7(1), 1–17.

Rahayu, H. P., Alhada, M., & Habib, F. (2023). Strategi Pemasaran Novi Ulvia Mua Dalam Meningkatkan Omset Penjualan. Edunomika, 8(1), 2023.

Rasriantina, D. (2020). Strategi Pemasaran Pembiayaan Kepemilikan Rumah Pada BRI Syariah KCP Metro Lampung dalam Meningkatkan Pendapatan Bank. Jurnal Ilmiah FE-UMM, 12(2), 56–64.

Saleh, M., Sani, A., Prasetiyorini, P., Wulandari, B. T., & Mahardika, S. G. (2024). Analysis of Price Undercutting in Islamic Law: Implications for Modern Sales Systems. Jurnal Ilmiah Mahasiswa Raushan Fikr, 13(1), 90–101. https://doi.org/10.24090/jimrf.v13i1.11420

Simatupang, Hanizar, and N. J. (2023). "Analisis Strategi Pemasaran terhadap Pembiayaan KPR FLPP pada PT Bank Sumut KCP Syariah Karya. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 04(05).

Simatupang, H., & Jannah, N. (2023). Analisis Strategi Pemasaran terhadap Pembiayaan KPR FLPP pada PT Bank Sumut KCP Syariah Karya. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 4(5), 1421–1427. https://doi.org/10.47467/elmal.v4i5.1708

Syarvina, W. (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

Ulandari, O. (2022). Entrepreneurship Bisnis Manajemen Akuntansi Efektivitas marketing mix 4P terhadap penjualan BUMDes “ Sumber Rejeki ” Desa Samir Kecamatan Ngunut Kabupaten Tulungagung. 4(1), 183–195.

Qomariyah, M., Susila, A. A., & Aqidah, W. (2025). The influence of service quality, product quality, and trust on customer satisfaction in mortgage financing product: Empirical study from Bank BTN Syariah KCP. Golden Ratio of Data in Society. https://www.goldenratio.id/index.php/grdis/article/download/1016/798

Walida, Shopiani. Strategi Pemasaran Pembiayaan Pemilikan Rumah FLPP dalam Menarik Nasabah Berpenghasilan Rendah di PT. Bank BTN Syariah KCP Medan. UIN Sumatera Utara, 2021. http://repository.uinsu.ac.id/15847/1/SKRIPSI%20SHOPIANI%20WALIDA%20%282%29%20%281%29.pdf.

Downloads

Published

2025-05-08

How to Cite

Sri Anjani, Nasution, J., & Syarvina, W. (2025). Promoting Affordable Islamic Housing: Marketing Strategies for FLPP Home Financing at PT. Bank Sumut KCP Syariah Kisaran from a Community-Based Perspective. Jurnal Ilmiah Mahasiswa Raushan Fikr, 14(1), 155–164. https://doi.org/10.24090/jimrf.v14i1.13607

Issue

Section

Economy and or Islamic Economy

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.