Analisis Strategi Pemasaran BPR Syariah Amanah Ummah Dalam Meningkatkan Minat Masyarakat Berinvestasi Emas

Abstract

In modern times and technology that continues to develop today, every human being is required to keep up with the times where everything is sophisticated. Therefore, all human needs will continue to grow by following the advancement of technology and the times. One of them is by working hard to meet all their needs, but apart from working hard, investing is one way to meet one's needs, especially gold investment which has a stable value compared to other investments. The purpose of this study is to find out what the marketing strategies of BPR Syariah Amanah Ummah are in attracting public interest in investing in gold at BPR Syariah Amanah Ummah and to find out the reasons why gold is an alternative investment in BPR Syariah Amanah Ummah. This study uses a qualitative method through a descriptive approach. Data collection techniques were obtained from the results of interviews, observations, and documentation. The results of this study indicate that the marketing strategy carried out by BPR Syariah Amanah Ummah in increasing public interest in investing in gold is as follows: 1) Marketing strategy through print media. 2) Marketing Strategy through online media. 3) Marketing strategy through Face To Face. And besides this gold investment product can be used as an alternative investment because gold prices tend to be stable, but for now the economic conditions of the surrounding community have not made it possible to use gold investment products because the economic conditions are not good.
 Keywords: Marketing strategy, Sharia BPR, Public Interest, Gold investment.