Promotion, Product, and Service Strategies: An Integrated Approach to Increasing Customer Interest in Opening Hajj Savings Accounts: Strategi Promosi, Produk, dan Pelayanan sebagai Pendekatan Terpadu dalam Meningkatkan Minat Nasabah Membuka Tabungan Haji

Mutiara Nabila; Yulindawati; Ella Annissa

doi:10.24260/jkubs.v5i2.6184

Authors

Mutiara Nabila Universitas Islam Negeri Ar-Raniry Banda Aceh
Yulindawati Universitas Islam Negeri Ar-Raniry Banda Aceh
Ella Annissa Universitas Islam Negeri Ar-Raniry Banda Aceh

DOI:

https://doi.org/10.24260/jkubs.v5i2.6184

Keywords:

Promotion Strategy, Product, Service, Customer Interest, Hajj Savings

Abstract

Purpose: This article aims to discuss and analyze promotion strategies, products, and services in increasing customer interest in opening hajj savings accounts at Bank Aceh Syariah, Main Branch Office Banda Aceh. The study is motivated by the fact that limited quotas and long waiting lists for hajj registration do not reduce public interest in preparing for the pilgrimage through hajj savings at Bank Aceh Syariah, particularly the opening of Sahara iB Hajj Savings.

Design/methodology/approach: This study employs a qualitative-descriptive approach with a field research design. Data were collected through interviews with several relevant informants, including a funding officer, user clients, and non-user clients. Data analysis was conducted using a qualitative-descriptive approach through stages of data collection, reduction, presentation, and conclusion drawing. The process was carried out interactively and continuously from the beginning of data collection until saturation was reached, providing a clear and in-depth understanding in line with the research focus.

Research Findings: The findings reveal that promotion is carried out through personal selling, digital media, conventional media, and word of mouth. Face-to-face promotion and word of mouth are considered the most effective in building trust and emotional closeness with customers. From the product perspective, Sahara iB Hajj Savings is positively perceived by users due to its free administrative fees, the use of the wadī’ah yad ḍamānah contract, affordable initial deposits, and integration with SISKOHAT and BPKH, ensuring product security and compliance with sharia principles. From the service perspective, the bank provides consultative, humanistic, and responsive services, which foster customer trust and strengthen interest.

Contribution/Originality/Novelty: The results contribute to subsequent studies, particularly integrated analyses of promotion strategies, products, and services, which have rarely been examined comprehensively. The originality of this research lies in emphasizing the effectiveness of face-to-face and word-of-mouth promotion as trust-building factors. The novelty is the explanation of how the combination of sharia-compliant product advantages and consultative services enhances public interest in opening hajj savings accounts, offering new perspectives for the development of Islamic banking marketing strategies.

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