The Maqashid Shariah in Priority Banking Strategy: An Analysis of Bank Syariah Indonesia Gorontalo Branch

Muhammad Syarif H Djauhari; Supandi Rahman

doi:10.54045/mutanaqishah.v5i1.2335

Authors

Muhammad Syarif H Djauhari Faculty of Islamic Economics and Business, IAIN Sultan Amai Gorontalo, Indonesia
Supandi Rahman Faculty of Islamic Economics and Business, IAIN Sultan Amai Gorontalo, Indonesia

DOI:

https://doi.org/10.54045/mutanaqishah.v5i1.2335

Keywords:

Maqashid sharia; Marketing strategy; BSI; Gorontalo

Abstract

Purpose – This study aims to analyze the application of maqashid syariah principles in marketing strategies carried out by Priority Banking Officers (PBOs) at Bank Syariah Indonesia (BSI) Gorontalo branch office. In an era of tight competition, marketing strategies based on sharia principles are an important key to attracting and retaining priority customers.

Methodology – This study uses a qualitative approach by interviewing PBOs and analyzing related documents to explore how Maqashid Syariah is implemented in banking services.

Findings – The results of the study indicate that BSI Gorontalo has implemented several strategies in accordance with maqashid sharia, such as a personal approach to customers, exclusive services based on justice and welfare, and investment education in accordance with sharia principles. These strategies aim to improve the social welfare of customers, as well as ensure the sustainability and growth of the bank.

Implications – These findings indicate that the implementation of maqashid sharia not only strengthens the bank's position in the sharia banking market, but also has a positive impact on community welfare.

Originality – Therefore, further research is expected to explore how this strategy can be expanded and optimized to achieve a greater social impact in society.

References

Agama, R. I. D. (2013). Alqur’an dan Terjemah. Bandung J-ART.

Arifah, G. (2021). Analisis Strategi Pemasaran Priority Banking Officer (PBO) dalam Meningkatkan Jumlah Nasabah Priority Pada PT Bank Sumut Kantor Cabang Syariah Medan. http://repository.uinsu.ac.id/12595/%0Ahttp://repository.uinsu.ac.id/12595/1/SKRIPSI GUSTI ARIFAH BISMILLAH SIDANG %282%29 %281%29.pdf

BPS. (2024). Jumlah Penduduk Menurut Agama (Jiwa), 2021-2023. BPS Provinsi Gorontalo. https://tubankab.bps.go.id/id/statistics-table/2/NDEjMg==/pendudu k-menurut-agama.html.

Dyarini, Mansah, A., Alam, A., & Putri, A. D. (2022). Studi Fenomenologi : Metode Pembayaran Pada Marketplace Dilihat Dari Perspektif Ekonomi Islam. Seminar Nasional Penelitian LPPM UMJ, 1–7. http://jurnal.umj.ac.id/index.php/semnaslit

Fitriyani, & Anggraini, T. (2023). Analisis Strategi Pemasaran Priority Banking Officer (PBO) dalam Meningkatkan Jumlah Nasabah Prioritas pada PT Bank Syariah Indonesia (KCP. Perbaungan). Jurnal Ilmiah Ekonomi Islam, 9(01), 1369–1374. http://dx.doi.org/10.29040/jiei.v9i1.7965

Fransiska, N., Trihantana, R., & Kusumaningrum, R. (2022). Sistem Pelayanan Nasabah Priority Ditinjau Dari Perspektif Ekonomi Islam (Studi Di Bank Syariah Mandiri Kantor Cabang Pembantu Bogor Jalan Baru). Sahid Banking Journal, 1(02). https://doi.org/10.56406/sahidbankingjournal.v1i02.44

Hasan, Z. (2023). The Value and Performance of Islamic Banking in Indonesia. Iqtishadia, 15(2), 191. https://doi.org/10.21043/iqtishadia.v15i2.16508

Mursyid, Candra, A., Lamtana, & Saputra, Y. (2022). Performance Analysis of Sharia and Conventional Banks With Maqashid Sharia: Case Study of Indonesia and Malaysia in 2016-2020. Journal of Southwest Jiaotong University, 57(4), 292–304. https://doi.org/10.35741/issn.0258-2724.57.4.26

Rambe, J. H., Imsar, I., & Anggraini, T. (2024). Analysis of Priority Banking Officer (Pbo) Marketing Strategy in Increasing the Number of Priority Customers Viewed From a Maqashid Syariah Perspective: Bank Sumut Kc Syariah Padangsidimpuan. Istinbath, 23(1), 168–188. https://doi.org/10.20414/ijhi.v23i1.752

Rizvi, S. A. R., Narayan, P. K., Sakti, A., & Syarifuddin, F. (2020). Role of Islamic banks in Indonesian banking industry: an empirical exploration. Pacific Basin Finance Journal, 62. https://doi.org/10.1016/j.pacfin.2019.02.002

Sari, I. L., & Isnandar, F. R. (2021). Analisis Kinerja Bank Syariah di Indonesia Dengan Pendekatan Sharia Maqashid Index (SMI)Tahun 2016-2018. MASLAHAH (Jurnal Hukum Islam Dan Perbankan Syariah), 11(2), 35–44. https://doi.org/10.33558/maslahah.v11i2.2624

Susila, I. (2015). Pendekatan Kualitatif Untuk Riset Pemasaran Dan Pengukuran Kinerja Bisnis. BENEFIT Jurnal Manajemen Dan Bisnis, 19(1), 12–23.

Taufik, M. (2021). Development Maqashid Sharia Performance in Islamic Bank. Journal of Finance and Islamic Banking, 3(2), 1–24. https://doi.org/10.22515/jfib.v3i2.2978

Ummah, N. H. (2023). Strategi Pemasaran Priority Banking Officer ( Pbo ) Dalam Upaya Meningkatkan Jumlah Nasabah Priority Pada Pt Bank Syariah.

Vira Putri Indra Kusuma, & Bagus Panuntun. (2024). Strategy to Increase Investment Portfolio at Retired Priority Banking Customers of PT Bank Rakyat Indonesia Yogyakarta Adisucipto Branch Office. Finance : International Journal of Management Finance, 1(3), 25–29. https://doi.org/10.62017/finance.v1i3.40