Strategic Analysis of Marketing Efforts for The Gold Installment Financing Product at Bank Syariah Indonesia Serang Sub-Branch Office

Abstract

Despite the growing level of digital gold investment literacy in Indonesia, regional Islamic banks continue to face substantial challenges in expanding the market penetration of the BSI Gold Installment (Cicil Emas) financing product due to intense competition from non-bank digital investment platforms. A quantitative descriptive approach was adopted, with data collected through observations, semi-structured interviews, and document analysis. The findings reveal that although the product experienced steady customer growth between 2022 and 2025, its competitive position remains within the hold and maintain quadrant of the IE Matrix, indicating the need for continuous market strengthening rather than aggressive expansion. Among the strategic alternatives evaluated, market penetration emerged as the highest-priority strategy based on the QSPM attractiveness score. Its implementation focuses on strengthening digital promotional activities, intensifying direct marketing efforts, and expanding strategic partnerships with local institutions. This study contributes practically by providing a tactical decision-making framework for managers at BSI KCP Serang to enhance local market competitiveness. Theoretically, it enriches the strategic management literature in Islamic banking by demonstrating the application of integrated strategic planning tools to address competitive challenges at the regional branch level.