Inovasi Strategi Pemasaran Pembiayaan Mas Antam Pada Produk Arrum Haji ( Studi PT Pegadaian Syari’ah Bangil – Pasuruan )
Inovasi Strategi Pemasaran Pembiayaan Mas Antam Pada Produk Arrum Haji ( Studi PT Pegadaian Syari’ah Bangil – Pasuruan )
Unduhan
Indonesia merupakan negara yang jumlah penduduk sebagian besar mayoritas beragama Islam terbanyak didunia mencapai 240,62 jiwa. Meskipun melonjaknya biaya perjalanan ibadah haji setiap tahunnya mengalami kenaikan akibat pergerakan dolar AS yang cukup fluktuatif berdampak pada biaya penerbangan & layanan masyair, tetapi persoalan diatas tidak menjadi barriers. Fakta bahwa setiap tahun kuota keberangkatan calon jemaah haji terbilang sedikit serta waiting list yang cukup lama menguras waktu, biaya & energi. Dengan tingginya tingkat kebutuhan masyarakat terhadap pembiayaan haji, maka hadirlah PT Pegadaian Syari’ah Bangil – Pasuruan. Sebagai suatu peluang bisnis/usaha yang bergerak dibidang produk pembiayaan haji (arrum haji), solusi mudah, cepat, tepat serta aman dalam mengatasi permasalahan kebutuhan pendaftaran & memperoleh nomer porsi haji, terutama pada masyarakat ekonomi menengah kebawah hanya dengan menggadaikan emas antam sebagai jaminan dengan konsep pembiayaan : tanpa bank, riba,denda serta sita. Melalui penerapan konsep akad rahn, ijarah & qard. Penelitian ini merupakan penelitian deskriptif dengan pendekatan kualitatif. Peneliti akan menguraikan serta mendeskripsikan tentang kebijakan pembiayaan ibadah haji berbasis syari’ah sebagai rasa ketidakpuasan terhadap praktek pembiayaan haji dalam bentuk dana talangan ,dimana didalamnya terdapat riba dalam membayar angsuran. Dari hasil analisis data lapangan diperoleh gambaran bahwa penerapan bentuk inovasi strategi pembiayaan mas antam produk arrum haji ada 4 yaitu : 1.produk ( program tabungan emas dengan konsep 4T secara kredit), 2. harga (jaminan mas antam 3,5 gram nasabah dapat melakukan & memperoleh nomer porsi haji, serta bebas memilih jumlah angsuran & jangka waktu sesuai keadaan ekonomi, 3.promosi (pengenalan produk dilakukan online & offline),4.pelayanan( ramah,santun,praktis,mudah,cepat serta aman).
Kata kunci : Inovasi ; Strategi Pemasaran ; Pembiayaan Syari’ah.
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