Membangun Loyalitas Nasabah melalui Bauran Pemasaran Pada Produk Gadai Emas di BPRS Sarana Prima Mandiri Kantor Pusat Pamekasan

Abstract

This study examines the implementation of the 7P marketing mix in fostering customer loyalty toward gold backed financing products at BPRS Sarana Prima Mandiri Pamekasan. A descriptive qualitative approach was employed, with data collected through interviews, observations, and document analysis. Informants were selected purposively, consisting of the Branch Manager, marketing staff, customer service staff, and customers. Data analysis followed the interactive model of Miles and Huberman, while data validity was ensured through source and technique triangulation. The findings indicate that the seven marketing mix elements Sharia-compliant products, competitive daily ujrah fees, strategic location, effective promotional activities, professional personnel, fast and transparent service processes, and a comfortable physical environment collectively contribute to strengthening customer trust and satisfaction. These factors encourage customers to reuse the service and recommend it to others through word of mouth. Thus, customer loyalty in Islamic financial institutions is shaped not only by Sharia compliance but also by the consistent integration of the various marketing mix elements. The study provides theoretical insights and practical implications for BPRS management in developing effective Sharia-based marketing strategies.