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Potensi dan Strategi Marketing Perbankan Syariah pada Segmen Kelas Menengah Indonesia
Rizal, Sofyan
Rizal, Sofyan
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Abstract
This paper aims to discuss the potential and marketing strategy of Islamic banking in Indonesia's middle class segment. According to Asian Development Bank (ADB), 56% or 135 million of Indonesia people is categorized as middle-class society. This data and the fact that the majority of Indonesia's population is Muslim gives an opportunity for Islamic banks to compete in the market. The author offers some strategies for Islamic banking in Indonesia in deal with the middle class society: psychographic segmentation of middle class society, doing the continuing invention, giving the quality products, and offering Sharia bank product by utilizing information technology especially internet. This paper aims to discuss the potential and marketing strategy of Islamic banking in Indonesia's middle class segment. According to Asian Development Bank (ADB), 56% or 135 million of Indonesia people is categorized as middle-class society. This data and the fact that the majority of Indonesia's population is Muslim gives an opportunity for Islamic banks to compete in the market. The author offers some strategies for Islamic banking in Indonesia in deal with the middle class society: psychographic segmentation of middle class society, doing the continuing invention, giving the quality products, and offering Sharia bank product by utilizing information technology especially internet.
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2012-07
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With permission of the license/copyright holder