Resumen de Marketing Strategy in Building Brand Image and Strengthening the Foundation of Sharia Bank

Popon Srisusilawati, Intan Manggaala Wijayanti, Habibi Nurul Yaqin, Nanik Eprianti

• Purpose: The aim of this study is to examine marketing strategies in building brand image and strengthening Islamic banking foundations.

    Theoretical framework: The research focuses on Marketing Strategy by using the theory of (Kotler & Armstrong, 2008) that Marketing as a process by which companies create value for customers and build strong relationships with customers, with the aim of capturing value from customers in return And the marketing mix concept (Product, Price, Place, Promotion, People, Process, Physical Evidence) so that the marketing strategy that is carried out certainly builds the brand.

    Design/methodology/approach:  The research method used is a qualitative grounded theory approach. Data collection techniques are interviews, questionnaires, literature studies and documentation with the SWOT analysis technique.

    Findings:  The results of the study show that the strength factors are greater than the weaknesses and the opportunity factors are smaller than the threats, so that Islamic Banks have the potential to grow and develop, the strategy that can be implemented is the Diversification Strategy.

    Research, Practical & Social implications:  The study of this research offers a strategy for Islamic banks to be able to build a brand image and build a foundation for Islamic banks.

    Originality/value:  The value of the study this research provides and offers academic contributions regarding Islamic marketing strategies in building brand images and Islamic bank foundations.