KONSEP MARKETING DALAM INOVASI PRODUK PERBANKAN SYARIAH

Abstract

Business and banking competition getting tougher and dynamic with the flow of
modernity, in which the bank is now not only save space but also as a place for
investment and financial consulting making banking products in Indonesia increasingly
varied to meet those needs. Product innovation is a keystone to the method of product
development. Product innovation can deliver the product to be repackaged or new
products. Product innovation is also done through the improvement or refinement of
existing products, adding features, specifications and the resulting benefits. Islamic
banking should be careful in product innovation so that the demand for the product
remains high. This means not only product innovation but rather product oriented to
customer oriented. In other words, the development of innovative Islamic banking
products is consistent with the requirements (needs) and desires (wants) or taste current
customers. Which is more important in marketing and product innovation in Islamic
banking is how the product and the product innovation is not contrary to Islamic law or
contrary to the Qur'an and Sunnah. Product innovation must be done when the position
of the PLC is in decline sales.