Marketing Strategy for Murabahah Financing Products at Islamic Rural Banks in East Java Indonesia

This study aims to identify the characteristics of the marketing strategies used by Islamic Rural Bank
(IRB) in East Java. A number of recommendations were further explored in the results of individual
studies that had been carried out previously on IRB in East Java. Marketing in this study is intended
as an effort to acquisition and retention of IRB customers. This research is a literature study using
secondary data to answer research questions. Secondary data is obtained from scientific literature
published and published online. The search engine used is Google Scholar with the keyword [BPRS
murabahah "East Java" marketing]. Using this keyword, 271 search results were obtained. This
number is quite relevant to the situation of Islamic economic research in Indonesia. About 90% of this
amount can be accessed completely by researchers. After that, the researcher reads one by one the
article to get a description of the marketing strategy that is carried out in association with the results of
the research concerned. Only research that discusses murabaha or wider (general funding) is taken
for further analysis. Through this procedure, 16 relevant studies were found and could be used for
further analysis. Data is then analyzed using the logic of research, related theories, the results of
similar research from data and the results of research in a broader context. At the end, a number of
recommendations can be taken to develop a better framework and therefore a better marketing
strategy. This study recommends the use of alternative SWOT methods to formulate strategies such
as SPACE marketing strategy and AWOT marketing strategy.