STRATEGI MARKETING MIX PRODUK GRIYA IB HASANAH DI PT. BNI SYARIAH KANTOR CABANG MIKRO TERNATE

The main purpose of this research is to find out the marketing strategy applied in the product financing of Griya iB Hasanah in PT. BNI Syariah Ternate Micro Branch Office. The data analysis technique used is descriptive qualitative based on the results of observation, interview, and documentation. The results of research show that PT. BNI Syariah Ternate Micro Branch Office has implemented the marketing strategy with use of 7P marketing mix includes product, price, place, promotion, people, physical evidence, and process. In this case, the bank prioritizes of promotion strategy by relying on personal selling and commit the relationship of cooperation with other parties such as follow the event, participate in the gathering, and cooperate with mass media. The obstacles faced in marketing product of Griya iB Hasanah such as developer not yet professional, housing land is still limited, and the lack of knowledge by the society