Analisis Strategi Pemasaran Media Sosial, Kepuasan Pelanggan, dan Rekomendasi Pelanggan dalam Membangun Loyalitas Milenial (Studi pada Produk BSI Cicil Emas)

Abstract

The development of the Islamic banking industry in Indonesia, particularly in the context of investment products, has become increasingly interesting to study. In today's competitive business environment, Bank Syariah Indonesia (BSI) needs to understand market dynamics and develop appropriate marketing strategies to attract millennial customers, who are a market segment highly connected to technology and social media. This research aims to analyze the social media marketing strategies implemented by BSI for the gold installment product, as well as to analyze the role of customer satisfaction and customer recommendations in building loyalty among millennial customers. The research method used is qualitative with a descriptive approach. The data sources consist of primary and secondary data, collected through observations, interviews, and documentation. The informant selection technique employs snowball sampling, which allows the researcher to gradually expand the number of informants. Data analysis is conducted using the Miles and Huberman model, which includes data collection, data reduction, data presentation, and conclusion drawing. The results of the study show that BSI has successfully implemented an effective social media marketing strategy for Cicil Emas products. By utilizing platforms such as Instagram and WhatsApp, BSI is able to create a positive experience for millennial customers. In addition, high customer satisfaction contributes to customer loyalty, where recommendations from satisfied customers become a powerful marketing tool. However, there is still room for improvement regarding information transparency and more active engagement on social media.