Pengaruh Strategi Pemasaran Terhadap Keputusan Nasabah Dalam Memilih Produk Kredit Usaha Rakyat (KUR) Mikro Di Bank Syariah Indonesia KC Tasikmalaya Sutisna Senjaya

Abstract. Competition among Islamic banks has driven the importance of marketing strategies in offering superior products, one of which is the Micro People's Business Credit (KUR). This research was conducted at Bank BSI Tasikmalaya Sutisna Senjaya Branch, with the aim of analyzing the marketing strategy for KUR Micro products, understanding customer decision-making processes, and measuring the influence of marketing strategies on these decisions. The study used a quantitative approach by distributing questionnaires to 120 KUR Micro customers. Data were analyzed using the Partial Least Square (PLS) method with the SmartPLS 3.0 application, through evaluation of measurement models, structure, and model quality. The results showed that promotion through market media was the most influential strategy, with 70.8% of respondents stating they were attracted by this activity. The customer decision-making process was also rational and selective, with 69.34% choosing products based on needs, ease of information, and advantages compared to other banks. These findings indicate that marketing strategies have a dominant influence on customer decisions in choosing KUR Micro and can increase satisfaction and the potential for product recommendations. Therefore, strengthening direct promotional strategies is key to increasing the effectiveness of product offerings in the micro segment. Abstrak. Persaingan antar bank syariah mendorong pentingnya strategi pemasaran dalam menawarkan produk unggulan, salah satunya Kredit Usaha Rakyat (KUR) Mikro. Penelitian ini dilakukan di Bank BSI KC Tasikmalaya Sutisna Senjaya, dengan tujuan menganalisis strategi pemasaran produk KUR Mikro, memahami proses pengambilan keputusan nasabah, serta mengukur pengaruh strategi pemasaran terhadap keputusan tersebut. Penelitian menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada 120 nasabah KUR Mikro. Data dianalisis menggunakan metode Partial Least Square (PLS) dengan aplikasi SmartPLS 3.0, melalui evaluasi model pengukuran, struktural, dan kualitas model. Hasil penelitian menunjukkan bahwa promosi melalui media grebeg pasar menjadi strategi paling berpengaruh, dengan 70,8% responden mengaku tertarik karena kegiatan ini. Proses pengambilan keputusan nasabah juga bersifat rasional dan selektif, dengan 69,34% memilih produk berdasarkan kebutuhan, kemudahan informasi, dan keunggulan dibandingkan bank lain. Temuan ini menunjukkan bahwa strategi pemasaran memiliki pengaruh dominan terhadap keputusan nasabah dalam memilih KUR Mikro, serta dapat meningkatkan kepuasan dan potensi rekomendasi produk. Oleh karena itu, penguatan strategi promosi langsung menjadi kunci dalam meningkatkan efektivitas penawaran produk di segmen mikro.