Communication Skill Analysis in Marketing of iB Hijrah Savings

Abstract

The research aims to examine marketing communication skills for iB Hijrah Savings at PT. Bank Muamalat Indonesia KCU Medan Baru, focuses on persuasive communication techniques and their impact on the perceptions and decisions of prospective customers. Evaluations were also carried out on communication methods such as the strong effect model, synthetic experience, and attribution theory, as well as the role of PR and 6P marketing strategies in building a positive image of the bank and increasing public awareness. This research uses a qualitative descriptive method to collect data about marketing communication skills at PT. Bank Muamalat KCU Medan Baru. Primary data from direct observation during a one-month internship and secondary data from literature, including persuasive communication theory, strong effects model, synthetic experience, and attribution theory in marketing. Data collection methods include informal interviews, participant observation, and document analysis, with data analysis to identify patterns of communication practice and relevant theories. The research results show that persuasive communication is important in influencing consumer perceptions and behavior towards Islamic banking products, with effective strategies such as crisis management, agenda setting, and elaboration likelihood models. Strategic PR integration builds a positive image of the product and good relationships with stakeholders, while the 6P marketing mix considers important elements such as product, price, place, promotion, people and process. The implementation of appropriate communication skills allows Bank Muamalat to increase the effectiveness of marketing campaigns and strengthen its position in the competitive sharia banking industry.