Optimization of Strategic Marketing Through Employee Benefit Programs: A Case Study of Bank Muamalat KCP Batu in Pesantren Manajemen Pemasaran Bank Syariah

Abstract

Abstract: Optimization of Strategic Marketing

Through Employee Benefit Programs: A Case Study

of Bank Muamalat KCP Batu in Pesantren. This

study aims to explore the application of the Employee

Benefit Program (EBP) as a marketing strategy at Bank

Muamalat KCP Batu, focusing on Islamic boarding

schools (pesantren). A case study approach was used to

analyze how EBP can strengthen the synergy between

the bank and pesantren, enhance customer loyalty, and

expand market penetration. The researcher conducted

participatory observations during the internship and in

depth interviews with Bank Muamalat management and

pesantren administrators. The results indicate that EBP

has a significant positive impact on customer engagement

and loyalty in pesantren. However, the study also

identified challenges, such as low financial literacy and

limited technological infrastructure in pesantren. Thus, a

more segmented and adaptive marketing approach is

necessary to address these obstacles. In conclusion, EBP

proves to be an effective strategy in increasing financial

inclusion within pesantren communities and

strengthening the bank’s relationship with religious

institutions in Indonesia..