IMPLEMENTASI ETIKA BISNIS ISLAM DALAM PEMASARAN PRODUK BANK SYARIAH INDONESIA DI KECAMATAN TEBO TENGAH

Abstract

This research aims to analyze the implementation of Islamic business ethics in the product marketing strategy of Bank Syariah Indonesia (BSI) in Tebo Tengah District. Islamic business ethics, which are founded on the principles of tawhid (oneness of God), justice, responsibility, and amanah (trustworthiness), are expected to be the main foundation for every sharia business activity. However, it remains a question to what extent these principles are reflected in marketing practices in the field.

The research method used is descriptive qualitative, with data collection through in-depth interviews with the management and marketing staff of BSI Tebo Tengah District, as well as participant observation of marketing activities. Additionally, a documentation study of promotional materials and internal bank policies was conducted.

The research findings indicate that BSI Tebo Tengah District has striven to implement Islamic business ethics in its marketing, particularly through honest communication, product transparency, and interest-free offerings. Nevertheless, challenges are still found in comprehensively educating the public about the differences between sharia and conventional products, and in ensuring that all marketing lines genuinely understand and internalize Islamic ethical values in every customer interaction. This research recommends enhancing internal training and utilizing more creative communication strategies to strengthen BSI's ethical image and practices within the community.