Research Article
Differentiation Strategy of Ib Hashanah Card on the Decision of Selection of Sharia Credit Card Products with Analytic Hierarchy Process Method (BNI Syariah Case Study)
@INPROCEEDINGS{10.4108/eai.10-9-2019.2289365, author={Popon Srisusilawati and Asep Ramdan Hidayat and Nanik Eprianti and Ajeng Tri Nurrahmawati}, title={Differentiation Strategy of Ib Hashanah Card on the Decision of Selection of Sharia Credit Card Products with Analytic Hierarchy Process Method (BNI Syariah Case Study)}, proceedings={The First International Conference On Islamic Development Studies 2019, ICIDS 2019, 10 September 2019, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICIDS}, year={2019}, month={11}, keywords={sharia credit cards differentiation strategies ahp}, doi={10.4108/eai.10-9-2019.2289365} }- Popon Srisusilawati
Asep Ramdan Hidayat
Nanik Eprianti
Ajeng Tri Nurrahmawati
Year: 2019
Differentiation Strategy of Ib Hashanah Card on the Decision of Selection of Sharia Credit Card Products with Analytic Hierarchy Process Method (BNI Syariah Case Study)
ICIDS
EAI
DOI: 10.4108/eai.10-9-2019.2289365
Abstract
The research objective is to determine the implementation system, product differentiation strategy of sharia credit card products. Methodologically, this research used a qualitative method with primary and secondary data sources. Data collection techniques in the form of questionnaires to customers using iB Hashanah Card. Data processing techniques using the AHP method. The first research result, iB Hasanah Card is a system of implementation by DSN-MUI Number 54, the product differentiation strategy uses four indicators, namely Features, Product Adjustment, Quality of Conformity, and Easily Improved. Third, analysis of differentiation strategies for iB Hasanah Card Classic products, Gold, and Platinum on the decision to choose sharia credit card products using the AHP method resulting from Synthesis with Formula to Goal that has been processed through selection experts with inconsistency value of 0.06 for the results of excellence owned by iB Hasanah Card Gold.
