Strategies for Developing the iB Maslahah Savings Product to Increase the Number of Accounts (A Study at PT Bank Jabar Banten Syariah, Braga Branch)

Abstract

PT Bank Jabar Banten Syariah, known as Bank BJB Syariah, is one of the Islamic banks in Indonesia offering diverse banking products and services tailored to meet customer needs. In the context of socio-economic development, efficiency and effectiveness are paramount, necessitating robust product development strategies to maintain market presence and enhance product quality, which directly impacts the increase in the Number of Accounts (NOA). This research employs a qualitative descriptive method utilizing Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), and Balanced Scorecard (BSC) analysis. The findings reveal that to effectively increase the Number of Accounts (NOA), Bank BJB Syariah must strategically develop its iB Maslahah Savings product through feature enhancement and product variant expansion. The integration of analytical frameworks demonstrates that the Strength–Opportunity (SO) strategy, characterized by leveraging internal strengths to maximize external opportunities, represents the optimal approach for sustainable product development.