Tabligh In Promotional Mix of Islamic Bank ”X” Surabaya

Abstract

This Research is aimed to understand value of tabligh in promotional program of Syariah Bank “X” in Surabaya. Tabligh implementation in promotional may include advertisement, word of mouth, personal selling, event and experience, sales promotion, public relation, and direct marketing. The implementation of that can
be based on key performance indicator these are communication, empathy, proactive, education, motivation, leading, spontaneity, wise, influence, serving, information, relationship, cooperative, support. However, the key performance will have no meaning without communication methods that are qaulan balighan (selecting words which have full meaning to the heart) and qaulan sadidan (speak justly) with honesty. Data collected is conducted by in depth interview and direct observation to the research object with descriptive qualitative analysis. The result of is General Islamic Bank “X” in Surabaya has embedded tabligh value in their promotional program on basic meaning. On the other hand, customer expects more in term of tabligh implementation.