Green Marketing Strategy at BSI Smart Agent in Increasing the Number of Customers at PT Bank Syariah Indonesia TBK KCP Bantaeng

Abstract

This study investigates the implementation of green marketing strategies in the BSI Smart Agent service as an effort to increase the number of customers at PT Bank Syariah Indonesia Tbk KCP Bantaeng. A descriptive qualitative approach was employed by integrating the concepts of Islamic marketing and green marketing. Data were obtained through observation, interviews, and documentation involving marketing staff as key informants, as well as agents and customers as supporting informants. The collected data were analyzed through three stages: data reduction, data presentation, and conclusion drawing. The findings indicate that green marketing practices are implemented through digital banking services covering green product, green process, green place, green communication, and green service. These practices contribute to greater time efficiency and accessibility while also minimizing the use of physical documents through a paperless system. Nevertheless, the implementation remains less than optimal, particularly because EDC transactions still rely on paper receipts and the understanding of green marketing among employees, agents, and customers is still limited. Despite these constraints, the application of green marketing strategies contributes positively to customer acquisition, customer satisfaction, and the growth of transaction volume. Therefore, this study emphasizes the need for more systematic green marketing education, the development of paperless transaction systems, and the improvement of environmentally friendly services, which may serve as a reference for other Islamic financial institutions