OPERATIONAL ANALYSIS OF ISLAMIC MARKETING MIX (9+1P): A QUALITATIVE NVIVO-BASED STUDY ON HAJJ SAVINGS IN ISLAMIC BANKING
Abstract
This study addresses the limited operational explanation of the Islamic Marketing Mix 9+1P in Hajj savings products. Unlike previous studies that mainly examine its effect on customer satisfaction and loyalty, this study analyzes how sharia marketing values are practiced in daily banking services. Using a descriptive qualitative approach, data were collected through interviews, observation, and documentation, then analyzed through thematic coding with NVivo 14. The findings reveal that People, Process, and Pray are the most prominent elements in shaping customer trust and spiritual service value. This study contributes by positioning the 9+1P framework as an operational and spiritual service model for Islamic banking, especially in worship-oriented financial products.
Keywords:
Islamic Marketing Mix, 9 1P, Hajj Savings, Islamic Banking, Service Quality.
References
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Rama, A. (2020). Strategic pricing by Islamic banks and the impact on customer satisfaction and behavioral intention. Journal of Islamic Accounting and Business Research, 11(9), 2017–2033. https://doi.org/10.1108/JIABR-04-2019-0078
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Shafin, N., & Kasim, R. (2018). Incorporating Islamic Ethic Elements into Marketing Mix Paradigm. Financial Risk and Management Reviews, 4(1), 24–33. https://doi.org/10.18488/journal.89.2018.41.24.33
Suharto, (2025). The effect of service quality on customer satisfaction in the marketing management of Islamic banks. 21–31.
Yusuf, M., Adinugraha, H. H., & Abadi, M. T. (2022). The Effect of Marketing Mix, Self-Service Technology, and Digital Banking on Customer Satisfaction At Indonesian Sharia Bank of Pekalongan Pemuda. Journal of Management and Islamic Finance, 2(1), 1–11. https://doi.org/10.22515/jmif.v1i2.4922
Aini, Z. (2025). THE EFFECT OF MARKETING MIX ON CUSTOMER LOYALTY. 2022(Season 4), 1–26.
Anggraini, M., & Fasa, M. I. (2024). CUSTOMER LOYALTY IN SHARIA BANKING SHARIAH MARKETING STRATEGY IN IMPROVING CUSTOMER LOYALTY IN SHARIAH BANKING. November, 7332–7345.
Billah, Z. I., & Fauziah, O. H. (2025). The Role of 9P Marketing Mix in Building Brand Equity of Murabahah Financing Products : An Islamic Value Perspective. Iv, 459–474. https://doi.org/10.59525/jess.v4i1.867
Damayanti, K. F., & Ardyansyah, F. (2023). Implementation of Islamic Marketing Mix 9P on the Revenue of Namira Sharia Hotel Surabaya. Kaffa Journal, 2(4), 122.
Devi, S., & Silviany, I. Y. (2025). The Effect of Service Quality on Customer Loyalty of Bank Syariah Indonesia. 39–48.
Efriyanti, N. F. M. (2024). Analysis of sharia marketing strategy on customer trust in Bank Syariah Indonesia 1,2,. 430–442.
Farhana, N., Mohd, R., Nasir, M. A., Nur, M., & Nasir, F. (2020). Marketing strategies from the Islamic Perspective: Reviewing the relevance of the marketing mix. Journal of Emerging Economies and Islamic Research, 8(3), 84–96. https://doi.org/10.24191/jeeir.v8i3.9952
Febriansyah, R. (2019). Marketing Mix 7Ps in Islamic Perspective. KnE Social Sciences, 3(13), 619. https://doi.org/10.18502/kss.v3i13.4235
Hamdan, U., Azzulala, B. N., Nasifah, N., & Kamiluddin, K. (2022). The Urgency of Spiritual Marketing and Sharia Marketing in the Business World. IQTISHADIA Journal of Sharia Economics & Banking, 9(1), 27–37. https://doi.org/10.19105/iqtishadia.v9i1.5483
Hasan, M., Rohana, M., & Sanmugam, S. (2025). NVivo : a methodological integration in AI literacy studies.
Hidayati, D., Fasa, M. I., & Susanto, I. (2024). CONSUMERS IN SHARIA BANKS THE INFLUENCE OF SHARIA MARKETING ON CONSUMER TRUST IN. November, 7545–7558.
Hidayatullah, M. F., Bambang Irawan, Sudaryanto, Ahmad Roziq, & Ma'mun, S. (2023). Enhancing Customer in Islamic Banking: a Case Study of Bank Syariah Indonesia's Marketing Strategy. International Journal of Islamic Business and Economics (IJIBEC), 7(2). https://doi.org/10.28918/ijibec.v7i2.1966
Husaeni, U., & Saepudin, D. (2017). Spiritual Marketing: A Strategy to Increase the Number of Islamic Banking Customers in Cianjur, West Java, Indonesia. International Journal of Advanced Research, 5(2), 1117–1121. https://doi.org/10.21474/ijar01/3261
Kurniawan, I. B., Fitri, L. E., & Roihan, M. (2024). The Influence of Islamic Marketing Mix on the Decision to Use Hajj Savings Products at Bank 9 Jambi Syariah. Luck: Journal of Shariah and Islamic Economics, 5(3), 276–286.
Mardiaynto, E., & Kambali, M. (2021). Implementation of Marketing Mix in Islamic Banking Marketing. Al Iqtishod: Journal of Islamic Economic Thought and Research, 9(1), 93–103. https://doi.org/10.37812/aliqtishod.v9i1.227
Maufur, M., & Putri, S. O. D. (2025). Analysis of 7P Marketing Mix in Increasing Customer Interest in Hajj Savings Products at Bank Syariah Indonesia. Alwatzikhoebillah Journal: Islamic Studies, Education, Economics, Humanities, 11(2), 707–724. https://doi.org/10.37567/alwatzikhoebillah.v11i2.4100
Mondir, M., & Rahma, S. H. (2024). The Effect of Islamic Marketing Mix, Service Quality, and Product Quality on Consumer Loyalty of Microfinance Institution: Does Perceived Value act as mediator? International Conference on Islamic Economics (ICIE), 3(1), 119–140. https://doi.org/10.58223/icie.v3i1.313
Nasrulloh & Fidinillah, G. (2025). El-Jizya : Journal of Islamic Economics. ISSN: 2579-6208 (Online). Implementation of the Islamic Marketing Mix Strategy in BMT UGT Nusantara Financing Products Blega Branch, Madura. 13(December), 237–260.
Nobi, M. N., Rahman, M. S., Billah, M. A., Obayda, A., Shohel, A., & Tani, T. (2023). Management Practice and Business Ethics: An Overview from Islamic Perspectives. Global Journal of Business, Economics and Management: Current Issues, 13(3), 260–267. https://doi.org/10.18844/gjbem.v13i3.8725
Nurhaswinda, Guntara, R. Y., & Putri, V. D. R. (2025). Pediaqu : Journal of Social Education and Humanities, 4(2), 2572–2581.
Nurmandi, A., & Loilatu, M. J. (2020). How to Design Qualitative Research with NVivo 12 Plus for Local Government Corruption Issues in Indonesia ?
Oktaviani, C., Sintia, I., Panorama, M., & Salsabila, S. (2022). The Influence of Islamic Marketing Mix, Service Quality and Customer Value on Customer Satisfaction of Bank Syariah Indonesia. Reslaj: Religion Education Social Laa Roiba Journal, 5(3), 691–708. https://doi.org/10.47467/reslaj.v5i3.1724
Rama, A. (2020). Strategic pricing by Islamic banks and the impact on customer satisfaction and behavioral intention. Journal of Islamic Accounting and Business Research, 11(9), 2017–2033. https://doi.org/10.1108/JIABR-04-2019-0078
Safriani, P. A. S. (2024). 12858-41295-1-Pb. StuRat (talk) 08(02), 1–17.
Shafin, N., & Kasim, R. (2018). Incorporating Islamic Ethic Elements into Marketing Mix Paradigm. Financial Risk and Management Reviews, 4(1), 24–33. https://doi.org/10.18488/journal.89.2018.41.24.33
Suharto, (2025). The effect of service quality on customer satisfaction in the marketing management of Islamic banks. 21–31.
Yusuf, M., Adinugraha, H. H., & Abadi, M. T. (2022). The Effect of Marketing Mix, Self-Service Technology, and Digital Banking on Customer Satisfaction At Indonesian Sharia Bank of Pekalongan Pemuda. Journal of Management and Islamic Finance, 2(1), 1–11. https://doi.org/10.22515/jmif.v1i2.4922
Published
2026-04-25
How to Cite
Solihah, M., & Nasrulloh, N. (2026). OPERATIONAL ANALYSIS OF ISLAMIC MARKETING MIX (9+1P): A QUALITATIVE NVIVO-BASED STUDY ON HAJJ SAVINGS IN ISLAMIC BANKING. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 9(2). https://doi.org/https://doi.org/10.36778/jesya.v9i2.2651
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
