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This study aims to find out what factors are supporting and inhibiting in the credit card marketing process and to find out the marketing strategies carried out by the marketing staff of PT. Bank Negara Indonesia (Persero) Tbk, Maumere Branch Office in promoting or marketing credit card products. The design of this study uses a qualitative approach to understand the credit card marketing strategy in PT. Bank Negara Indonesia (Persero) Tbk, Maumere Branch Office. Data were collected through interviews and analyzed qualitatively. Based on the results of the study, it can be seen that credit card marketing is supported by factors such as a wide merchant network, ease of application, and effective marketing strategies, but is faced with challenges such as limited merchants in certain regions, low financial literacy, and competition with digital payment methods. Through Kearns' SWOT analysis, BNI Maumere Branch can implement the SO strategy by leveraging its strengths to seize opportunities, such as expanding cooperation with the education and tourism sectors and offering locally-based reward programs. The WO strategy is focused on improving financial literacy and incentives for small merchants. ST's strategy is used to strengthen customer service and highlight product excellence in the face of digital competition, while WT's strategy focuses on reducing costs and increasing transparency to attract more customers and strengthen competitiveness in the market.

The objective of this article is to examine the elements that impact the inclination of customers of Indonesian Islamic banks, specifically those in KC Medan Ahmad Yani, to utilize mobile banking. Technology has significantly influenced people's lives, and the banking industry has utilized the internet to enhance their services. This has resulted in the emergence of mobile banking, which refers to banking services accessed through mobile phones or, in other words, phone banking. Mobile banking, along with services like ATMs and credit cards, has become essential for Indonesian banks to expand their target market. Currently, mobile banking serves as a primary focal point and an effective operational strategy for banks to enhance their services.The purpose of this analysis is to identify the factors that influence customers' interest in using mobile banking and the strategies employed to increase customer engagement. Additionally, the study aims to ascertain whether mobile banking can be employed as a marketing strategy to drive customer growth at Bank Syariah Indonesia KC Medan Ahmad Yani. Data collection for this research is conducted through a questionnaire, which includes inquiries intended to gather relevant information.