MARKETING STRATEGY ANALYSIS OF SHARIA MICRO FINANCIAL INSTITUTIONS IN MURABAHAH FINANCING PRODUCTS

Muhammad Tho'in

Abstract

This research was conducted with the aim of knowing various kinds of promotion strategies for Sharia micro-Sharia financial institutions with the object of research, namely BMT Samara in promoting financing products and identifying strategies to obtain and increase the number of members (customers). The product that is the focus of this research is the murabahah financing product. This research is in the form of field research with descriptive qualitative analytic methods. The research data comes from interviews, observations, and questionnaires. The results showed that BMT Samara implemented a promotional mix strategy, including: 1). Advertising through radio broadcasts, talk shows and banner media; 2). Sales promotion of its financing products; 3). Even and experiences through recitation activities, breaking fast with orphans in the month of Ramadan, and distributing gifts on Idul Fitri; 4). Public relations and publicity through the slaughter of sacrificial animals during Idul Adha; 5). Personal selling through the activity of reducing employees to the community accompanied by pamphlets; 6). Direct marketing through the internet, namely the website; 7). Interactive online marketing is carried out with social media accounts for Facebook, Instagram, and WhatsApp group; 8). Word of mouth marketing. The most dominant promotional strategy in attracting new members or customers is events and experiences and public relations and publicity. The implication of conducting this research is that a variety of promotional strategies are needed and continue to make marketing innovations for Sharia microfinance institutions in order to increase the number of members (customers) and maintain the existence of their superior products in order to be able to compete and develop in the midst of intense competition in the financial industry.

Full Text:

PDF

References

Abdillah, M. F., & Rangkuti, Z. (2019). Analisis Orientasi Pasar, Lingkungan Bisnis dan Budaya Organisasi Terhadap Kinerja Pemasaran dengan Inovasi Sebagai Variabel Intervening. Perbanas Review, 2(2).

Afrida, Y. (2016). Analisis Pembiayaan Murabahah di Perbankan Syariah. JEBI (Jurnal Ekonomi dan Bisnis Islam), 1(2), 155-166.

Ali, H., & Miftahurrohman, M. (2016). Determinan yang mempengaruhi pembiayaan Murabahah pada perbankan syariah di Indonesia. Esensi: Jurnal Bisnis dan Manajemen, 6(1), 31-44.

Baehaqi, A., & Suyanto, S. (2019). Audit Internal Lembaga Keuangan Syariah Dalam Perpektif Al-Hisbah. Jurnal Riset Keuangan Dan Akuntansi, 4(2).

Budiyono, M. T. I., Muliasari, D., & Putri, S. A. R. (2021). An Analysis of Customer Satisfaction Levels in Sharia Banks Based on Marketing Mix as a Measurement Tool. Annals of the Romanian Society for Cell Biology, 2004-2012.

Churchill Jr, G. A. (2017). Marketing. Saraiva Educação SA.

Doole, I., & Lowe, R. (2012). International marketing strategy. Cengage Learning.

Fadhila, N. (2015). Analisis pembiayaan mudharabah dan Murabahah terhadap laba bank syariah mandiri. Jurnal Riset Akuntansi dan Bisnis, 15(1).

Hakim, L., & Anwar, A. (2017). Pembiayaan Murabahah Pada Perbankan Syariah Dalam Perspektif Hukum Di Indonesia. Al-Urban: Jurnal Ekonomi Syariah dan Filantropi Islam, 1(2), 212-223.

Hanssens, D. M., Rust, R. T., & Srivastava, R. K. (2009). Marketing strategy and Wall Street: nailing down marketing's impact. Journal of Marketing, 73(6), 115-118.

Haryoso, L. (2017). Penerapan prinsip pembiayaan syariah (Murabahah) pada BMT Bina Usaha di Kabupaten Semarang. Law and Justice, 2(1), 79-89.

Herry, S., & Khaerul, U. (2013). Manajemen Pemasaran Bank Syariah.

Hillier, D., Grinblatt, M., & Titman, S. (2011). Financial markets and corporate strategy.

Kerin, R., Hartley, S., & Rudelius, W. (2014). Marketing. McGraw-Hill.

Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 4.0: Transforma tu estrategia para atraer al consumidor digital. Lid Editorial Mexicana Sa De CV.

Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing research: An applied approach. Pearson Education Limited.

Malhotra, N. K., Schaller, T. K., & Patil, A. (2017). Common method variance in advertising research: When to be concerned and how to control for it. Journal of Advertising, 46(1), 193-212.

Rahmawaty, A., & Rokhman, W. (2018). The Role of Sharia Marketing in Increasing Customer Loyalty (An Empirical Study of BMT in Kudus Regency). Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam STAIN Kudus, 11(2), 285-306.

Robiah, F. (2019). Marketing Hebat Ala Rasulullah.

Salma, S. (2018). Strategi Pemasaran Produk Gadai Syariah dalam Meningkatkan Nasabah di Pegadaian Syariah Watang Sawitto Kab. Pinrang (Doctoral dissertation, IAIN Parepare).

Silverman, D. (Ed.). (2020). Qualitative research. Sage Publications Limited.

Sholihat, A., & Rumyeni, R. (2018). Pengaruh Promosi Penjualan dan Kualitas Pelayanan terhadap Keputusan Pembelian di Krema Koffie (Doctoral dissertation, Riau University).

Tho'in, M. (2018). The Effect of Sharia Principles Application and Service Againts Customer Satisfaction of Sharia Financial Services Cooperative In Central Java. International Journal of Economics, Business and Accounting Research (IJEBAR), 2(01).

Titman, S., & Grinblatt, M. (2002). Financial markets and corporate strategy. NY: McGraw-Hill, 892p.

Wibisono, C. (2018). Comparative Of Conventional Marketing And Sharia Marketing Against Maslahah With Customer Satisfaction As Intervening At Customer Super Market In Batam City. Al-Mashrafiyah: Jurnal Ekonomi, Keuangan, dan Perbankan Syariah, 2(1).

Refbacks

  • There are currently no refbacks.