STRATEGI PEMASARAN BAITUL MAAL WA TAMWIL NGABAR DALAM MENINGKATKAN VOLUME PENJUALAN PRODUK PEMBIAYAAN MUSYARAKAH

Abstract

Baitul Maal wa Tamwil is one of the private financial institutions whose capital is fully sourced from the community. BMT has an important meaning for economic development as well as the development of social functions. BMT has a role to help, improve and develop the potential of the people in alleviating poverty. Based on the results of interviews with BMT, it was stated that the people around BMT Ngabar were less interested in using musyarakah financing products. The number of customers during the last 2 years at BMT Ngabar has increased quite rapidly, but the majority of customers choose other financing products. From here the BMT must optimize its marketing strategy to increase the number of customers for musharaka products. This type of research uses field research and uses a qualitative approach. Data collection techniques in this study are interviews, observation, and documentation. The results of this study are: 1) The overall development of the number of BMT Ngabar customers has increased over the last 2 years. However, the majority of customers choose murabahah and mudaraba financing products. 2) Overall the 7p marketing mix strategy has been optimally implemented at BMT Ngabar. The marketing mix strategy carried out greatly influences the development of musyarakah financing products. the public and business actors are not familiar with musyarakah financing products, so further learning and introduction are needed to increase the number of customers of musyarakah financing products.