Antara Digital dan Tradisional: Evaluasi Efektivitas Pemasaran Digital terhadap Peningkatan Nasabah Tabungan

Lilik Sofianiyatin; Eka Rahayu

Authors

Lilik Sofianiyatin Institut Agama Islam Ngawi
Eka Rahayu Institut Agama Islam Ngawi

Keywords:

Digital Marketing, Sharia Microfinance, Customer Acquisition, Content Consistency, WhatsApp Business

Abstract

This study evaluates the effectiveness of digital marketing in increasing savings account customers at BMT NU Jogorogo Ngawi, a sharia microfinance institution in Ngawi, East Java. Using a descriptive qualitative approach, data were collected through in-depth interviews with an Account Officer and documentation of digital platforms including WhatsApp, Facebook, and Instagram. The findings reveal that despite having around 3,000 registered customers, the majority were acquired through conventional methods such as door-to-door visits and peer recommendations, not through digital channels. Among the three platforms, WhatsApp proved to be the most effective due to its personal and responsive communication, while Facebook and Instagram remained underutilized due to inconsistent posting schedules and a lack of content strategy. Three main obstacles were identified: (1) inconsistent promotional schedules leading to low algorithmic reach, (2) minimal content strategy and creativity without proper audience segmentation, and (3) over-reliance on conventional recruitment methods creating a self-reinforcing cycle that hinders digital optimization. The study concludes that digital marketing at BMT NU Jogorogo Ngawi functions only as an awareness tool and has not yet succeeded in converting exposure into new customer registrations. Strategic recommendations include creating a structured monthly content calendar, providing digital marketing training for staff, and maximizing WhatsApp Business features for efficient customer acquisition.

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