Strategi Pemasaran Pembiyaan Murabahah Di Baitul Maal Wat Tamwil (BMT) Al-Hijrah Pekanbaru

Supriyanto, Supriyanto (2022) Strategi Pemasaran Pembiyaan Murabahah Di Baitul Maal Wat Tamwil (BMT) Al-Hijrah Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The marketing strategy is one of the steps in developing a business to attract customers to be interested in the products and to be more familiar in the market. The marketing strategy is very important to be carried out by every company or organization in their businesses to achieve predetermined targets. The background of the study is the significant increase in the amount of Murabaha financing every year. The activities which are conducted by BMT to meet customer needs encourage BMT itself to apply an effective marketing strategy, this becomes a main reason why marketing is needed, so that the people will be more familiar with BMT. The problem formulation of the study is how the Marketing Strategy for Murabaha Financing at BMT Al-Hijrah. The aim of the study it to investigate the Marketing Strategy for Murabaha Financing at BMT Al-Hijrah. This is a field study conducted at BMT Al-Hijrah, with the data collection techniques consisting of observation, interviews, and documentation. Then, the data are analyzed by using a qualitative descriptive method. The theoretical framework of the study is the marketing theory, consisting of market segmentation, target market determination, and market positioning. The results of the study show that the marketing strategy carried out by BMT Al-Hijrah Pekanbaru is good, especially in the aspects of placing a strategic location, providing the best value to the community, introducing products with advertisements through studies around the mosques which close to the BMT Al-Hijrah, classifying requirements with productive ages, carrying out the motto, God willing, in accordance with the sharia of blessings for the people's economy, as well as targets, namely people who have their own income from medium to high, which is applied according to the Sharia principles so as to minimize the occurrence of bad installments, so they can meet the aspects of market segmentation, target market determination, and market positioning.

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