PROPOSED MARKETING STRATEGY FOR SHARIA COOPERATIVES IN DIGITAL ERA: A CASE STUDY OF KSPPS BMT RUKUN ABADI

• Main Author: Prayogo, Dhani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61154
• Institution: Institut Teknologi Bandung

Problem statements of BMT Rukun Abadi are decline in financial performance, among others, is the reduced funding provided causing a decrease in net income, an increase in non-performing financing due to the pandemic conditions and increasing of BOPO due to an increase in total assets and tightened with the rise of alternative fintech product/service, the escalated rise of development of accumulated loan disbursements of fintechs. Author using PESTEL, Porter 5 Forces, VRIO, Current STP & Marketing mix as the analysis framework to answer research questions "How competitive is BMT compared to Sharia Banks and Sharia fintech companies?" and "What is the best marketing strategy to compete against more established Sharia financial institutions?" for KSPPS BMT Rukun Abadi in order to survive in the digital era. Author found BMT; as a cooperative with members only of LDII citizen, have competitive value that is the strict implementation of sharia principles, members are owners of cooperatives with the principle of kinship to help each other, the same psychography and behaviour as fellow citizens of LDII, easier financing processes for un-bankable person, taawun funds and qardul hasan financing. When juxtaposed with fellow BMTs among LDII residents, BMT Rukun Abadi is the market leader, has the most members, largest fund is managed, most branches and is a national-scale BMT The best marketing strategy are using Proposed STP and Marketing Mix. Segmentation is identified based on psychographic, geographic, demographic, behavioral and financial activity variables of LDII members. The LDII millennial donor segment in urban areas was selected as target market with the considerations that this segment is generally attractive, large in size, potential for growth, economic scale of donations as a dominant financial activity and low risk. Author proposes the company's positioning as a company that provides many benefits to members and the community by applying digital technology. The provision of benefits includes consistently providing taawun fund facilities, qardul hasan financing (without profit) and financing the construction of worship facilities, educational and social facilities.