PROPOSED DIGITAL MARKETING STRATEGY IN INCREASING COMPANY AWARENESS TO OPTIMIZE ZAKAT COLLECTION (CASE STUDY : BAZNAS WEST JAVA)

• Main Author: Ibadina Shalihah, Azkia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70530
• Institution: Institut Teknologi Bandung

There are 190.83 million people (69.3%) of Indonesia's population who are in the productive age category. In this demographic bonus phase, Indonesia maintains the first position as a country with the most generous people even in a pandemic situation in the World Giving Index report (2021). When considering the majority of the population is Muslim, the potential for zakat in Indonesia can be said to be one of the largest in the world. the total potential for zakat in Indonesia in 2020 is IDR 327.6 trillion (Puskas BAZNAS, 2020). but in fact the potential for zakat collected is only 1%. Even though it increases every year, there is still a very large gap between the potential and the realization of zakat collection in Indonesia. This huge gap between potential and actualization is allegedly due to the low level of public awareness of the practice of zakat in Indonesia as well as of the official BAZNAS institution and the only body formed by the government based on Presidential Decree of the Republic of Indonesia No. 8 of 2001 which is the main umbrella for the collection and distribution of zakat funds in Indonesia. According to the PR, Baznas has not yet become the top 10 top minds of the Indonesian people in their field. T he author plans to provide digital marketing suggestions that can optimize the tools and programs already owned by BAZNAS in educating and providing zakat services to the public. This study used a qualitative approach, internal and external analysis was carried out using Porter's Five forces, Pestle, Vrio and Marketing Mix to determine the scope of West Java Baznas. The results of the analysis are then followed by Root Cause Analysis and SWOT to find strategies that can optimize digital marketing in creating awareness of Baznas as well as zakat practitioners in Indonesia which are analyzed in the TOWS Matrix.