ANALISIS STRATEGI PEMASARAN PRODUK SIMPANAN PADA BMT NASUHA DI MASA PANDEMI COVID-19
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Linda Nur Fitriyani, .
Subject
HB Economic Theory
Datestamp
2022-01-11 04:15:07
Abstract :
In 2020, precisely in March, Indonesia was confirmed to have a COVID-19 case. The Indonesian Islamic microfinance institution, namely BMT Nasuha, has experienced the impact of the spread of the Covid-19 virus, namely experiencing the impact of a decrease in liquidity. This is due to the decrease in members or customers who save money in BMT Nasuha, therefore it is necessary to carry out the right marketing strategy for marketing at BMT Nasuha. The purpose of this study is to investigate the marketing strategies that can be applied by BMT Nasuha in marketing their savings products during the covid-19 pandemic. This research uses qualitative research with a case study approach which is carried out by using observation, interviews, literature studies, and documentation techniques. The results showed that the promotions carried out by BMT Nasuha were through social media such as Instagram, Facebook, and through the internet such as the Website. BMT Nasuha before the covid-19 pandemic did marketing through recitations or training held by BMT Nasuha. The results of the SWOT analysis of BMT Nasuha show the position of quadrant 1, so that BMT Nasuha can take advantage of its internal strengths, namely developing a stable software system to support BMT Nasuha's operations and improve its human resources in achieving increased business growth.
In 2020, precisely in March, Indonesia was confirmed to have a COVID-19 case. The Indonesian Islamic microfinance institution, namely BMT Nasuha, has experienced the impact of the spread of the Covid-19 virus, namely experiencing the impact of a decrease in liquidity. This is due to the decrease in members or customers who save money in BMT Nasuha, therefore it is necessary to carry out the right marketing strategy for marketing at BMT Nasuha. The purpose of this study is to investigate the marketing strategies that can be applied by BMT Nasuha in marketing their savings products during the covid-19 pandemic. This research uses qualitative research with a case study approach which is carried out by using observation, interviews, literature studies, and documentation techniques. The results showed that the promotions carried out by BMT Nasuha were through social media such as Instagram, Facebook, and through the internet such as the Website. BMT Nasuha before the covid-19 pandemic did marketing through recitations or training held by BMT Nasuha. The results of the SWOT analysis of BMT Nasuha show the position of quadrant 1, so that BMT Nasuha can take advantage of its internal strengths, namely developing a stable software system to support BMT Nasuha's operations and improve its human resources in achieving increased business growth.
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