SKRIPSI PBS

ANALISIS STRATEGI PEMASARAN PRODUK PEMBIAYAAN MURABAHAH DI MASA PANDEMI COVID-19 (Studi Kasus Pada BMT AL FIRDAUS Sukoharjo Tahun 2020-2022)

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ABSTRACT This research is motivated by the spread of the Covid-19 virus which has paralyzed the Indonesian economy, one of which is the non-bank Islamic banking sector, Baitul Maal Wat Tamwil (BMT). This study aims to determine the strategies used by BMT Al Firdaus in marketing murabahah financing products during the Covid-19 pandemic and the obstacles encountered and the solutions taken during the marketing process. This is a descriptive-qualitative research that interviewed 8 informants in depth, including 2 informants from BMT Al Firdaus and 6 customers who have used murabahah financing during the Covid-19 pandemic. This research uses interviews, observation, and documentation as it's data collection methods. The results of the study shows that the strategy used by BMT Al Firdaus is the utilization of the 7P marketing mix, namely products using the name of the contract; price (price) with fair profit sharing and eliminating various administrative costs; promotion (promotion) with personal selling, advertising, and publicity; place (place) by placing the office in the market area; people of participants (HR) by prioritizing smiles, greetings, greetings and a family attitude; process (process) using the word-of-mouth method; and physical evidence by providing qualified facilities. The word-of-mouth method—which is part of the process marketing mix—is the most important and superior method in marketing. Obstacles faced and solutions taken during the process of marketing murabahah financing products at BMT Al Firdaus during the Covid-19 pandemic were the restrictions on all kinds of activities, including any means to conduct this research on the field and having to comply with regulations issued by the government. There’s also the existence of bad financing that must be imposed by fines, modifications to the contracts of the terms and agreement, and closure of murabahah financing using reserve funds for the elimination of financing. Keywords: Strategy, Covid-19, Murabahah Financing.

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Informasi Detail

Judul Seri

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No. Panggil

2X6.1 TIY a 23

Penerbit

SUKOHARJO : Perbankan Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 157 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.1

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Perbankan Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Tiyas Sariningrum

Versi lain/terkait

Lampiran Berkas

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