MODEL AIDA SEBAGAI STRATEGI PEMASARAN LEMBAGA KEUANGAN MIKRO SYARIAH (LKMS) PADA MASA PANDEMI COVID-19 (STUDI KASUS DI MASYARAKAT DAN KSPS SARANA ANEKA JASA KECAMATAN CEPER KABUPATEN KLATEN)

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MODEL AIDA SEBAGAI STRATEGI PEMASARAN LEMBAGA KEUANGAN MIKRO SYARIAH (LKMS) PADA MASA PANDEMI COVID-19 (STUDI KASUS DI MASYARAKAT DAN KSPS SARANA ANEKA JASA KECAMATAN CEPER KABUPATEN KLATEN)

Inka Yesi Aprilia - Nama Orang; AGUNG ABDULLAH - Nama Orang;

ABSTRACT This study aims to describe the marketing strategy and constraints of Islamic Microfinance Institutions (LKMS) during the Covid-19 pandemic through the AIDA model. This type of research is qualitative with descriptive method. Determination of informants using snowball sampling technique. Data collection using observation, interviews, and documentation. The results showed: 1) The marketing strategy of Islamic Microfinance Institutions (LKMS) during the Covid-19 pandemic through the AIDA model was divided into 4 elements, namely: a) Attention, in marketing their products and services; 2) Interest, the strategy applied is good relations and communication between LKMS and customers; 3) Desire (Wants/Needs), online and offline socialization is carried out within a certain period of time; and 4) Action, the response to actions from customers after the 3 elements of the AIDA model have been carried out. 2) Constraints of Islamic Microfinance Institutions (LKMS) in carrying out marketing strategies during the Covid-19 pandemic through the AIDA model as follows: 1) Lock down and PPKM, the existence of a lock down policy makes the activities of the community in it limited, this makes the marketing strategy carried out only through online which has an impact on the lack of public knowledge regarding LKMS; 2) The community's low knowledge of digital marketing, understanding and ability of the community regarding technology is still lacking, so that the interest and interest of LKMS is also reduced. The existence of indirect interactions actually causes the confidence of consumers or product users to decrease; 3) Low human resources, qualified human resources will be able to become the main key to marketing success. Educational background affects the limited knowledge of the professions taken in the world of work. Keywords: marketing strategy, LKMS, AIDA model

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Judul Seri: -
No. Panggil: 2X6.1 INK m 23
Penerbit: SUKOHARJO : Perbankan Syariah_UIN RM Said., 2023
Deskripsi Fisik: 21 cm, 76 halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.1
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Perbankan Syariah
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Inka Yesi Aprilia

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