Strategi Pemasaran Untuk Meningkatkan Nasabah pada Produk Pembiayaan Mudharabah

(Studi Kasus di BMT UGT Nusantara Capem Pagak)

Abstract

The increasingly intense competition among Islamic financial institutions requires Baitul Maal wat Tamwil (BMT) to have an effective marketing strategy, particularly for mudharabah-based financing products whose usage remains low compared to other contracts. This study aims to describe the marketing strategy for mudharabah financing at BMT UGT Nusantara Capem Pagak and to identify its obstacles and solutions. This research employed a qualitative method with a descriptive approach. Data were collected through observation, unstructured interviews, and documentation involving the branch head, cashier, account officers, and customers, then analyzed through data reduction, data display, and verification, with data validity examined through triangulation. The results show that the marketing strategy of BMT UGT Nusantara Capem Pagak refers to the 4P marketing mix (Product, Price, Place, Promotion): simple application requirements and a profit-sharing system without interest (product), a flexible profit-sharing ratio/nisbah (price), an office location in the middle of a traditional market (place), and door-to-door approaches, word of mouth, direct community involvement, and printed media (promotion). The main obstacles include a marketing strategy that has not optimally utilized digital media, minimal use of the mudharabah contract in financing products, and low public interest due to intense competition among financial institutions. The proposed solutions are adapting to digital trends through social media and educational content, as well as continuous socialization and mentoring for customers regarding the mudharabah contract.

Keywords: marketing strategy; mudharabah financing; marketing mix; BMT.