Nurmasari, Laila Tri (2025) Pengembangan Strategi Promosi Pembiayaan Murabahah Antam Dalam Meningkatkan Minat Anggota di BMT MBS Syariah Center Jiwan Madiun. Masters thesis, UIN Ponorogo.
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Abstract
This research aims to analyze and develop an effective promotional strategy for Antam's murabahah financing product at BMT MBS Syariah Center Jiwan Madiun to increase member interest and participation. While previous research has tended to focus on risk analysis and Sharia compliance, it has not specifically examined the development of an integrated and contextual promotional model for Antam's murabahah financing product at the Baitul Maal wa Tamwil (BMT) scale.
The method used was a qualitative descriptive case study approach. Data collection was conducted through direct observation of BMT promotional activities and internal documentation, in-depth interviews with the BMT CEO, selected members, and employee questionnaires. Data analysis was conducted using data reduction, data presentation, and conclusion drawing techniques, supported by triangulation of sources and methods.
Based on the observations and findings, the researcher found that member interest in Antam's murabahah financing is still relatively low. This can be measured and observed internally by members' limited knowledge, and the lack of strong religious motivation to drive interest due to a lack of conceptual understanding or pressing personal needs. Externally, promotional and educational strategies are considered inadequate, positive member image is still generalized within BMTs and not specific to murabahah products, and social influence (recommendations) is still quite lacking. Therefore, a contextual Integrated Promotion Strategy (SPT) model that integrates Sharia Education, Digitalization, and a Community Approach has significant potential to address challenges such as lack of product understanding and increase member interest in Antam murabahah financing as a safe and reliable Sharia investment solution.
| Item Type: | Thesis (Masters) |
|---|---|
| Thesis Supervisor: | Iza Hanifuddin |
| Subjects: | 14 ECONOMICS > 1499 Other Economics > 149999 Economics not elsewhere classified |
| Divisions: | Program Pascasarjana > Program Studi Magister Ekonomi Syariah |
| Depositing User: | Perpustakaan Pusat |
| Date Deposited: | 23 Feb 2026 01:43 |
| Last Modified: | 23 Feb 2026 01:43 |
| URI: | http://etheses.uinponorogo.ac.id/id/eprint/36653 |
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