Analysis of the marketing strategy of savings products at BMT Nasuha during the Covid-19 pandemic

https://doi.org/10.35912/josfe.v1i1.3329
Published: Aug 15, 2025

Abstract:

Purpose: This study aims to investigate the marketing strategies that can be applied by BMT Nasuha in marketing their savings products during the covid-19 pandemic.

Research Methodology: This study uses descriptive qualitative research with a case study approach which is carried out by using observation, interviews, literature studies, and documentation techniques.

Results: The results of the study show that the promotions are carried out by BMT Nasuha through social media, such as Instagram, Facebook, and Website. Before the covid-19 pandemic, BMT Nasuha did its marketing activities through recitation or training. 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 operations and increase its human resources in achieving increased business growth.

Conclusion: BMT Nasuha should pursue a growth-oriented strategy that exploits internal strengths to capture external opportunities, strengthening liquidity, outreach, and service quality.

Limitations: In this study, it was difficult to give a SWOT questionnaire directly to several research subjects because they had other jobs besides their jobs in BMT Nasuha. So, it could only be entrusted to one of the staff.

Contribution: It is hoped that this research can provide benefits to BMTs throughout Indonesia regarding marketing their savings products, especially for BMTs which are still relatively small.

Keywords:
1. BMT
2. Marketing Strategy
3. Savings Product
Authors:
1 . Linda Nur Fitriyani
Jakarta Veterans National Development University, Jakarta, Indonesia
2 . Tati Handayani
Jakarta Veterans National Development University, Jakarta, Indonesia
3 . Lili Puspita Sari
Jakarta Veterans National Development University, Jakarta, Indonesia
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Vol. 1 No. 1 (2025): January
Articles
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References

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    Anwar, M. K., Ridlwan, A. A., & Laili, W. N. R. (2023). The Role of Baitul Maal wat Tamwil in Empowering Msmes in Indonesia: A Study of Indonesian Islamic Microfinance Institutions. International Journal of Professional Business Review, 8(4), 1-20. doi:https://doi.org/10.26668/businessreview/2023.v8i4.913

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    Purbohastuti, A. W. (2021). Efektivitas Bauran Pemasaran pada Keputusan Pembelian Konsumen Indomaret. Sains Manajemen: Jurnal Manajemen Unsera, 7(1), 1-17. doi:https://doi.org/10.30656/sm.v7i1.2707

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  1. Abdullah, E., Ambar, A. A., & Toaha, S. (2025). SWOT Analysis in Developing Dairy Farming Agribusiness Strategy (Case Study of" KPSBU" Lembang West Bandung Regency). Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 11(1), 1113-1124. doi:http://dx.doi.org/10.25157/ma.v11i1.16832
  2. Abdullah, R., Wahab, A., & Hamid Habbe, A. (2021). Implementation Sharia of Marketing in Islamic Concept. Dinasti International Journal of Economics, Finance & Accounting, 2(5), 489-499. doi:https://doi.org/10.38035/dijefa.v2i5.1052
  3. Anwar, M. K., Ridlwan, A. A., & Laili, W. N. R. (2023). The Role of Baitul Maal wat Tamwil in Empowering Msmes in Indonesia: A Study of Indonesian Islamic Microfinance Institutions. International Journal of Professional Business Review, 8(4), 1-20. doi:https://doi.org/10.26668/businessreview/2023.v8i4.913
  4. Devi, W. S. G. R., Pringgandinie, D. R., Yulina, H., & Hadiansah, D. (2022). SWOT Analysis as a Competitive Strategy at Primkop Kartika Ardagusema Cimahi City, West Java, Indonesia. International Journal of Science, Technology & Management, 3(1), 134-143. doi:https://doi.org/10.46729/ijstm.v3i1.451
  5. Dewi, N. P. C. K., Astawa, I., & Wijana, I. (2021). The Compilation of Competitive Strategy with SWOT Analysis Approach at Bali Tropic Resort & Spa. Journal of Applied Sciences in Accounting, Finance, and Tax, 4(1), 16-22. doi:https://dx.doi.org/10.31940/jasafint.v4i1.2421
  6. Ekawati, D., & Yudoko, G. (2024). Strategy for Automation and Digitalization in Indonesian Aerospace Manufacturing. Jurnal Bisnis dan Pemasaran Digital, 3(2), 91-105. doi:https://doi.org/10.35912/jbpd.v3i2.4510
  7. Hanafiah, H. (2023). Literature Review the Existence of Marketing Products. International Journal of Multidisciplinary Research and Literature, 2(3), 280-286. doi:https://doi.org/10.53067/ijomral.v2i3.114
  8. Hanaysha, J. R. (2017). An Empirical Examination of Marketing Mix Elements and Customer Perceived Value in Retail Industry. Journal of Entrepreneurship & Business, 5(2), 1-10. doi:http://dx.doi.org/10.17687/JEB.0502.01
  9. Hartinah, Tamrin, P. A., & Nugroho, M. N. S. (2024). Chances And Challenges of Strategic Management in The Age of Information Opening. Journal of Quality Assurance in Islamic Education (JQAIE), 4(1), 10-20. doi:https://doi.org/10.47945/jqaie.v4i1.1329
  10. Islamiyah, N. (2020). Implementasi Strategi Baitul Maal Wa Tamwil (BMT) dalam Mengurangi Dampak Negatif Praktik Rentenir (Studi Kasus di BMT Al-Kahfi Jombang). Journal of Islamic Economics Studies, 1(1), 33-49. doi:https://doi.org/10.33752/jies.v1i1.196
  11. Mas’adah, Asngadi, & Hirmantono, A. (2021). Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul 'Ulum Jombang. Jurnal Bisnis dan Pemasaran Digital, 1(1), 43-48. doi:https://doi.org/10.35912/jbpd.v1i1.452
  12. Masbullah, & Bahri, S. Y. (2024). Manajemen Strategi Segmenting, Targeting, Positioning dalam Pemasaran Internasional. Sammajiva: Jurnal Penelitian Bisnis dan Manajemen, 2(4), 108-118. doi:https://doi.org/10.47861/sammajiva.v2i4.1489
  13. Muhtarom, M. B., Muna, F., Nikmah, S. J., & Anwar, K. (2023). Analisis SWOT Universitas Melaka sebagai Strategi Pengembangan Universitas Nahdlatul Ulama Surakarta. Studi Ilmu Manajemen dan Organisasi, 4(2), 87-99. doi:https://doi.org/10.35912/simo.v4i2.1942
  14. Musarofah, S., Ardiansyah, A., Imam, K., & Sawabi. (2022). SWOT Analysis Marketing Strategy in Creating a Competitive Advantage Home Industry Handicraft Folding Mat (Studies on CV. Excellent Group). International Journal of Economics, Business and Innovation Research, 1(1), 227-241. doi:https://doi.org/10.63922/ijebir.v1i01.44
  15. Ningrat, S. J. H., Sisilia, K., & Hidayat, A. M. (2024). Perumusan Strategi Startup D’cetak Menggunakan Analisis PESTEL dan SWOT. JRB-Jurnal Riset Bisnis, 7(2), 209-217. doi:https://doi.org/10.35814/jrb.v7i2.6175
  16. Pohan, M. A. (2022). Tinjauan Ekonomi Islam Terhadap Etika Pemasaran. Qonun Iqtishad EL Madani Journal, 2(1), 12-19. doi:https://doi.org/10.55438/jqim.v2i1.51
  17. Purbohastuti, A. W. (2021). Efektivitas Bauran Pemasaran pada Keputusan Pembelian Konsumen Indomaret. Sains Manajemen: Jurnal Manajemen Unsera, 7(1), 1-17. doi:https://doi.org/10.30656/sm.v7i1.2707
  18. Qomaruddin, & Sa'diyah, H. (2024). Kajian Teoritis Tentang Teknik Analisis Data dalam Penelitian Kualitatif: Perspektif Spradley, Miles dan Huberman. Journal of Management, Accounting, and Administration, 1(2), 77-84. doi:https://doi.org/10.52620/jomaa.v1i2.93
  19. Rinawati, I., & Khusnudin. (2025). Business Model Canvas in Islamic Economic Review. Dialektika: Jurnal Ekonomi dan Ilmu Sosial, 10(1), 200-214. doi:https://doi.org/10.36636/dialektika.v10i1.6187
  20. Sari, A. R., Hariyanto, M., Aditi, B., Sitorus, O. T., & Suyar, A. S. (2023). Swot Analysis Approach to MSME Development. ALKHIDMAH: Jurnal Pengabdian dan Kemitraan Masyarakat, 1(3), 151-159. doi:https://doi.org/10.59246/alkhidmah.v1i3.450
  21. Sari, Y., & Gultom, A. W. (2019). Pengaruh Bauran Pemasaran dan Orientasi Pasar Terhadap Keunggulan Bersaing pada Usaha Waralaba di Kabupaten Oku. Jurnal Akuntansi, Keuangan, dan Manajemen, 1(1), 9-16. doi:https://doi.org/10.35912/jakman.v1i1.2
  22. Siswanto, A. M. H. (2016). Evaluasi Segmenting, Targeting, Positioning dan Diferensiasi Perusahaan Le Magnifique Clothing and Tailored. Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis, 1(5), 552-559. doi:https://doi.org/10.37715/jp.v1i5.343
  23. Subhan, M. (2018). Strategi Pemasaran Syari’ah pada BMT Al-Amanah dalam Meningkatkan Modal dan Penyaluran Pembiayaan. EkBis: Jurnal Ekonomi dan Bisnis, 2(1), 96-113. doi:https://doi.org/10.14421/EkBis.2018.2.1.1083
  24. Sugiyono. (2018). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif dan R&D). Bandung: Alfabeta.
  25. Tanesab, M., Fanggidae, A. H. J., Fanggidae, R. E., & Bunga, M. (2023). Strategi Pengembangan Wisata Air Terjun Oehala: Studi pada Kecamatan Mollo Selatan, Kabupaten Timor Tengah Selatan. Jurnal Studi Perhotelan dan Pariwisata, 1(2), 63-77. doi:https://doi.org/10.35912/jspp.v1i2.2215