Murabahah Contract Financing Strategy In Increasing Customers At BMT UGT Nusantara Wongsorejo Branch

Abstrak

This study aims to analyze the marketing strategy of murabahah financing products implemented by BMT UGT Nusantara Capem Wongsorejo in an effort to increase the number of customers. The type of research used is a case study with a qualitative approach, with data collection techniques through observation, interviews, and documentation. Data analysis is carried out descriptively through the process of reduction, data presentation, and conclusion drawn. The results of the study show that the marketing strategy of BMT UGT Nusantara Capem Wongsorejo focuses on four main elements in the marketing mix, namely product, price, promotion, and location. From the product aspect, BMT offers murabahah financing with competitive and negotiable margins, as well as affordable contract fees. In terms of price, the competitive advantage lies not only in the amount of margin, but also in the fast disbursement process and easy requirements, which increase customer comfort. In terms of promotion, the most effective strategies are a direct approach (door to door), promotion through local media, and socio-religious activities, which build trust and emotional closeness with the community. As for the location, the strategic office position and the implementation of the pick-up system strengthen accessibility and service to customers. Overall, BMT UGT Nusantara Capem Wongsorejo's marketing strategy reflects the implementation of value-based and relationship-based marketing that is oriented towards trust, convenience, and personal service. BMT's success in increasing murabahah financing shows that in the context of Islamic microfinance institutions, the factors of social proximity and humanist services have a greater influence than the price factor. This study recommends the development of a simple digital-based marketing strategy to expand market reach without compromising the social and spiritual values that characterize Islamic financial institutions.