Ayat Wijaya Sampurna, Maftukhatusolikhah Maftukhatusolikhah, Rinol Sumantri

Marketing Mix Analysis of Financing Products BMT Insan Mulia Palembang

Introduction

Marketing mix analysis of financing products bmt insan mulia palembang. Analyze the 7P marketing mix strategy of BMT Insan Mulia Palembang's Sharia-compliant financing products. Discover their effective implementation, deposit pickup system, and member growth.

Abstract

This research was conducted to determine the implementation of the marketing mix at BMT Insan Mulia Palembang. This research uses the 7P marketing mix theory, namely, product, price, place, promotion, people, process, and physical evidence. The research results are that BMT Insan Mulia has implemented all aspects of the 7P marketing strategy well. What is superior is that the product is truly sharia compliant. Then the service uses a deposit pickup system directly connected to the system. As proof of the success of BMT Insan Mulia, many of its members previously were financing members but are now members of the Savings product.

Review

The paper titled "Marketing Mix Analysis of Financing Products BMT Insan Mulia Palembang" presents a relevant investigation into the operational marketing strategies of an Islamic microfinance institution. The research aims to comprehensively assess the implementation of the marketing mix at BMT Insan Mulia Palembang, utilizing the well-established 7P framework (Product, Price, Place, Promotion, People, Process, and Physical Evidence). This structured approach provides a clear lens through which to analyze the multifaceted marketing efforts of a specialized financial entity, particularly one operating within a Sharia-compliant framework. Based on the abstract, the study concludes that BMT Insan Mulia has successfully implemented all aspects of the 7P marketing strategy. A notable strength highlighted is the inherent Sharia compliance of its product offerings, which serves as a core differentiator and value proposition for its target market. Furthermore, the operational efficiency demonstrated through the "deposit pickup system directly connected to the system" points to an innovative and customer-centric approach to service delivery, enhancing both convenience and process integrity. The reported success, evidenced by members transitioning from financing products to savings, suggests effective customer retention and cross-selling, indicating a robust and responsive marketing strategy at play. While the abstract offers promising insights into BMT Insan Mulia's marketing effectiveness, a complete review would necessitate further detail on the methodology employed to reach these conclusions. Specifically, the full paper should elaborate on the specific data collection techniques, the sample size, and the analytical methods used to determine that the 7Ps are "well implemented" and to quantify the observed success metrics. It would also be beneficial for the full study to discuss any challenges encountered during implementation, offer a comparative analysis with similar institutions, or provide a deeper dive into the specific impact of each 'P' on customer acquisition and retention. Addressing these aspects would significantly strengthen the study's contribution to the literature on Islamic financial marketing.

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