📅 13 June 2025
DOI: 10.58192/ebismen.v4i2.3569
Analisis Canvas Strategi Mengenai Produk dan Srategi Pemasaran Produk Pada BMT Dana Mentari
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Universitas Maritim AMNI
📄 Abstract
This study intends to investigate the business model and product marketing strategy of BMT Dana Mentari Muhammadiyah Purwokerto using the Business Model Canvas (BMC) approach. The background of this research is rooted in the need for Islamic microfinance institutions to adapt amidst increasing competition, particularly in product development and marketing. The research uses a descriptive qualitative approach, with data collected through in-depth interviews with BMT management. The findings suggest that BMT Dana Mentari has implemented the nine elements of the BMC comprehensively, including community-based customer segmentation, strong Sharia-compliant value propositions, and marketing strategies such as direct outreach and personal selling. However, challenges remain, particularly in service digitalization and promotional efforts. The implications of this study highlight the importance of continuous innovation in Sharia-based products and marketing strategies to enhance competitiveness and institutional sustainability.
🔖 Keywords
#marketing strategy; Sharia products; BMT Dana Mentari; Islamic cooperative
ℹ️ Informasi Publikasi
Tanggal Publikasi
13 June 2025
Volume / Nomor / Tahun
Volume 4, Nomor 2, Tahun 2025
📝 HOW TO CITE
Sari, Sinta Kartika; Putri, Dina Alliah Anggreani; Shafrani, Yoiz Shofwa, "Analisis Canvas Strategi Mengenai Produk dan Srategi Pemasaran Produk Pada BMT Dana Mentari," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 2, Jun. 2025.
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