Marketing Strategies for Musyarakah Financing through Referral Programs and Direct Outreach at KSPPS BMT Binamas Purworejo
DOI:
https://doi.org/10.28944/masyrif.v7i1.2646Keywords:
Musyarakah Financing, Referral Marketing, Direct Outreach, Islamic Microfinance, Marketing StrategyAbstract
This study aims to analyze the marketing strategies for musyarakah financing products through a member referral program and an outreach approach at KSPPS BMT Binamas Purworejo. Musyarakah financing is one of the main products of Islamic financial institutions, based on a partnership agreement or profit-sharing arrangement between two or more parties. Referral and outreach programs as marketing strategies have proven effective in expanding the customer base organically and proactively. The research method used was qualitative descriptive, employing observation, interviews, and documentation during the Field Experience Practice (PPL) at KSPPS BMT Binamas Purworejo. The results of the study indicate that the combination of referral and outreach programs contributes significantly to increasing the number of musyarakah financing members. The referral program leverages social trust among members, while the outreach program builds personal rapport between staff and prospective members. Both strategies are considered cost-effective in terms of marketing expenses while simultaneously fostering stronger member loyalty.
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