MINAT NASABAH NON MUSLIM TERHADAP FASILITAS PEMBIAYAAN MURABAHAH DI BMT MASLAHAH CABANG SAMBIKEREP SURABAYA

Abd. Hasib Misno

Abstract



ABSTRAK

Penelitian kualitatif ini menunjukkan Strategi-strategi pemasaran yangdilakukan BMT Maslahah Cabang Sambikerep Surabaya diantaranya : 1)Pemasaran melalui media, 2) pemasaran melalui cara mempengaruhi (impact)serta memberikan kesan mendalam kepada setiap orang yang hadir pada saatevent diselanggarakan, 3) Strategi sponsorship, 4) Road show dan door to door, 5)Periklanan dalam bentuk Bildboard, Umbul-umbul, Spanduk, Flyer, Baliho,Poster, Media cetak, 6) Personal Selling, 7) Direct Marketing. Faktor yangmempengaruhi minat nasabah non muslim terhadap produk pembiayaanmurabahah di BMT Maslahah Cabang Sambikerep Surabaya antara lain yaitu: a)sistem yang lebih adil dan menentramkan bagi nasabah non muslim. b) Terbuktitidak rentan oleh krisis. c) Memiliki payung hukum perundang-undangan. d)Proses pembiayaan murabahah sangat mudah dan dapat dipahami oleh nasabahnon muslim, dan e) Lokasi BMT Maslahah Cabang Sambikerep Surabaya yangstrategis, sangat mudah terjangkau oleh nasabah non muslim dalam aktivitassehari-hari. 
Kata Kunci: Pemasaran, BMT Maslahah, Non Muslim


ABSTRACT

This qualitative research suggests marketing strategies undertaken BMTMaslahah Sambikerep Surabaya include: 1) Marketing through the media, 2)marketing by way of influence (impact) as well as giving an impression toeveryone present at the event diselanggarakan, 3) Strategy sponsorship , 4) Roadshow and door to door, 5) Advertising in the form Bildboard, banners, Banner,Flyer, Billboards, posters, print media, 6) Personal Selling, 7) Direct Marketing.Factors that affect the interests of non-Muslim customers on products murabahafinancing at BMT Maslahah Sambikerep Surabaya branch, among others: a) thesystem fairer and reassuring for non-Muslim customers. b) Proven not vulnerableby the crisis. c) Have a legal umbrella legislation. d) murabaha financing processis very easy and can be understood by non-Muslim customers, and e) LocationBMT Maslahah Sambikerep Surabaya branch strategic, very easily accessible bynon-Muslim customers in their daily activities. Keyword : Market, BMT Maslahah, Non Muslim


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