MANAJEMEN PEMASARAN LEMBAGA KEUANGAN MIKRO SYARIAH (LKMS)
Abstract
This research aims to analyze marketing management strategies implemented by Islamic Microfinance Institutions (LKMS) in enhancing customer outreach and competitiveness. Amidst increasing demands for financial inclusion and the rapid growth of fintech, LKMS face unique challenges in maintaining relevance and expanding their client base. Using a mixed-method approach, the study combines quantitative survey data from 120 LKMS clients with in-depth interviews of five LKMS marketing managers. The findings show that successful marketing in LKMS relies heavily on community engagement, trust-building, and sharia-compliant promotional strategies. However, digital marketing remains underutilized, especially among rural-based institutions. The study also uncovers a significant relationship between marketing innovation and client satisfaction levels. Based on the findings, the study recommends the development of a hybrid marketing model that integrates digital channels with local cultural values, as well as training programs to enhance marketing competencies among LKMS personnel
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