Analisis Strategi Penghimpunan Dana Pihak Ketiga Untuk Meningkatkan Jumlah Nasabah BMT NU Cabang Mayang

Abstract

Third-party fund raising strategies are an important aspect of the sustainability and growth of Islamic microfinance institutions, including baitul maal wat tamwil (BMT). Third-party funds are the main source that enables BMT microfinance institutions to carry out their functions and provide financing to members and the wider community. To achieve this goal, an appropriate strategy is needed to attract public interest and trust. This research data focuses on three areas: 1) How third-party fund collection strategies are used by the Mayang branch of BMT NU. 2) How internal fraud at the Dungkek branch of BMT affects the third-party fund collection strategies of the Mayang branch of BMT NU. 3) What obstacles are faced by the Mayang branch of BMT NU in implementing third-party fund collection strategies. The research method used is qualitative with a descriptive qualitative research type, while the data collection techniques used are participatory observation and semi-structured interviews. The method of determining sources uses sampling techniques which can bisacally be grouped into two types probability sampling and non-probability sampling, the researcher chose non-probability sampling in the form of propositional sampling which is a data collection technique based on specific considerations. The results of the study found that the third-party fund raising strategy used by BMT NU Mayang Branch to increase the number of customers was a marketing strategy and a promotional strategy. The marketing strategies used by BMT NU Mayang Branch were market penetration, product development, market development, and diversification strategies. The promotional strategies used by BMT NU Mayang Branch are advertising, sales promotion, publicity, and personal selling.

Keywords: Strategy, Fundraising, Third-Party Funds