Rahayu, Eka (2021) Analisis Marketing Mix Terhadap Pemasaran Produk Pembiayaan Baitul Mal Wat Tamwil (BMT) Beemass di Kabupaten Ngawi. Undergraduate (S1) thesis, IAIN PONOROGO.
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Abstract
ABSTRAK
Rahayu, Eka .Analisis Marketng Mix Terhadap Pemasaran Produk
Pembiayaan Baitul Mal Wat Tamwil (BMT) BeeMass di
Kabupaten Ngawi.Tesis, Program Studi Ekonomi Syariah, Program Pascasarjana, Institut Agama Islam Negeri
(IAIN) Ponorogo. Pembimbing: Dr. Aji Damanuri, M.E.I. Kata kunci: Marketing Mix, produk pembiayaan, BMT BeeMass
Ngawi
BMT BeeMass Ngawi merupakan salah satu Lembaga yang
berintikan kegiatan pengembangan usaha-usaha produktif dan
investasi dalam meningkatkan ekonomi pengusaha kecil.Untuk
menciptakan, membangun dan mempertahankan eksistensnya di
tengah persaingan dengan competitor marketing mix (Product, Price, Promotion dan Place)menjadi penting karena memiliki variabel
yang saling berhubungan serta mewakili apa yang ada dipasar. Tujuan penelitian ini adalah untuk mengetahui penerapan
variable Marketing Mix pada produk pembiayaan BMT BeeMass
Ngawi, apakah dilaksanakan optimal atau belum.Penelitian ini
menggunakan pendekatan kualitatif, dimana pengumpulan data
dilakukan melalui observasi, wawancara dan dokumentasi.Analisis
data dilakukan dengan metode deskriptif induktif. Penelitian ini menghasilkan empat temuan. Pertama, Variable Product BMT BeeMas Ngawi telah dilakukan dengan
baikyakni menyediakan berbagai produk dengan pertimbangan
kebutuhan masyarakat yang berbeda. Kedua, Variable price BMT
BeeMas Ngawi sesuai dengan konsep pemasaran.Penetapan harga
dilakukan secara transparan dan memperhitungkan biaya operasional. Ketiga, Variable Place yang tepat karena kantor BMT BeeMass
Ngawi terletak ditempat strategis. Keempat, Variable Promotion
sesuai dengan konsep pemasaran mulai dari promosi penjualan, publisitas,dan perikalanannya.
ABSTRACT
Rahayu, Eka ,Marketing Mix Analysis of Financing Products in
Islamic Microfinance Institutions (LKMS) Ngawi Regency. Thesis, Sharia Economics Study Program, Postgraduate
Program, State Islamic Institute (IAIN) Ponorogo. Advisor: Dr. Aji Damanuri, M.E.I. Keywords:Marketing Mix, financing products, BMT BeeMass Ngawi. BMT BeeMass Ngawi is one of the institutions with the core
activity of developing productive businesses and investing in
improving the economy of small entrepreneurs. To create, build and
maintain its existence in the midst of competition with competitors, the marketing mix (Product, Price, Promotion and Place) is
important because it has interrelated variables and represents what
is on the market. The purpose of this study was to determine the application of
the Marketing Mix variable on the financing products of BMT
BeeMass Ngawi, whether it was implemented optimally or not. This
study used a qualitative approach, where data collection was carried
out through observation, interviews and documentation. The data
analysis was carried out by using the inductive descriptive method. This research resulted in four findings. First, the Variable
Product of BMT BeeMas Ngawi has been done well by providing
various products with consideration of the dif erent needs of the
community. Second, the Variable price of BMT BeeMas Ngawi is in
accordance with the marketing concept. Pricing is carried out
transparently and takes operational costs into account. Third, Variable Place which is right because the BMT BeeMass Ngawi
of ice is located in a strategic place. Fourth, Variable Promotion is
in accordance with the marketing concept starting from sales
promotion, publicity, and advertising
| Item Type: | Thesis (Undergraduate (S1)) |
|---|---|
| Thesis Supervisor: | Aji Damanuri |
| Subjects: | 14 ECONOMICS > 1499 Other Economics > 149999 Economics not elsewhere classified |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > Jurusan Ekonomi Syariah |
| Depositing User: | Miss Perpustakaan IAIN Ponorogo |
| Date Deposited: | 04 Jun 2021 07:46 |
| Last Modified: | 04 Jun 2021 07:46 |
| URI: | http://etheses.iainponorogo.ac.id/id/eprint/15329 |
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