Analisis Canvas Strategi Mengenai Produk dan Srategi Pemasaran Produk Pada BMT Dana Mentari

Sinta Kartika Sari; Dina Alliah Anggreani Putri; Yoiz Shofwa Shafrani

doi:10.58192/ebismen.v4i2.3569

Analisis Canvas Strategi Mengenai Produk dan Srategi Pemasaran Produk Pada BMT Dana Mentari

Authors

Sinta Kartika Sari UIN Prof. K.H. Saifuddin Zuhri Purwokerto
Dina Alliah Anggreani Putri UIN Prof. K. H. Saiffudin Zuhri Purwokerto
Yoiz Shofwa Shafrani UIN Prof. K. H. Saiffudin Zuhri Purwokerto

DOI:

https://doi.org/10.58192/ebismen.v4i2.3569

Keywords:

marketing strategy, Sharia products, BMT Dana Mentari, Islamic cooperative

Abstract

This study intends to investigate the business model and product marketing strategy of BMT Dana Mentari Muhammadiyah Purwokerto using the Business Model Canvas (BMC) approach. The background of this research is rooted in the need for Islamic microfinance institutions to adapt amidst increasing competition, particularly in product development and marketing. The research uses a descriptive qualitative approach, with data collected through in-depth interviews with BMT management. The findings suggest that BMT Dana Mentari has implemented the nine elements of the BMC comprehensively, including community-based customer segmentation, strong Sharia-compliant value propositions, and marketing strategies such as direct outreach and personal selling. However, challenges remain, particularly in service digitalization and promotional efforts. The implications of this study highlight the importance of continuous innovation in Sharia-based products and marketing strategies to enhance competitiveness and institutional sustainability.

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Published

2025-06-13

How to Cite

Sari, S. K., Putri, D. A. A., & Shafrani, Y. S. (2025). Analisis Canvas Strategi Mengenai Produk dan Srategi Pemasaran Produk Pada BMT Dana Mentari . Jurnal Ekonomi, Bisnis Dan Manajemen, 4(2), 266–277. https://doi.org/10.58192/ebismen.v4i2.3569