Analisis SWOT terhadap Strategi Pemasaran Produk Hanabung pada KSPPS Hanada Quwais Sembada

Safira Aulia Rahmawati; Khofifah Nurazizah; Agustin Tri Cahyani; Sulasih Sulasih

doi:10.58192/ebismen.v4i4.3860

Analisis SWOT terhadap Strategi Pemasaran Produk Hanabung pada KSPPS Hanada Quwais Sembada

Authors

Safira Aulia Rahmawati UIN Prof. K.H. Saifuddin Zuhri Purwokerto
Khofifah Nurazizah UIN Prof. K.H. Saifuddin Zuhri Purwokerto
Agustin Tri Cahyani UIN Prof. K.H. Saifuddin Zuhri Purwokerto
Sulasih Sulasih UIN Prof. K.H. Saifuddin Zuhri Purwokerto

DOI:

https://doi.org/10.58192/ebismen.v4i4.3860

Keywords:

SWOT, Wadiah Savings, Marketing Strategy, KSPPS

Abstract

This study aims to analyze the marketing strategy of the Wadiah Savings Product (Hanabung) at KSPPS Hanada Quwais Sembada using a SWOT approach to identify internal strengths, weaknesses, external opportunities, and threats influencing the institution’s marketing performance. The research employs a descriptive quantitative method supported by qualitative data obtained from interviews with five key informants. Data analysis was conducted using the IFE and EFE matrices to evaluate the weight, rating, and score of each strategic factor. The findings indicate that KSPPS Hanada’s major strengths include strong member loyalty, personalized services, and compliance with sharia principles. The main weaknesses are conventional promotional activities, limited marketing human resources, and insufficient digital innovation. Opportunities arise from increasing public awareness of Islamic finance, while threats come from digital financial service competition and low financial literacy levels. With an IFE score of 3.10 and an EFE score of 2.75, the institution is positioned within a growth strategy. The study highlights the need for more innovative and adaptive marketing strategies through digitalization, human resource development, and continuous financial literacy initiatives.

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Published

2025-11-11

How to Cite

Rahmawati, S. A., Nurazizah, K., Cahyani, A. T., & Sulasih, S. (2025). Analisis SWOT terhadap Strategi Pemasaran Produk Hanabung pada KSPPS Hanada Quwais Sembada. Jurnal Ekonomi, Bisnis Dan Manajemen, 4(4), 413–425. https://doi.org/10.58192/ebismen.v4i4.3860