Modal Sosial Sebagai Strategi Pemasaran Pada Baitul Mal wat Tamwil di Kabupaten Jepara
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pemanfaatan modal sosial dalam strategi pemasaran Baitul Mal wat Tamwil (BMT) Lima Satu di Kabupaten Jepara. BMT ini, yang didirikan pada tahun 2011, telah berkembang pesat dengan tiga cabang dan aset mencapai lebih dari 8 miliar rupiah. Metode penelitian kualitatif digunakan dengan wawancara mendalam terhadap manajer pemasaran, pegawai, dan anggota. Hasil penelitian menunjukkan bahwa BMT Lima Satu memanfaatkan jaringan sosial dengan berkolaborasi dengan tokoh masyarakat dan berpartisipasi dalam acara komunitas untuk meningkatkan visibilitas dan jangkauan pasar. Selain itu, transparansi dan komunikasi terbuka berkontribusi pada peningkatan kepercayaan dan kredibilitas. Dukungan komunitas dan pemanfaatan norma sosial juga memperkuat hubungan dengan masyarakat. Temuan ini menggarisbawahi pentingnya modal sosial dalam strategi pemasaran BMT untuk membangun hubungan yang solid dan memperluas pengaruhnya di masyarakat
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