ASWAJA Value-Based Marketing Funding Officer in Increasing the Competitiveness of Hajj and Umrah Financing Products at BMT
DOI:
https://doi.org/10.24090/ej.v14i1.16229Keywords:
Marketing Strategy, Aswaja Value, Competitiveness, MFO, BMTAbstract
The problem in this study lies in the lack of optimal internalization of the value of Ahlussunnah Wal Jamaah (ASWAJA) in marketing strategies by the Marketing Funding Officer (MFO), so that religious values have not been systematically integrated and have not been able to maximally increase the trust and competitiveness of Hajj and Umrah financing products. This study aims to analyze the internalization of ASWAJA values in marketing strategies and their implications for the competitiveness of Hajj and Umrah financing products at BMT Artha Buana Metro City. The research uses a qualitative approach, with field research involving observation, semi-structured interviews, and documentation of purposively selected MFOs, management, and customers. The results of the study show that needs-based marketing strategies, the role of MFO as an agent of trust through a social relations approach, and product excellence in the form of discount policies are the main factors of competitiveness. However, the internalization of ASWAJA values remains implicit and has not been standardized in marketing strategies or performance evaluations. The conclusion of the study emphasizes that strengthening competitiveness requires the systematic integration of ASWAJA values and optimizing the role of MFO as a spiritual companion to increase trust and loyalty of members.References
Anesta, K. L, & Kenedi J. (2023). Manajemen Pelayanan Dalam Meningkatkan Minat Calon Jama’ah Haji dan Umroh pada PT. Tour and Travel Auliya Perkasa Abadi di Pasaman Barat. Multazam: Jurnal Manajemen Haji dan Umrah, 3(2), 26–36.
Elsa, M. H. (2023). Strategi Pemasaran Staff Marketing Dalam Menarik Calon Jemaah pada Aet Travel International PT. Penjuru Wisata Negeri Padang. JEBI: Jurnal Ekonomi dan Bisnis, 1(2), 220–228.
Evelyn, & Rohmayanti S. A. A. (2025). Analisis Strategi Pemasaran Produk Tabungan Haji Wadiah dalam Meningkatkan Minat Nasabah di Bank Syariah Indonesia KCP Mojokerto. JPIM: Jurnal Penelitian Ilmiah Multidisipliner, 02(03), 2478–2491.
Farida, A., & Nurzanah, E. (2024). Analisa Strategi Pemasaran Produk Tabungan Idul Fitri dalam Meningkatkan Jumlah Anggota (Studi KSPPS BMT Artha Buana Metro Cabang Mulyojati Tahun 2024). Berkala Hukum, Sosial dan Agama, 2(2): 1–18.
Fauziyah, K. (2024). Implementasi Strategi Pemasaran dalam Meningkatkan Efektivitas Produk Tabungan Haji dan Umrah di KSPPS BMT NU Cabang Kalisat Jember. Skripsi. Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember. https://digilib.uinkhas.ac.id/36765/2/KhosyiFauziyahNIM.204105010033.pdf
Santoso, G. P., Maulana Y. S., Gumilar A. (2024). Analisis Strategi Marketing Funding Officer dalam Meningkatkan Minat Nasabah. Jurnal Ilmiah ADBIS (Administrasi Bisnis). 1(2): 152-160.
Hasan, M. Z. A., and Ansori M. R. (2024). Implikasi Pembelajaran Ahlusunnah Wal Jama’ahTerhadap Penguatan Moderasi Beragama. Journal of Contemporary Islamic Education (Journal CIE), 4(2), 86–102.
Heng, L. (2021). Marketing dan Keunggulan Bersaing: Sebuah Perspektif dari Teori Resource-Based View. MABIS, 12(2), 173–185.
Irmayanti, N. (2024). Dentifikasi Elemen-Elemen Mikro Kapabilitas Dinamis Pada Social Enterprise (Studi Kasus pada Lazismu, Lazis Unisia dan BMT At-Ta’awun). Universitas Indonesia.
Sapa, N. B., Lismawati, Nuringsih, M. (2023). Strategi Pemasaran Funding Officer (Marketing Funding) dalam Meningkatkan Minat Nasabah Pada PT Bank Tabungan Negara (Persero) Tbk. KCP Parepare. Study of Scientific and Behavioral Management (SSBM), 4(3), 71–82.
Ningtyas, W. C. (2025). Analisis Bauran Promosi Digital Dalam Meningkatkan Daya Saing Pada Biro Travel Haji dan Umroh (Studi Kasus Pada PT Athalah Safar Internasional Kota Metro). UIN JUSI Lampung.
Nurisah, I. (2023). Analisis Minat Masyarakat Terhadap Produk Pembiayaan Haji dan Umrah di BPRS Aman Syariah Probolinggo Lampung Timur. Skripsi. UIN Jurai Siwo Lampung https://repository.metrouniv.ac.id/id/eprint/8321/
Pauji, A. (2018). Strategi Pemasaran Funding Officer dalam Meningkatkan Minat Nasabah di BPRS Amanah Ummah. AL-INFAQ: Jurnal Ekonomi Islam, 6(2), 379–429.
Permana, D. (2025). Strategi Manajemen Bisnis Syariah untuk Meningkatkan Daya Saing Produk UMKM Halal: Studi Kasus di Kecamatan Gunung Tanjung, Tasikmalaya. EKSISBANK: Ekonomi Syariah dan Bisnis Perbankan, 9, 200–214.
Pratama, A. E. . (2024). Tranformasi Pelaksanaan Haji dan Umroh di Jawa Timur pada Masa Pandemi Covid-19. KONMASPI, 1(1), 559–569.
Roanna, D. P. W. (2020). Pembiayaan Umroh Melalui Dana Talangan Umroh Perspektif Fatwa Dewan Syariah Nasional Majelis Ulama Indonesia. Almahra: Jurnal Studi Islam, 1(1), 13–24.
Safrudin, R., Zulfamanna, Kustati, M., & Sepriyanti, N. (2023). Penelitian Kualitatif. Journal of Social Science Research, 3(2), 1–15.
Sarosa, S. (2021). Analisis Data Penelitian Kualitatif. PT KANISIUS, IKAPI.
Sechan, M. R., Hakim, A. K., Bramayudha, A. (2025). Etika Bisnis dalam Pemasaran Travel Haji dan Umrah (Studi pada PT Andamas Mabrur Wisata Cabang Surabaya). JIESP: Journal of Islamic Economics Studies and Practices, 4(1), 1–12.
Siagian, A. A., Muzayana, A. F., Fadhillah, Z., & Regina, F. (2025). Manajemen Kinerja di ERA Digital : Dari Absensi Ke Analisis Data. JPIM: Jurnal Penelitian Ilmiah Multidisipliner, 02(03), 2255–2264.
Sihaloho, F. A. S. (2024). Peran Literasi Keuangan dalam Mengatasi Perilaku Ekonomi Irasional: Sebuah Tinjauan Literatur di Indonesia. Journal of Economic Education and Entrepreneurship, 5(2), 1–4.
Wahyuni, D., Fitriana, A. W., Nadhifah, T. (2024). Konsep Manajemen Syariah dalam Mengahadapi Tantangan Generasi Millenial di Masa Depan. FALAH: Jurnal Hukum Ekonomi Syariah, 7(2), 13–28.
Wulandari R., Ilham, R. A. R, M. R., Haddade, A. W. (2025). Analisis Integrasi Pengukuran, Evaluasi, dan Kinerja Organisasi dalam Perspektif Pendidikan dan Bisnis Syariah. JPIK: Jurnal Pendidikan Islam dan Studi Keislaman, 1(1), 116–127.
Wulandari, S., Daffa, S., Azizi, N., & Thariq, R. (2023). Ibadah Haji dan Umrah Dikaji Berdasarkan Perspektif Hukum Islam dan Hukum Positif di Indonesia. Komparatif: Jurnal Perbandingan Hukum dan Pemikiran Islam, 3(2): 172-188.
Putri, Y. D., and Asnainia, A. S. (2024). Peran Karyawan Marketing Perbankan Syariah Dalam Menjawab Keraguan Umat Islam Terhadap Perbankan Syariah di Kota Bengkulu. Jurnal Tabarru’: Islamic Banking and Finance, 7(2): 579-585
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Muhammad Bahrul Izzi, Eka Nurzannah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
