Marketing Strategy of Working Capital Financing Products for MSMEs at BPRS Baktimakmur Indah, Sepanjang Branch: A Comparative Study with Online Lending Platforms
[Strategi Pemasaran Produk Pembiayaan Modal Kerja UMKM BPRS Baktimakmur Indah Cabang Sepanjang: Studi Komparatif Pinjol]
DOI:
https://doi.org/10.21070/ups.9871Keywords:
Marketing strategy, MSMEs, Islamic Banking, Online Lending, Study of IslamicAbstract
This study aims to examine the marketing strategies of working capital financing for micro, small, and medium enterprises (MSMEs) at BPRS Baktimakmur Indah Sepanjang Branch and to compare them with the marketing strategies of online lending services. The research employs a descriptive qualitative approach using data collection techniques including interviews, observations, and documentation studies. The analysis focuses on the marketing mix, ease of access, service speed, and the level of customer trust. The findings indicate that BPRS emphasizes sharia principles, personalized services, and long-term relationships with customers through a financing system that is considered safe and transparent. Meanwhile, online lending services attract customers through simplified procedures and rapid fund disbursement, but they also pose risks such as high costs and limited consumer protection. Therefore, BPRS is encouraged to enhance service innovation and optimize the use of digital technology to strengthen competitiveness and increase MSMEs’ interest in sharia-based financing.
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