INTEGRATED IMPLEMENTATION OF MARKETING MIX, MARKET SEGMENTATION AND TRUST IN THIRD-PARTY FUNDS MOBILIZATION STRATEGY AT KSPPS NURI PAGENTENAN

Isbatul Hidayah; Matnin Matnin; Khoirul Anam

doi:10.32806/pps.v5i1.1594

Authors

Isbatul Hidayah Fakultas Ekonomi Dan Bisnis Islam, Institut Agama Islam Al-Khairat Pamekasan
Matnin Matnin Fakultas Ekonomi Dan Bisnis Islam, Institut Agama Islam Al-Khairat Pamekasan
Khoirul Anam Fakultas Ekonomi Dan Bisnis Islam, Institut Agama Islam Al-Khairat Pamekasan

DOI:

https://doi.org/10.32806/pps.v5i1.1594

Keywords:

Marketing Mix, Segmentasi Pasar, Kepercayaan, Mobilisasi Dana Pihak Ketiga, Kspps Nuri Pagentenan.

Abstract

Penelitian ini menganalisis penerapan terpadu marketing mix, segmentasi pasar, dan kepercayaan (trust) dalam strategi mobilisasi Dana Pihak Ketiga (DPK) pada Koperasi Simpan Pinjam dan Pembiayaan Syariah (KSPPS) NURI Pagentenan. Dengan menggunakan pendekatan kualitatif studi kasus, data dikumpulkan melalui wawancara mendalam, observasi partisipatif, dan dokumentasi, kemudian dianalisis menggunakan model analisis interaktif. Temuan penelitian menunjukkan bahwa penerapan marketing mix di KSPPS NURI Pagentenan telah selaras dengan nilai-nilai Islam dan kebutuhan anggota, sementara segmentasi pasar berbasis faktor demografis, geografis, dan perilaku meningkatkan efektivitas program funding. Selain itu, kepercayaan berperan dominan dalam mempertahankan hubungan jangka panjang antara lembaga dan anggota melalui transparansi, pelayanan yang konsisten, dan reputasi manajerial yang kuat. Penerapan terpadu ketiga aspek tersebut secara signifikan mendukung mobilisasi Dana Pihak Ketiga dan memperkuat keberlanjutan lembaga keuangan syariah di tingkat komunitas.

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