Digital Marketing Development Strategy of Sharia Cooperative

Authors

  • Tati Handayani Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
  • Sufyati HS Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
  • Prima Dwi Priyatno Universitas Pembangunan Nasional Veteran Jakarta, Indonesia

DOI:

https://doi.org/10.52218/ijbtob.v2i6.248

Abstract

The development of Sharia Cooperatives faced obstacles due to the Covid-19 pandemic situation. Many people no longer use sharia cooperatives in carrying out their daily lives, especially the owner of business. This situation  requires innovation by utilizing digitization technology. One of the  form of technology that can be used is digital marketing, with digital marketing communications and transactions can be carried out at any time. This study focuses on mapping the characteristics of Islamic cooperatives and evaluating the performance of Islamic cooperatives as well as producing business strategy models for Islamic cooperatives. The method used is descriptive qualitative with SWOT analysis techniques. Sampling method use non-probability sampling (snowball). The participants in this study were the management of the Baiturrahman Mitra Umat Sharia Consumer Cooperative (KKS), Bojong Gede, Bogor, West Java, totaling 6 informants. The results of the study show that the Baiturrahman Mitra Umat KKS is a cooperative that has a strong and growing market. The Baiturrahman Mitra Umat PSC can carry out two types of strategies, namely intensive strategies and integrative strategies. Intensive strategies can be carried out by cooperatives in the form of market penetration and market and product development. The integrative strategy can be carried out by cooperatives in the form of forward integration, backward integration, and horizontal integration.

 Keywords: strategy, digital marketing, sharia cooperatives

Downloads

Download data is not yet available.

References

Adnina, MQ Subagyo, and B. Huda, “Evaluation of the Balanced Scorecard Business Strategy at PT. Mighty King of Indonesia,"Al-Muraqabah J. Manag. Sharia Bus., vol. 1, no. 2, pp. 164–181, 2021.

Alimin, E., Eddy, Afiani, D., Agusfianto, N. P., & Octavia, Y. F. (2022). Manajemen Pemasaran: Kajian Pengantar di Era Bisnis Modern (A. Bairizki (ed.)). Seval Literindo Kreasi.

Aryani, M. (2021). Analisis Digital Marketing pada Hotel Kila di Kabupaten Lombok Barat Terhadap Kepuasan Konsumen. Jurnal Visionary, 6(1), 22–31.

Dahniar, T., Maulana, Y., & Marzuki. (2021). Peningkatan Pemasaran Budidaya Ikan Nila di Desa Cijengkol Kabupaten Sukabumi dengan Penerapan Digital Marketing untuk Meningkatkan Penjualan. Adibrata Jurnal, 1(1), 102–110.

D. Campbell, G. Stonehouse, and B. Houston,Business Strategy An Introduction. Oxford: Butterworth-Heinemann, 2002.

Hidayah, I., Ariefiantoro, T., & Nugroho, D. W. P. S. (2021). Analisis Strategi Bauran Pemasaran dalam Meningkatkan Volume Penjualan (Studi Kasus pada Pudanis di Kaliwungu). SOLUSI: Jurnak Ilmiah Bidang Ilmu Ekonomi, 19(1), 76–82.

Hutagalung and S. Batubara, "The Role of Sharia Cooperatives in Improving the Economy and Welfare of the People in Indonesia,"JIEI J. Ilm. icon. Islam, vol. 7, no. 3, pp. 1494–1498, 2021, doi: http://dx.doi.org/10.29040/jiei.v7i3.2878.

Igwenagu, C. (2016). Fundamentals of Research Methodology and Data Collection. LAP Lambert Academic Publishing, June, 4.

Indonesian Digital Report. (2022).

Indonesian Digital Report 2021. (2021). Hootsuite (We Are Social).

Kurniawan, D. A., & Abidin, M. Z. (2019). Strategi Pengembangan Wisata Kampoeng Durian Desa Ngrogung Kecamatan Ngebel Ponorogo Melalui Analisis Matrik IFAS dan EFAS. Al Tijarah, 5(2), 93–103.

LH Sari, 2018."Analysis of Maketing Mix Strategies at BMT Mitra Usaha Yogyakarta Ummah in an Islamic Perspective

L. Iruthayasamy,Understanding Business Strategy: Confusion and Consensus. Petaling Jaya: Springer Nature Singapore Pte Ltd, 2021.

M. Apriyana and S. Hasbi, "The Preference of Cooperatives in Conducting Cooperatives to Become Sharia Cooperatives: A Case Study on Cooperatives in the Bogor Region,"JIEFeS J. Islam. econ. finance. Studs., vol. 1, no. 2, pp. 173–190, 2020, doi: http://dx.doi.org/10.47700/jiefes.v1i2.2115.

M. Danuri, "Development and Transformation of Digital Technology,"infocam, vol. XV, no. II, pp. 116–123, 2019.

Mutiara, P. B. (2021). Analisis Matriks IFAS dan EFAS PT Unilever TBK pada Pandemik Covid-19. Jurnal Bina Bangsa Ekonomika, 4(2), 363–371.

Rauf, A., Manullang, S. O., Ardiansyah, T. E., Diba, F., Akbar, I., Awaluddin, R., Muniarty, P., & Firmansyah, H. (2021). Digital Marketing: Konsep dan Strategi (Romindo & E. Sudarmanto (Eds.)).

R. Safitri, A. Kurniawati, and D. Haryadi, "Design of a Web-Based Sharia Cooperative Information System,"J. Tech. information., vol. 12, no. 1, pp. 31–38, 2019.

SA Faradiza, “Impact of Business Strategy on Tax Avoidance,”J. Appl. Accounts. taxes., vol. 4, no. 1, pp. 107–116, 2019, doi: https://doi.org/10.30871/jaat.v4i1.1199.

SA Izza, “Equity Management in Sharia Cooperatives,” 2020

Sitepu and H. Hasyim, “DEVELOPMENT OF COOPERATIVE ECONOMY in INDONESIA,”merchant, vol. 7, no. 2, pp. 59–68, 2018, doi:10.24114/niaga.v7i2.10751.

T. Pradiani, "The Influence of the Digital Marketing System on Increasing the Sales Volume of Home Industry Products,"J. Ilm. Business and Eco. Asia, vol. 11, no. 2, pp. 46–53, 2018, doi:10.32812/jibeka.v11i2.45

Downloads

Published

09-12-2022

How to Cite

Handayani, T., HS, S., & Priyatno, P. D. (2022). Digital Marketing Development Strategy of Sharia Cooperative. International Journal of Business, Technology and Organizational Behavior (IJBTOB), 2(6), 732–746. https://doi.org/10.52218/ijbtob.v2i6.248