| dc.contributor.advisor | HAYATI, SAFAAH RESTUNING | |
| dc.contributor.author | CAHYOWATI, YUNITA RATNA DWI | |
| dc.date.accessioned | 2019-10-01T07:05:49Z | |
| dc.date.available | 2019-10-01T07:05:49Z | |
| dc.date.issued | 2019-07-29 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/29260 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis penerapan strategi Integrated
Marketing Communication (IMC) yang digunakan BMT Bina Ihsanul Fikri,
kendala-kendalapenerapan strategi IMC, dan solusi untuk meningkatkan inklusi
keuangan syariah. Penelitian ini menggunakan pendekatan kualitatif. Teknik
sampel yang digunakan dalam penelitian ini adalah purposive sampling. Teknik
pengumpulan data dilakukan dengan cara observasi, wawancara, dan
dokumentasi. Teknik analisa data menggunakann Miles dan Huberman yaitu
mereduksi data, penyajian data, dan kesimpulan. Hasil penelitian menunjukkan
bahwa penerapan setiap elemen dari IMC masih belum maksimal akan tetapi
dapat meningkatkan inklusi keuangan syariah dilihat dari bertambahnya jumlah
anggota. Terdapat beberapa kendala penerapan strategi IMC antara lainmasih ada
masyarakat yang merespon negatif, kurangnya pemahaman SDMtentang IMC,
dan tidak ada SDM di bagian teknologi dan informasi. Solusi untuk mengatasi
kendala tersebut adalah memaksimalkan peran marketingdengan berinteraksi
langsung, pendampingan, dan pembinaan, peningkatan pemahaman SDM tentang
penggunaan setiap elemen dari IMC, serta diperlukan SDM di bagian teknologi
dan informasi. | en_US |
| dc.description.abstract | The research aimed at analysing the application of Integrated Marketing
Communication (IMC) strategy used by BMT Bina Ihsanul Fikri, the obstacles of
IMC strategy application, and the solution to improve sharia finance inclusion.
The research used qualitative approach. The sampling technique was purposive
sampling. The data collecting technique were observation, interview, and
documentation. The data were analysed using Miles and Huberman by reducing
and presenting the data as well as drawing conclusion. The research result
indicates that the application of each IMC element was not optimal, but it could
improve sharia finance inclusion when observed from the number of the member
which increased. There were several obstacles of IMC strategy application such
as community’s negative response, Human Resources’ lack of knowledge on IMC,
and Human Resources’ vacancy in technology and information sector. The
solutions for the obstacles are maximizing the role of the marketing persons by
interacting directly with the customers, supervision and guidance, improvement of
Human Resources’ understanding on the use of each IMC element, and necessity
for Human Resources in technology and information sector. | en_US |
| dc.publisher | FAKULTAS AGAMA ISLAM UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Integrated Marketing Communication (IMC), BMT Bina Ihsanul Fikri, ShariaFinance Inclusion | en_US |
| dc.title | STRATEGI INTEGRATED MARKETING COMMUNICATION (IMC) UNTUK MENINGKATKAN INKLUSI KEUANGAN SYARIAH MASYARAKAT | en_US |
| dc.title.alternative | Studi Kasus BMT Bina Ihsanul Fikri | en_US |
| dc.type | Thesis
SKR
FAI
232 | en_US |
