Product Differentiation Marketing Strategy For Ukhuwah Savings At The Ukhuwah Bintang Ihsani Islamic Microfinance Institution (LKMS), Bengkulu City

Vioza Dwi Arisantika; Nurul hak; Nurrahmah Putry

doi:10.63922/ijebir.v5i05.5824

Vioza Dwi Arisantika UIN Fatmawati Sukarno Bengkulu
Nurul hak UIN Fatmawati Sukarno Bengkulu
Nurrahmah Putry UIN Fatmawati Sukarno Bengkulu

DOI: https://doi.org/10.63922/ijebir.v5i05.5824

Keywords: Differentiation Marketing Strategy, LKMS

Abstract

ABSTRACT

The purpose of this study is to determine the product differentiation strategy for Ukhuwah Savings at the Ukhuwah Bintang Ihsani Islamic Microfinance Institution (LKMS) in Bengkulu City. This is a field research study using a qualitative approach, which aims to obtain an objective description and explanation of the marketing strategy for Ukhuwah savings at LKMS Ukhuwah Bintang Ihsani Bengkulu. Data were collected through observation, interviews, and direct documentation in the field. The results of this study show that the product differentiation marketing strategy at the Ukhuwah Bintang Ihsani Islamic Microfinance Institution (LKMS) in Bengkulu City is implemented through a combination of the marketing mix and the creation of superior value that differentiates the product from other financial institutions. This differentiation is reflected in the use of the Wadiah and Mudharabah sharia contracts, which provide flexibility and potential profit for customers, the determination of profit-sharing ratios in accordance with regulations, and a strategic location strategy through collaboration with educational institutions to expand service reach.

Keywords: Differentiation Marketing Strategy, LKMS

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