MARKETING STRATEGY OF MICRO WAQF BANK FINANCING WITHIN THE PESANTREN ECOSYSTEM
DOI:
https://doi.org/10.22373/aiszawa.v2i1.9767Keywords:
Financing, Marketing Strategy, Pesantren-Based Micro Waqf Bank.Abstract
The Micro Waqf Bank (BWM) has been operating since 2019 and continues to serve the community around Pesantren Babul Maghfirah. Established to provide access to financing for low-income groups excluded from formal financial institutions, BWM plays a vital role in strengthening financial inclusion. This study employs a descriptive qualitative method to explore the bank’s marketing strategies. The findings reveal that BWM adopts a community-based marketing approach, positioning the pesantren as a center of trust. Promotion activities are carried out through religious leaders, social media platforms such as WhatsApp, and religious forums, all of which help build emotional closeness with the community. These strategies have proven effective in enhancing public trust and expanding financing outreach. Nevertheless, several challenges remain, including limited marketing personnel, difficulties in reaching remote areas, and low levels of Islamic financial literacy among the target community. To address these issues, continuous education and awareness programs are needed to ensure that BWM’s marketing strategies become more effective and sustainable.
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