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All Journal Infestasi Neo-Bis Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Pendas : Jurnah Ilmiah Pendidikan Dasar MANAJEMEN DEWANTARA ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Iqtishaduna : Jurnal Ilmiah Mahasiswa Hukum Ekonomi Syariah JURNAL ECONOMINA Edumaspul: Jurnal Pendidikan
Nurita Andriani
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences Other

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ANALISIS KUALITATIF PERAN WORD-OF-MOUTH DALAM PEMASARAN PRODUK BMT NUSANTARA DI BANGKALAN Abdul Hamid; Uswatun Hasanah; Nurita Andriani
MANAJEMEN DEWANTARA Vol 10 No 1 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i1.21382

Abstract

This study investigates the successful expansion of BMT Nusantara in Bangkalan Regency which relies on a community-based approach amidst intense financial industry competition. The objective is to analyze the role of Word-of-Mouth (WOM) in marketing strategies and identify the communication processes influencing customer decisions. This research employs a descriptive qualitative method collecting data through in depth interviews, observation and documentation with active customers selected via purposive sampling. The results indicate that customer decisions are dominated by social interaction and validation from religious figures rather than formal promotion. Positive WOM is driven by altruistic motivation and the spirit of Islamic economic advocacy. Conversely instant messaging platforms like WhatsApp serve as effective channels for spreading negative sentiment regarding operational constraints. The study concludes that WOM is not merely a promotional tool but a vital mechanism for social and religious validation essential for the institution's sustainability. Consequently the research recommends implementing Community Influencer Marketing by formally involving religious figures and establishing responsive service recovery management to mitigate digital reputation risks.
Co-Authors - Faidal ABDUL HAMID Anshori, Mochammad Isa Camelia Diva Fanesintya Elmi Abbas Faaizal Ari Wibowo Mat Ropik Moh. Sofiyanto Muhammad Rijalul Abror Al-Ma’ruf Nuri, Siti Nuran Ulfa Afrianti USWATUN HASANAH