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All Journal Transekonomika : Akuntansi, Bisnis dan Keuangan Indo-Fintech Intellectuals: Journal of Economics and Business JER
Bahri. S, Andi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Marketing Strategy of Mitra Dhuafa Credit Union Service Product Toward Customer Economic Enhancement Susianti, Susianti; Marhani, Marhani; Damirah, Damirah; Semaun, Syahriyah; Bahri. S, Andi
Jurnal Economic Resource Vol. 8 No. 1 (2025): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i1.1457

Abstract

Credit unions are one of the non-bank financial institutions that are still rarely glanced at; even so, cooperatives have provided a significant economic contribution to the community. Mitra Dhuafa Credit Union (KOMIDA) is one of the cooperatives that already has many branches and encourages an increase in the community’s financial capability. This study aims to analyze the preparation of marketing strategy plans and forms of service product implementation, analyze marketing strategy evaluations, and identify factors that can influence the marketing strategy of service products at KOMIDA. Data analysis in this study was carried out using deductive reasoning. Twelve studies were selected through four stages of exclusion, using a systematic literature review approach. The results of this study indicate that marketing strategy planning is carried out to ensure the benefits that KOMIDA can provide to its members; the implementation of ongoing products also offers many advantages in terms of improving customer quality; in terms of evaluation, KOMIDA carries out evaluation to improve performance and attract more customers. Finally, the factors that influence the marketing strategy of service products are the products themselves, forms of promotion, prices, and quality of service provided by the credit union.
Co-Authors DAMIRAH DAMIRAH, DAMIRAH Kaharuddin Marhani Marhani MARIA BINTANG Muzdalifah Muhammadun, Muzdalifah Nurhayati, St. Safitri, Mustika Ayu Suarning, Suarning Susianti, Susianti Syahriyah Semaun, Syahriyah Widodo, Uun Purwati