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All Journal Journal of Strategic and Global Studies Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Buchori, Nur Syamsudin
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Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The Influence of Marketing Mix With Digital Moderation on The Increase of Cash Waqf at The Waqf Nazhir Institution Buchori, Nur Syamsudin; Firman, Firmansyah; Setiawan, Donny
Amwaluna: Jurnal Ekonomi dan Keuangan Syariah Vol. 9 No. 2 (2025): Amwaluna: Jurnal Ekonomi dan Keuangan Syariah
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/amwaluna.v9i2.6802

Abstract

This study investigates whether digital marketing moderates the influence of marketing mix strategies-product, price, place, and promotion—on cash waqf contributions in the context of the “Berkah Wakaf” platform managed by the Indonesian Waqf Board (BWI). The research addresses the limited empirical understanding of how traditional marketing variables interact with digital tools in promoting Islamic philanthropic instruments such as waqf. Drawing on data from 225 respondents, including both current and prospective donors, the study applies a quantitative approach with structural equation modeling using Smart PLS. Results indicate that the marketing mix has no significant direct effect on cash waqf contributions. However, digital marketing shows a significant positive effect when applied independently. Its moderating effect, however, is statistically insignificant, suggesting that digital marketing does not strengthen the relationship between the marketing mix and waqf performance. These findings underscore the importance of digital trust and institutional credibility over conventional marketing efforts. The study contributes to the literature by highlighting the strategic role of digital engagement in enhancing cash waqf fundraising and offers practical insights for Islamic philanthropic institutions in adopting more targeted and technology-driven approaches.
The Satu Wakaf Indonesia Application Development Strategy Huda, Nurul; Rini, Nova; Nur, Rahma Aini; Gani, Ariel Nian; Rofi'i, Muhammad; Buchori, Nur Syamsudin
Journal of Strategic and Global Studies Vol. 9, No. 1
Publisher : UI Scholars Hub

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Abstract

The Satu Wakaf Indonesia application is a new platform for digital waqf, which necessitates a strategic policy for its development. The needs of strategic policy stand from the current problems that occur in the implementation of the application. The objectives of this study are: (1) the key sub-elements of the Satu Wakaf Indonesia development strategy, and (2) The Satu Wakaf Indonesia development strategy using the ISM approach. The research method used is a qualitative method with the Interpretive Structural Modelling (ISM) approach. The data source for this study is the results of filling out questionnaires by expert informants. The results of the study show that the key sub-elements in the needs and objectives are the same, namely related to the importance of the Satu Wakaf Indonesia program regulation. In the element of constraints are associated with the low literacy of the community waqf, the lack of publication, the lack of professionalism of Nazhir and the lack of legal support. The activity elements found need coordination between BWI, Nazhir, Ministry of Religion, BAZNAS, and local governments and related institutions. The strategy for developing the Satu Wakaf Indonesia program is the following. First, hold a transparent publication. Second, increase the professionalism of Nazhir with support and provision of facilities from the government. Third, provide legal protection for the Satu Wakaf Indonesia program. This is to ensure the problems related to the Satu Wakaf Indonesia application can be resolved and the community will feel safe making waqf through Satu Wakaf Indonesia.
Co-Authors Donny Setiawan Firman, Firmansyah Gani, Ariel Nian Muhammad Rofi’i Nova Rini Nur, Rahma Aini Nurul Huda