<![CDATA[In facing the increasingly complex dynamics of business competition, Islamic microfinance institutions such as BMT Dana Mentari Muhammadiyah Purwokerto are required to have an adaptive and sustainable business strategy. This research seeks to examine the business. strategy of BMT Dana Mentari using two main approaches, namely VRIO (Value, Rarity, Imitability, Organization) and PEST (Political, Economic, Social, Technological) analysis. Through a descriptive Using using a qualitative method, the information was gathered through comprehensive interviews. management and relevant literature studies. By integrating the results of internal and external analysis, this study formulates a business strategy that focuses on optimizing internal resources and adapting to the external environment. This strategy is expected to strengthen the position of BMT Dana Mentari in supporting the empowerment of the people's economy and increasing its contribution to the growth of the MSME sector in a sustainable manner.]]>
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