<![CDATA[The problem in this study lies in the lack of optimal internalization of the value of Ahlussunnah Wal Jamaah (ASWAJA) in marketing strategies by the Marketing Funding Officer (MFO), so that religious values have not been systematically integrated and have not been able to maximally increase the trust and competitiveness of Hajj and Umrah financing products. This study aims to analyze the internalization of ASWAJA values in marketing strategies and their implications for the competitiveness of Hajj and Umrah financing products at BMT Artha Buana Metro City. The research uses a qualitative approach, with field research involving observation, semi-structured interviews, and documentation of purposively selected MFOs, management, and customers. The results of the study show that needs-based marketing strategies, the role of MFO as an agent of trust through a social relations approach, and product excellence in the form of discount policies are the main factors of competitiveness. However, the internalization of ASWAJA values remains implicit and has not been standardized in marketing strategies or performance evaluations. The conclusion of the study emphasizes that strengthening competitiveness requires the systematic integration of ASWAJA values and optimizing the role of MFO as a spiritual companion to increase trust and loyalty of members.]]>
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