BMT UGT Nusantara Pick-Up Marketing Strategy in Increasing the Saving Participation of Traditional Market Traders (Case Study of Kebalen Market, Malang City)

Soviatur Rohma (Universitas Islam Raden Rahmat Malang)
Moh. Aan Sulton (Universitas Islam Raden Rahmat Malang)

Al Urwah : Sharia Economics Journal
Vol. 2 No. 1: Empowering Islamic Finance and the Creative Economy: Innovation, Compliance, and Socio

The study analyzes BMT UGT Nusantara's pick-up strategy to increase the savings participation of Kebalen market traders based on the perspective of sharia economics. It was found that in 2008, BMT employees were difficult to accept by the market community, so marketing strategies needed to be adapted to the local culture. This research uses a qualitative approach with a case study method, collecting data through observation, interviews, and documentation. The results showed that the pick-up strategy increased saving participation from 20% to 80% with adjustments to appearance, communicative language, and a personal approach. The application of the Mudharabah Musytarakah contract to savings also increases public trust. This research emphasizes the importance of adapting social, cultural, and religious-based marketing strategies.