<![CDATA[This study aims to examine the marketing strategy of the Simpanan Hari Raya product at BMT Al-Yaman Sambimulyo Branch using the Segmenting, Targeting, Positioning (STP) and SWOT frameworks. A qualitative case study approach was employed, with data collected through interviews, observations, and documentation. The findings indicate that the product is marketed through personal selling, door-to-door services, service excellence, and social media. The STP analysis reveals that market segmentation encompasses geographic, demographic, psychographic, and behavioral characteristics, with the primary targets being BMT members, market traders, micro, small, medium-sized enterprises, and housewives. The product is positioned as a secure, accessible, and beneficial Islamic savings product based on the wadiah yad dhamanah contract, flexible deposits, no administrative fees, and parcel incentives. The SWOT analysis places BMT Al-Yaman in a strategic position that favors an aggressive strategy by leveraging internal strengths to capitalize on external opportunities. Key strategic priorities include strengthening service quality and product differentiation, expanding digital and community-based promotion, enhancing customer education, and developing employees’ digital marketing competencies. Integrating personalized and digital marketing approaches is therefore essential to expanding market reach, strengthening customer trust, and sustaining member loyalty.]]>
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