Integrated Implementation of Marketing Mix, Market Segmentation, and Trust in Third-Party Funds Mobilization Strategy at KSPPS NURI Pegantenan
Keywords:
Marketing mix, market segmentation, third-party fund mobilization, KSPPS NURI PegantenanAbstract
This study analyzes the integrated implementation of the marketing mix, market segmentation, and trust in the strategy for mobilizing Third-Party Funds (DPK) at the Sharia Savings and Loan Cooperative (KSPPS) NURI Pegantenan. Using a qualitative case study approach, data were collected through in-depth interviews, participatory observation, and documentation, then analyzed using an interactive analysis model. The findings indicate that the marketing mix implementation at KSPPS NURI Pegantenan is aligned with Islamic values and members’ needs, while market segmentation based on demographic, geographic, and behavioral factors enhances the effectiveness of funding programs. Moreover, trust plays a dominant role in sustaining long-term relationships between the institution and its members through transparency, consistent service, and strong managerial reputation. The integrated application of these three aspects significantly supports Third-Party Fund mobilization and reinforces the sustainability of Islamic financial institutions at the community level.
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