Analisis Strategi Marketing Mix Penghimpunan Wakaf pada Platform Digital BSI Maslahat dengan Metode IPA

Abstract

Potensi wakaf di Indonesia sangatlah besar, melihat potensi tersebut lembaga pengelola wakaf mulai menyediakan platform digital. BSI Maslahat sebagai salah satu lembaga filantropi di Indonesia menyediakan layanan platform digital yang dapat digunakan untuk berwakaf. Pada tahun 2021-2022, BSI Maslahat mengalami peningkatan penerimaan wakaf permanen, tetapi jumlahnya masih di bawah Dompet Dhuafa. Meskipun BSI Maslahat telah menerapkan strategi marketing mix terkait 4P setelah rebranding, mereka belum mampu mengoptimalkan potensi wakaf di platform digitalnya seperti Dompet Dhuafa. Oleh karena itu, perlu adanya analisis mendalam dengan metode Importance Performance Analysis (IPA) untuk mengidentifikasi atribut marketing mix mana yang perlu diperbaiki. Hasil penelitian ini menunjukkan bahwa penggunaan platform digital BSI Maslahat belum optimal tehadap potensi yang ada serta BSI Maslahat dapat mengoptimalkan potensi wakaf pada pegawai swasta. Ada empat atribut dari platform digital BSI Maslahat yang perlu perbaikan, yaitu tampilan platform, ragam cara pembayaran, integrasi platform dengan platform lain, dan promosi peer to peer

The potential of waqf in Indonesia is huge, seeing this potential waqf management institutions began to provide digital platforms. BSI Maslahat as one of the philanthropic organization in Indonesia provides digital platform services that can be used for waqf. In 2021-2022, BSI Maslahat experienced an increase in permanent waqf receipts, but the number was still below Dompet Dhuafa. Although BSI Maslahat has implemented a marketing mix strategy related to the 4Ps after rebranding, they have not been able to optimize the potential of waqf on their digital platform like Dompet Dhuafa. Therefore, there is a need for in-depth analysis using the Importance Performance Analysis (IPA) method to identify which marketing mix attributes need to be improved. The results of this study indicate that the use of digital platforms used by BSI Maslahat is not optimal in relation to the existing potential and BSI Maslahat can optimize the potential of waqf in private employees. There are four attributes of BSI Maslahat's digital platform that need improvement, namely platform appearance, variety of payment methods, platform integration with other platforms, and peer to peer promotion.