Analyzing the responsiveness of non-Bank financial institutions in digital marketing: a case study of Islamic cooperatives in West Nusa Tenggara, Indonesia

Q3 Business, Management and Accounting

International Journal of Management and Enterprise Development Pub Date : 2022-05-24 DOI:10.20414/jed.v4i1.5142

Riduan Mas'ud, Baiq El Badriati, Muhammad Azizurrohman

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引用次数: 0

Abstract

Purpose — This study aims to determine the level of responsiveness of Islamic cooperatives, namely BMT, in implementing digital media as a marketing tool in West Nusa Tenggara. Research method — The authors used a snowball sampling methodology to collect data using a descriptive qualitative method mixed with literature review.Result — This study found that BMT must take various steps in increasing market share, including website marketing, search engine marketing, social media marketing, online advertising, email marketing, and video marketing. However, in West Nusa Tenggara, BMT has not taken a step forward in digital marketing. Only a few organizations have begun to see the value of digital marketing.Significance/contribution/recommendation — Research related to the evaluation of BMT marketing using digital media is very limited. This study provides fascinating insights on BMT's digital marketing efforts, particularly in West Nusa Tenggara.

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非银行金融机构在数字营销中的响应性分析:以印度尼西亚西努沙登加拉伊斯兰合作社为例

目的-本研究旨在确定伊斯兰合作社(即BMT)在西努沙登加拉实施数字媒体作为营销工具的响应水平。研究方法:作者采用滚雪球抽样方法，采用描述性定性方法和文献综述相结合的方法收集数据。结果-本研究发现BMT必须采取各种措施来增加市场份额，包括网站营销，搜索引擎营销，社交媒体营销，在线广告，电子邮件营销和视频营销。然而，在西努沙登加拉，BMT在数字营销方面还没有迈出一步。只有少数组织开始看到数字营销的价值。意义/贡献/推荐——对使用数字媒体的BMT营销进行评价的相关研究非常有限。这项研究为BMT的数字营销工作提供了引人入胜的见解，特别是在西努沙登加拉。

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来源期刊

International Journal of Management and Enterprise Development Business, Management and Accounting-Business and International Management

CiteScore

1.80

自引率

0.00%

发文量

期刊介绍： IJMED is a major international research journal dedicated to business development strategy and entrepreneurship policy as well as management processes in an international and cross-cultural context. IJMED provides a venue for high quality papers including theoretical research articles, evidence-based case studies and practical applications seeking to explore best practice and investigate strategies for rapid growth management in SMEs. IJMED has a history of contributing to the academic literature, providing conceptual and practical insights and generating innovative ideas for organizational enterprise. Topics covered include: -SMEs'' start-up development, corporate venturing- Technological opportunities, new firm creation, valuation- Technological adoption, technology transfer, technopreneurship- Joint ventures/alliances, franchising and corporate ownership- Business incubator development strategy- Economic and social entrepreneurship- Virtual coaching services for SMEs- SMEs and entrepreneurship policy- Start-up cognitions/behaviours- Halo effect, technology licensing- Long-run technology investments- Knowledge management/technology strategy in SMEs- Managing rapid growth, accelerating competitive effectiveness- Strategy decision speed and SME performance- Entrepreneurs in non-profit sector.