Strategi Penguatan BMT Berdasarkan Perilaku Pedagang Di Pasar Tradisional
Abstract
Paper ini bertujuan untuk menemukan strategi penguatan BMT melalui
segmentasi pasar. Populasi dalam penelitian ini adalah pedagang di pasar
tradisional yang berada di wilayah karisidenan Surakarta. Menggunakan
dasar teori marketingmix untuk jasa. Teknik pengambilan sampel
menggunakan accidental sampling. Jumlah responden 60 pedagang.
Teknik analisis data menggunakan analisis cluster. Data primer
dikumpulkan melalui kuesioner dan diolah menggunakan SPSS 23. Hasil
olah data menemukan 3 segmen/cluster, di mana masing-masing segmen
memiliki faktor pertimbangan berbeda dalam memutuskan untuk
mengajukan pembiayaan di BMT. Strategi utama yang harus dilakukan
BMT adalah meningkatkan literasi keuangan syariah bagi pedagang di
pasar tradisional dan membuat inovasi produk pembiayaan yang sesuai
dengan kondisi pedagang yang unbankable.
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