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All Journal JOURNAL AGRIBUSINESS Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) SALAM: Jurnal Sosial dan Budaya Syar-i Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Agribisnis Terpadu Sharia Agribusiness Journal
Lilis Imamah Ichdayati
Universitas Islam Negeri Syarif Hidayatullah Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Journal : SALAM: Jurnal Sosial dan Budaya Syar-i

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Penerapan Bauran Pemasaran Pada Baznas Kabupaten Indramayu Untuk Pengentasan Kemiskinan Lilis Imamah Ichdayati
SALAM: Jurnal Sosial dan Budaya Syar-i Vol 10, No 3 (2023)
Publisher : Faculty of Sharia and Law UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/sjsbs.v10i3.33525

Abstract

Zakat as the third pillar of Islam is an instrument of Islamic social finance that is often used in overcoming the problem of poverty and reducing income inequality between the rich and the poor. Trusted zakat institutions, such as Baznas Kab. Indramayu, for 3 consecutive years in 2017 and 2018 won WTP status (unqualified) and received the 2019 Baznas Jabar Award in the Best Collection Growth category. The purpose of this study is to understand the implementation of the 9Ps marketing mix of Baznas Kab. Indramayu in alleviating poverty in Kab. Indramayu, through a descriptive analysis approach and measuring the level of efficiency and effectiveness of the distribution of ZIS funds. The results showed that Baznas Indramayu Regency had implemented the 9Ps marketing mix consisting of Product (utilization of ZIS in the form of consumptive and productive programs), price (amount of ZIS paid by muzaki), promotion (activities to invite, inform, persuade, remind Baznas products), place (distribution of ZIS to mustahik), people (organizational structure based on the Decree of the Indramayu Regent), process (ZIS collection activities), Physical Evident (has its own office and cooperation with 5 banking institutions), public relations (services to muzaki and mustahik) and power (as a non-structural institution). The ZIS distribution efficiency values range from 5 – 7.5% (quite efficient) and the effectiveness values range from 83.92% - 131.33% (very effective).Keywords: Baznas; 9Ps marketing mix; muzaki; mustahik; poverty. Abstrak:Zakat sebagai rukun Islam yang ketiga merupakan instrument keuangan sosial Islam yang kerap digunakan dalam mengatasi masalah kemiskinan dan mengurangi ketimpangan pendapatan antara orang kaya dan orang miskin. Lembaga zakat yang dipercaya, seperti Baznas Kab. Indramayu, selama 3 tahun berturut-turut pada tahun 2017 dan 2018 meraih status WTP (wajar tanpa pengecualian) dan memperoleh penghargaan Baznas Jabar Award 2019 dalam kategori Pertumbuhan Penghimpunan Terbaik. Tujuan penelitian ini adalah memahami pelaksanaan bauran pemasaran 9Ps Baznas Kab. Indramayu dalam mengentaskan kemiskinan di Kab. Indramayu, melalui pendekatan analisis deskriptif dan mengukur tingkat efisiensi dan efektivitas distribusi dana ZIS. Hasil penelitian menunjukkan bahwa Baznas Kabupaten Indramayu telah melaksanakan bauran pemasaran 9Ps terdiri : Product (pendayagunaan ZIS berupa program  bersifat konsumtif dan produktif), price (besaran ZIS yang dibayarkan muzaki), promotion (kegiatan mengajak,menginformasikan, membujuk, mengingatkan produk Baznas via Lembaga atau media local / media social), place (penyaluran ZIS ke mustahik melalui UPTD dan UPZ Kab. Indramayu), people (struktur organisasi berdasarkan SK Bupati Indramayu), process (aktivitas pengumpulan ZIS sesuai dengan peraturan Baznas Pusat), Physical Evident (memiliki kantor sendiri dan Kerjasama dengan 5 lembaga perbankan), public relation (pelayanan terhadap muzaki dan mustahik) and power (mengikuti struktur pemerintah sebagai Lembaga non structural).  Adapun nilai efisiensi penyaluran ZIS berkisar 5 – 7,5 % (cukup efisien)  dan nilai efektifitas berkisar 83,92 % - 131,33 % (sangat efektif).Kata Kunci: Baznas; bauran pemasaran 9Ps; kemiskinan; muzaki; mustahik.
Co-Authors Adam Purnama Adam Purnama Akhmad Riyadi Wastra Akhmad Riyadi Wastra Armaeni Dwi Humaerah, Armaeni Dwi Beyan Mudhofar Dewi Rohma Wati Eny Dwiningsih Hadi Nasbey ibrahim, sugiyono madelan Idzhar Jaya Nugraha Idzhar Jaya Nugraha Iffa Aulia Ilma Yuni Rosita Ilma Yuni Rosita Iwan Aminudin Nailul Murod Neneng Nur Aida Nira Kurniyanti Nira Kurniyanti Noeramala Arkana Rahmi Purnomowati Risma Kurnia Putri Rizki Adi Puspita Sari Rizki Adi Puspita Sari Rizki Adi Puspitasari Siti Rochaeni Sri Hartoyo Sri Hartoyo Sri Utami Kuntjoro Sri Utami Kuntjoro sugiyono madelan ibrahim Yusman Syaukat