Strategi Pemasaran Program Wakaf Yayasan Hutan Wakaf Bogor
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Published:
Dec 27, 2023
Keywords:
Bogor Forest Waqf, SEM-PLS method, waqf marketing strategy
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Abstract
The high rate of deforestation makes the forest waqf program attractive to be developed as a support for the reforestation program. The research will identify variables that can influence waqf decision-making. Data collection used a research questionnaire with a sample of 100 people using Judgment Sampling. The analytical tool used in this research is Structural Equation Modeling (SEM) with Partial Least Square (PLS) approach. The results showed that registered buyers of forest waqf products at the Bogor Waqf Forest Foundation were dominated by millennials with single status and incomes between IDR 1,000,000 – IDR 2,000,000. Brand and customer trust affect the marketing effectiveness of trust in forest waqf products. The priorities for the marketing strategy for forest waqf products include strengthening brand image, increasing consumer confidence, conducting social activities, maintaining communication with consumers, and conducting regular data analysis and evaluation.
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Assimakopoulos, C., Antoniadis, I., Kayas, O. G., & Dvizac, D. (2017). Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management, 45(5), 532–549.
Astuti, N. L. G. S. D., Widhyadanta, I. G. D. S. A., & Sari, R. J. (2021). Pengaruh brand image dan brand awareness Lazada terhadap keputusan pembelian online. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 4, 897.
Colwell, S. R., Aung, M., Kanetkar, V., & Holden, A. L. (2008). Toward a measure of service convenience: Multiple‐item scale development and empirical test. Journal of Services Marketing, 22(2), 160–169. https://doi.org/10.1108/08876040810862895.
Fadlil, N. R., Effendi, J., & Sutarto, E. (2022). Analisis faktor-faktor yang mempengaruhi sikap dan keputusan wakif dalam berwakaf produktif di Indonesia (studi kasus di Dompet Dhuafa). Jurnal Penyuluhan, 18(01), 105-117.
Fandini, H. D., & Ratnasari, R. T. (2020). Pengaruh Trust terhadap niat ulang berwakaf uang pada badan wakaf al qur’an Surabaya melalui belief. Jurnal Ekonomi Syariah Teori dan Terapan, 6(11), 2185. https://doi.org/10.20473/vol6iss201911pp2185-2197.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203.
Lubis, H. (2020). Potensi dan kendala pengembangan wakaf uang di Indonesia. Islamic Business and Finance, 1(1), 43–59. https://doi.org/10.24014/ibf.v1i1.9373.
Maryuliana, M., Subroto, I. M. I., & Haviana, S. F. C. (2016). Sistem informasi angket pengukuran skala kebutuhan materi pembelajaran tambahan sebagai pendukung pengambilan keputusan di sekolah menengah atas menggunakan skala likert. TRANSISTOR Elektro dan Informatika, 1(1), 1–12.
Nuraini, I., Takidah, E., & Fauzi, A. (2018). Faktor-faktor yang mempengaruhi intensi dalam membayar wakaf uang pada pegawai kantor wilayah kementerian agama provinsi DKI Jakarta. Jurnal Ekonomi Syariah dan Bisnis, 1(2), 97-108.
Purnama, S. (2019). Pengaruh service convenience terhadap customer loyalty melalui customer satisfaction sebagai variabel mediasi pada atlas sport club Surabaya. Agora, 7(2).
Putri, F. H. (2017). Analisis Pengaruh Online Marketing terhadap Keputusan Pembelian (Studi Kasus Hotel di Bogor). (Skripsi, IPB University, Bogor, Indonesia). https://repository.ipb.ac.id/handle/123456789/83640.
Rachmawati, I. K., Handoko, Y., Nuryanti, F., Wulan, M., & Hidayatullah, S. (2019, September). Pengaruh kemudahan, kepercayaan pelanggan dan kualitas informasi terhadap keputusan pembelian online. Pada Seminar Nasional Sistem Informasi (pp.519-522).
Rahma, M., Najib, M., & Saptono, I. T. (2021). Analisis intensi wakif gen Y dalam gerakan digital berwakaf uang atau melalui uang di Indonesia. Jurnal Aplikasi Bisnis dan Manajemen, 7(3), 763–777. https://doi.org/10.17358/jabm.7.3.763.
Ristiawan, D. & Farida, L. (2019). Pengaruh citra merek (brand image) terhadap pengambilan keputusan pembelian sepeda motor Suzuki Satria fu 150 cc di Kota Pekanbaru (Studi Kasus pada konsumen Pt. Riau Jaya Cemerlang). Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Rusydiana, A. & Rahayu, S. S. (2019). Bagaimana strategi pengembangan wakaf tunai di Indonesia? Jurnal Ekonomi dan Bisnis Islam, 5(1), 15. https://doi.org/10.20473/jebis.v5i1.10416.
Salsabila, N. & Hasbi, I. (2021). Pengaruh citra merek dan kepercayaan terhadap keputusan berdonasi secara online pada crowdfunding platform Kitabisa.Com. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(2), 162–176. http://www.journal.stiemb.ac.id/index.php/mea/article/view/1046.
Shahijan, M. K., Rezaei, S., & Amin, M. (2018). Qualities of effective cruise marketing strategy. International Journal of Quality & Reliability Management, 35(10), 2304–2327. https://doi.org/10.1108/IJQRM-07-2017-0135.
Sisca, Y. (2021). Rancang bangun sistem informasi pemasaran secara digital berbasis e-marketing. Jurnal Dunia Bisnis, 1(1), 1–11.
Smith, T. A. (2020). The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services. Spanish Journal of Marketing - ESIC, 24(2), 155–175. https://doi.org/10.1108/SJME-06-2019-0036.
Sup, D. F. A. (2021). Relevansi konsep hutan wakaf dengan konsep wakaf di dalam Islam. Islamic Economics Journal, 7(1), 56. https://doi.org/10.21111/iej.v7i1.6430.
Syafitri, O. Y., Wildan, N., Huda, N., & Rini, N. (2021). Tingkat religiusitas dan pendapatan: Analisis pengaruh terhadap keputusan membayar zakat, infaq dan shadaqah. Jurnal Ilmiah Ekonomi Islam, 7(1), 34. https://doi.org/10.29040/jiei.v7i1.1915.
Vol, S. D., Group, E., & Limited, P. (2016). The influence of information, knowledge and technology management on the performance of manufacturing enterprises: The importance of information management on financial performance. Strategic Direction, 32(11), 28–30. https://doi.org/10.1108/SD-08-2016-0119.
Wahyuningtyas, Y. F. & Widiastuti, D. A. (2017). Analisis pengaruh persepsi risiko, kemudahan dan manfaat terhadap keputusan pembelian secara online (studi kasus pada konsumen barang fashion di facebook). Kajian Bisnis STIE Widya Wiwaha, 23(2), 112–120. https://doi.org/10.32477/jkb.v23i2.208.
We Are Social. (2021, 27 Januari). Digital 2021: The Latest Insights into the 'State of Digital'. Diakses pada 5 Februari 2022, dari: https://wearesocial.com/uk/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital/.
Widyastuti, P. (2020). Analisis keputusan pembelian: Fenomena panic buying dan service convenience (studi pada grocery store di DKI Jakarta). Proceeding SENDIU, 5(1), 583–591.
Wu, L. W., Wang, C. Y., & Rouyer, E. (2020). The opportunity and challenge of trust and decision-making uncertainty: Managing co-production in value co-creation. International Journal of Bank Marketing, 38(1), 199–218. https://doi.org/10.1108/IJBM-02-2019-0061.
Wu, T., Liu, X., & Qin, J. (2019). An interval type-2 fuzzy trust evaluation model in social commerce. Computational Intelligence, 35(4), 1114–1132.