STRATEGI PENINGKATAN KINERJA ORGANISASI MENGGUNAKAN EXPERIENTIAL MARKETING PADA UNIT PENGELOLA KEGIATAN SYARIAH TUJUAH SARUMPUN AMPEK ANGKEK, KABUPATEN AGAM

Uci Rahmadani; Jon Kenedi

doi:10.36989/didaktik.v11i01.5665

Uci Rahmadani Fakultas Ekonomi dan Bisnis Islam, UIN Sjech M. Djamil Djambek Bukittinggi
Jon Kenedi Fakultas Ekonomi dan Bisnis Islam, UIN Sjech M. Djamil Djambek Bukittinggi

DOI: https://doi.org/10.36989/didaktik.v11i01.5665

Keywords: Improvement Strategy, Organizational Performance, Experiential Marketing, SWOT Analysis

Abstract

This research aims to analyze and improve the organizational performance of UPK Syariah Tujuah Sarumpun, an Islamicmicrofinance institution that focuses on empowering the lower middleclass, through an Experiential Marketing approach. Through the application of SWOT analysis, this study elucidated strengths, including aesthetically appealing and knowledgeable personnel, as well as exemplary service standards, alongside weaknesses such as insufficient capital and the absence of educational criteria for employees. Furthermore, the research identified significant opportunities stemming from elevated customer interest in Women's Savings and Loan (SPP) products, in conjunction with the scarcity of analogous financial institutions within the vicinity. Recommendations pertaining to the SO (Strengths-Opportunities) strategy underscore the necessity of augmenting employee expertise, executing an emotional strategy to cultivate favorable perceptions among members and administrators, which will subsequently foster robust trust, and facilitating further training for the administrators of UPK Syariah Tujuah Sarumpun. It is anticipated that the realization of this strategy will enhance organizational performance, broaden service outreach, and elevate community welfare in the Ampek Angkek District.

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