STRATEGI MEMBANGUN BRAND IMAGE DI KOPERASI SIMPAN PINJAM DAN PEMBIAYAAN SYARIAH HIDUP BERKAH BERMAKNA KOTA PADANG PANJANG

Abstract

This study aims to determine and formulate an effective strategy in building a brand image at the Syariah Savings and Loans Cooperative Hidup BerkhaBermakana in Padang Panjang City. In the midst of increasing competition between Islamic financial institutions, brand image and brand image are important elements in attracting and retaining members. Forming a brand image for a company is crucial for a positive perception of the brand. This study uses a qualitative method, collecting data through interviews, observations, and documentation conducted directly to the Manager and members of KPSPPS. The analysis was carried out using SWOT, IFE and EFE matrix analysis, as well as SWOT matrix and score weight table. The results of this study found that the strategy implemented by the Syariah Savings and Loans Cooperative Hidup Berkah Bermakana in Padang Panjang City in building a brand image using the S-O (Strength Opportunity) strategy, namely developing a digital platform to access product and service information anytime and anywhere. Expanding and holding socialization or promotional activities to add new potential members in accordance with the good reputation of the cooperative. Offering and improving products and service quality with attractive features. Implementing training/education programs such as sharia financial literacy or understanding of cooperative products and services.