Improving Marketing Products of Micro Waqf Bank Customers: Social Evolution Model

Abstract

The problems for micro, small and medium enterprises is marketing, especially during the Covid-19 pandemic happening with social distancing and limiting direct consumer market access. Marketing is crucial because it involves income and the business cycle, especially in rural areas. Micro waqf banks based on Islamic boarding schools encourages the marketing of the products of the surrounding community. This research analyses the product marketing of micro waqf bank customers in Banten province of Indonesia. This research uses a qualitative study with a grounded theory approach, which informants consist of administrators, managers, supervisors and customers of micro waqf banks. The results show that six models of social evolution, namely empathy, exploration, elaboration, exposure, execution and expansion, can be used as alternative approaches to increase marketing of micro waqf bank products, including franchise involvement with joint marketing, e-commerce involvement with digital business services, involvement government in training and marketing strategies as well as the involvement of micro waqf banks in the creation of joint marketing content. The implication of the design thinking approach to the social evolution model will increasing marketing products for micro waqf bank customers.