Unlocking Consumer Interest: Strategic Marketing of Mitraguna Islamic Financing


Authors

(1) * Sayed Abdul Zahoour Afzalehrari   (Universitas Islam Malang, Indonesia)  
        Indonesia
(2)  Djony Harijanto   (Universitas Islam Malang, Indonesia)  
        Indonesia
(*) Corresponding Author

Abstract


Islamic banking continues to grow globally, yet consumer interest in Islamic financing products remains relatively limited compared to conventional banking. This study aims to analyze the effect of strategic marketing on consumer interest in Mitraguna Islamic Financing. A quantitative explanatory approach was applied using a survey of 200 respondents selected through purposive sampling. Data were collected using a structured Likert-scale questionnaire and analyzed using multiple linear regression with a 5% significance level. The results show that Product (β = 0.268; p = 0.000), Price (β = 0.221; p = 0.001), Promotion (β = 0.312; p = 0.000), and Place (β = 0.194; p = 0.003) significantly influence consumer interest, with an R² value of 0.615. Promotion is the most dominant factor. The study contributes to strengthening the marketing mix and the S-O-R theory in Islamic finance. It recommends enhancing digital promotion strategies, improving product features, and maintaining competitive pricing to increase consumer interest.



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