Penerapan Strategi Digital Marketing dalam Meningkatkan Penghimpunan Dana ZIS (Zakat, Infaq, dan Shodaqoh) di Laznas IZI Jawa Timur

Implementation of Digital Marketing Strategy to Increasing ZIS Fund (Zakat, Infaq, and Shodaqoh) in National Amil Zakat Institution of IZI East Java

Tujuan penelitian ini mengetahui penerapan strategi digital marketing dalam meningkatkan penghimpunan dana ZIS di Laznas IZI Jawa Timur serta mengetahui tinjauan ekonomi Islam dalam penerapan digital marketing di IZI Jawa Timur. Metode penelitian ini menggunakan kualitatif deskriptif dengan melakukan observasi, wawancara secara mendalam dan dokumentasi. Hasil penelitian ini bahwa IZI Jawa Timur menerapkan strategi digital marketing menggunakan media sosial whatsapp, instagram, facebook ads, youtube, e-mail, dan platform Zakatpedia dengan mempersiapkan strategi segmentation, targeting, positioning, differentiation, marketing mix, selling, brand, service, dan process dalam pemasarannya, namun pemasaran digital melalui WA selling yang berdampak pada peningkatan penghimpunan ZIS di IZI Jawa Timur. Penerapan digital marketing di IZI Jawa Timur sudah sesuai dengan prinsip pemasaran syariah, dan digital marketing di IZI Jawa Timur berjalan dengan lancar karena didukung oleh kecanggihan TI, namun mengalami hambatan seperti sistem pada platform Zakatpedia sering mengalami maintenance secara tiba-tiba.

The purpose of the research is for having a knowledge about the implementation of digital marketing strategy used to gain more collections of ZIS in Amil Zakat National Institution of IZI East Java, and also to knowing the Islamic economics perspective of those digital marketing strategy they used. This research uses descriptive qualitative methods with having an observation, interview and documentation. The result shows that IZI East Java is using digital marketing strategy through their social media such as Whatsapp, instagram, facebook ads, youtube, e-mail and zakatpedia platform with preparing the strategy of segmentation, targeting, positioning, differentiation, marketing mix, selling, brand, service and process in their marketing. But, the digital marketing by whatsapp selling brings the impact on ZIS collections improvement in IZI East Java. The digital marketing used by IZI East Java is already in the way how syariah marketing should be, and it runs well because of the modern technology, but it has some problem such as maintenance issues on zakatpedia platform.