Sharia Cooperative Promotion Strategies and their Role in Increasing Membership Growth

Anton Priyo Nugroho; Nirsetyo  Wahdi; Jaka  Sudewa; Ratnawati; Sattar

doi:10.37899/journal-la-sociale.v7i2.3018

Anton Priyo Nugroho Fakultas Ilmu Agama Islam, UII Yogyakarta, Indonesia
Nirsetyo Wahdi Program Studi Akuntansi, Fakultas Ekonomi Universitas Semarang, Indonesia
Jaka Sudewa Universitas Koperasi Indonesia
Ratnawati Prodi Manajemen, Universitas Gajah Putih, Indonesia
Sattar Sekolah Tinggi Ilmu Manajemen Indonesia Samarinda, Indonesia

DOI: https://doi.org/10.37899/journal-la-sociale.v7i2.3018

Keywords: Sharia Cooperative, Promotion Strategy, Membership Growth, Qualitative Analysis

Abstract

Sharia cooperatives play a strategic role in promoting inclusive economic development by providing financial services aligned with Islamic principles. In recent years, increasing competition among financial institutions has compelled Sharia cooperatives to adopt more adaptive and persuasive promotional strategies to attract new members. This study aims to qualitatively explore the promotional dynamics of Sharia cooperatives and examine how various promotional instruments contribute to membership growth. Unlike conventional studies that rely primarily on qualitative surveys, this research employs an qualitative analytical approach to capture complex patterns, interactions, and non-linear relationships among promotional variables based on empirical field data. The study focuses on key promotional, including social media promotion, community-based marketing, trust-building communication, and perceived Sharia compliance. Data were collected through in-depth interviews, focus group discussions, and institutional documentation from selected Sharia cooperatives. The findings are expected to provide contextual insights into the integration of Islamic values with data-driven promotional strategies. This research contributes to the development of innovative promotion models for Sharia cooperatives by highlighting the potential of artificial intelligence in strengthening strategic decision-making. Practically, the results are anticipated to offer policy-relevant insights for cooperative managers and regulators seeking to enhance the sustainability and competitiveness of Sharia-based financial institutions.

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