Optimalisasi Strategi Marketing 4.0 pada Produk Murobahah di BPRS Sarana Prima Mandiri Pamekasan

Abstract This study aims to explore how the implementation of Marketing 4.0 strategies can be optimized to address the declining interest in murabahah financing products at BPRS Sarana Prima Mandiri Pamekasan. Over the past five years, a significant decrease in customer interest— dropping to only 5% in 2024—has presented a critical challenge to the bank's sustainability and competitiveness. This research uses a descriptive qualitative approach through field research conducted at PT BPRS Sarana Prima Mandiri. Data were collected using non-participant observation, in-depth interviews, and documentation, then analyzed through data reduction, display, and verification. The findings show that the application of the 4C components of Marketing 4.0 (Co-creation, Currency, Communal Activation, and Conversation) has contributed positively to re-engaging customers and restoring interest in murabahah financing. The study implies that the integration of digital and human-centered marketing strategies is essential for Islamic microfinance institutions to remain competitive and inclusive in the digital economy. Keywords: Marketing 4.0, BPRS, Murobahah, Financing. Abstrak Penelitian ini bertujuan untuk mengkaji optimalisasi penerapan strategi Marketing 4.0 dalam mengatasi penurunan minat nasabah terhadap produk pembiayaan murabahah di BPRS Sarana Prima Mandiri Pamekasan. Selama lima tahun terakhir, terjadi penurunan signifikan dalam minat nasabah—hingga hanya 5% pada tahun 2024—yang menjadi tantangan serius bagi keberlanjutan dan daya saing bank. Penelitian ini merupakan riset lapangan dengan pendekatan deskriptif kualitatif yang dilaksanakan di PT BPRS Sarana Prima Mandiri. Teknik pengumpulan data meliputi observasi non-partisipatif, wawancara mendalam, dan dokumentasi, yang kemudian dianalisis melalui reduksi data, penyajian data, dan verifikasi. Hasil penelitian menunjukkan bahwa penerapan strategi Marketing 4.0 dengan pendekatan 4C (Co-creation, Currency, Communal Activation, dan Conversation) berhasil meningkatkan kembali minat nasabah terhadap produk pembiayaan murabahah. Implikasi dari penelitian ini menekankan pentingnya integrasi strategi pemasaran berbasis digital dan pendekatan manusiawi dalam mempertahankan daya saing lembaga keuangan mikro syariah di era ekonomi digital. Kata kunci: Marketing 4.0, BPRS, Murobahah, Pembiayaan