From Words to Wealth: Integrating Digital and Word-of-Mouth Marketing to Optimize Rahn Contracts in KS NURI JATIM

Abstract

This study explores the integration of digital marketing and word-of-mouth (WOM) strategies to optimize rahn (Islamic pawn) contracts at KS NURI JATIM, a sharia-based financial cooperative in East Java. Using a descriptive qualitative approach, the research investigates how digital platforms and personal recommendations can synergize to enhance customer engagement and increase the uptake of rahn products. Data were collected through interviews, observations, and document analysis involving key stakeholders, including management, employees, and customers. The findings reveal that the strategic combination of digital marketing tools—such as social media, websites, and messaging apps—with traditional word-of-mouth communication significantly improves outreach and trust among target communities. This integration not only strengthens the institution's marketing effectiveness but also aligns with the values and preferences of its sharia-compliant clientele. The study offers practical insights for Islamic financial institutions seeking to modernize their marketing efforts while preserving community-based trust mechanisms.