Optimizing Mobile Digital Services at BMT Sunan Drajat: A SWOT Analysis of Fee-Based Income Potential During the Pandemic

Abstract

The mobile digital service technology has been implemented at BMT Sunan Drajat. This mobile digital service provides convenience for customers or members, particularly during the pandemic period. From the operator’s perspective, it serves as a potential source of fee-based income generated from transactions conducted through the Mobile BMT platform. However, during the 2020 fiscal year, BMT Sunan Drajat’s mobile service did not experience a significant increase in fee-based revenue.

This study aims to formulate optimization strategies for the Mobile BMT Sunan Drajat by assessing its potential for fee-based income generation during the pandemic through a SWOT analysis approach. The research employs a field research design with a qualitative descriptive approach, collecting primary data directly through interviews.

The findings indicate that the position of Mobile BMT Sunan Drajat falls within Quadrant I, which represents the “growth and build” phase. The recommended strategy for optimizing the Mobile BMT Sunan Drajat is to maintain a strong brand image within the community by preserving the trust of its members and customers, reflected in a TAS (Total Attractiveness Score) value of 3.828.