Analyzing the responsiveness of non-Bank financial institutions in digital marketing: a case study of Islamic cooperatives in West Nusa Tenggara, Indonesia

Purpose — This study aims to determine the level of responsiveness of Islamic cooperatives, namely BMT, in implementing digital media as a marketing tool in West Nusa Tenggara. Research method — The authors used a snowball sampling methodology to collect data using a descriptive qualitative method mixed with literature review.Result — This study found that BMT must take various steps in increasing market share, including website marketing, search engine marketing, social media marketing, online advertising, email marketing, and video marketing. However, in West Nusa Tenggara, BMT has not taken a step forward in digital marketing. Only a few organizations have begun to see the value of digital marketing.Significance/contribution/recommendation — Research related to the evaluation of BMT marketing using digital media is very limited. This study provides fascinating insights on BMT's digital marketing efforts, particularly in West Nusa Tenggara.