The 7P Digital ZIS Marketing Mix Strategy of LAZNAS Sahabat Yatim for Economic Empowerment

Abstrak

The actual potential of zakat, infaq and sedekah can help tackle poverty in Indonesia. According to the BAZNAS report, the total amount of zakat collected nationally in Indonesia during 2025 reached Rp.44.698 trillion. However, the rise of digitalisation necessitates improvements in the strategies for collecting zakat, infaq, and sedekah, so that the collection of ZIS funds can be sustained to strengthen the economic well-being of the Muslim community. The objective of this study is to examine the effectiveness of fund collection through the utilisation of digital channels, so that the ZIS funds obtained by Laznas Sahabat Yatim can have an impact and be utilised to achieve the economic welfare of the Muslim community through the 7P digital marketing mix strategy. This study employs a qualitative research method using a secondary data analysis approach; the data obtained was analysed using qualitative descriptive analysis techniques, namely by identifying, grouping, and interpreting various relevant theories and research findings. The research findings indicate that the 7P digital marketing mix strategy (product, price, place, promotion, people, process, physical evidence) has been implemented at Laznas

Sahabat Yatim. The practice of this strategy is not only effective in general marketing terms but is also halal, blessed and sustainable as it remains mindful of Islamic values. The effectiveness of the 7P digital strategy has helped Laznas increase ZIS fundraising, enabling it to compete amidst the multitude of zakat institutions