Zakat marketing strategy : exploring the opportunity and challenges in Lembaga Zakat Selangor (LZS)

Abstract

This research aims to investigate the marketing strategies employed by LZS (Lembaga Zakat Selangor) with a focus on uncovering opportunities and challenges to gain a comprehensive understanding. The researched marketing strategies are integrated into the marketing mix framework (7Ps) to ensure alignment with fundamental marketing principles. Using a qualitative approach, data collection involved primary sources through interviews and secondary sources from the internet or official website of LZS. Key informants in this study include Amil LZS who are responsible for the executing strategy of marketing and Muzakki who contribute to zakat with certain criteria. The findings of this study highlight the importance of the physical location of zakat institutions as a key factor in attracting individuals due to its convenience and accessibility.