This item is published by Universitas Islam Negeri Sunan Ampel Surabaya
Ummah, Rahila Amanatul (2023) Strategi pemasaran produk Sijaka dalam upaya menarik nasabah tenaga kerja wanita di Koperasi Agro Niaga Indonesia Syariah. Masters thesis, UIN Sunan Ampel Surabaya.
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Abstract
Thesis entitled "Sijaka Product Marketing Strategy in an Effort to Attract Customers of Female Workers in the Indonesian Sharia Agro Niaga Cooperative" This is research based on the implementation of sharia marketing strategies by Kanindo Syariah in an effort to attract TKW customers' interest in using the product. The behavior of TKW when they have funds is usually that they choose to buy a house or land, but these TKW have different behavior. So this research aims to answer the problem formulation of how the marketing strategy is implemented by Kanindo Syariah Wajak branch to attract TKW customers and what marketing strategy is implemented by Kanindo Syariah Wajak branch in an effort to change the socio-economic behavior of TKW customers. This study used descriptive qualitative method. Data collection techniques using observation, interviews and documentation. Sharia marketing strategy theory, changes in social behavior and consumer interest. Data analysis techniques include data transcription, coding, categorization, analysis, verification and confirmation of conclusions. The results of this research show that the implementation of the Sharia Marketing Strategy in an effort to attract TKW customers applies the 4Ps (Product,Process, Perform and People) which is able to change social behavior, namely the increasingly better way of communication between TKW and Kanindo Syariah employees and TKW customers starting to appear according to Islamic law. Apart from that, changes in economic behavior that occur include moving away from usury/haram transactions and distributing zakat funds every month. Apart from that, the impact of sharia marketing strategies in changing the socio-economic behavior of TKW consists of two things, namely positive and negative impacts. The positive impact consists of trust, confidence, competitive advantage and having financial goals. Meanwhile, the negative impact is that online marketing is still limited so sales will decline. The suggestion in this research is to map marketing for the next few years so that the reach of customers is not only in the Malang area.
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| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | Ekonomi Ekonomi Islam |
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| Keywords: | Marketing strategy; changes in social behavior; economics; sharia cooperatives | ||||||||||||
| Divisions: | Program Magister > Ekonomi Syariah | ||||||||||||
| Depositing User: | Rahila Amanatul Ummah | ||||||||||||
| Date Deposited: | 31 Jul 2024 02:03 | ||||||||||||
| Last Modified: | 31 Jul 2024 02:03 | ||||||||||||
| URI: | http://digilib.uinsa.ac.id/id/eprint/72315 |
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