Pemasaran Syariah di Lembaga Keuangan Mikro Islam: Konsep Dan Implementasi Di Puskopsyah DIY

Hendri Hermawan Adinugraha

Abstract


The growth of Shariah financial industry uses “Islamic brands” from the Shariah banks, Shariah mini market, Shariah franchise lead the emergence of industrial/conventional institutions are also diversifying their business based on Shariah. Ideally, this should be balanced by the application of management based on sharia such as Shariah marketing management, however the reality, there are some Shariah financial institutions who do not implement it. Based on the reality, this research aims to identify the concept and implementation of Shariah marketing in Puskopsyah DIY comprehensively. This research uses field research in the form of descriptive analysis, with the intention to facilitate in the process of analysis and present the data also the fact regarding the concept and implementation Shariah marketing in Puskopsyah DIY. This research is completed by library research in order to provide the relevant description of Shariah marketing. The analytical method uses are triangulation method (observation, interview, and documentation), whereas the data analysis is taxonomy technique. The result shows that the implementation of the Shariah marketing concept in Puskopsyah Shariah DIY has been running quite well, although not all aspects are running perfectly. For the example, it found that not all of the product marketing process carried out by the prevailing fatwa supervised and issued by the Sharia Supervisory Board.


Keywords


Theistic; Ethical; Realistic; Humanistic

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