MARKETING STRATEGY MODEL BASED ON THE BENEFIT OF SHARIA PROPERTY DEVELOPERS IN INDONESIA

Abstract

The objectives of this study are: 1) To analyze the marketing strategy of Islamic property developers at PT. Butta Mamminasata Shariah and 2) To analyze the benefit in the marketing strategy of sharia property developers at PT. Butta Mamminasata Shariah. The results of the analysis show that 1) Marketing Strategy of Islamic property developer at PT. Butta Mamminasata Sharia is carried out through segmentation and targeting, positioning, and marketing mix4P (Product, Price, Place, Promotion). This process is used by the company to achieve marketing objectives by predetermined target markets. 2) Benefit in the Marketing Strategy of Islamic property developers at PT. Butta Mamminasata Sharia is an initiative to help the Muslim community have sharia-based housing. Also, emphasizing the principles of sharia will avoid conventional practices in the form of usury and gharar which in Islam are prohibited. From the results of the analysis carried out, there is conformity with the characteristics of sharia marketing in the form of the divine (Rabbaniyyah), ethical (Akhlaqiyyah), realistic (al-waqi'iyyah), and Humanistic (Insyaniyyah). When a business is run by emphasizing Islamic principles, it will have a beneficial impact on both the company owner and the buyer.