Housewives’ Entrepreneurial Strategy from Islamic Economic Perspectives in Rural Areas of Donggala Regency in Indonesia

Abstract

This study aimed to determine the entrepreneurial strategy of village housewives in the Donggala district from the perspective of Islamic economics. The research was conducted using qualitative methods, and data collection was carried out through observation and in-depth interviews with several housewives who are entrepreneurial. Data analysis techniques used are data reduction, data presentation, and data verification. The results showed that the entrepreneurial strategy carried out by housewives in Donggala Regency was by changing the menu and adding products according to the wishes and needs of buyers. The product's price prioritizes the social aspect, namely by not taking much profit. Places, where products are sold, are marketed directly to buyers, such as selling in front of the house or to markets close to the local community. However, some products are also sold indirectly, namely by entrusting their products to kiosks. Meanwhile, promotion is done by selling directly and through social media (Facebook). Judging from the Islamic economy, the entrepreneurial strategy carried out by housewives is more focused on trading with Islamic ethics that is halal and beneficial and does not make much profit. Entrepreneurial mothers also always keep their business premises clean and promote products that can be accounted for. The entrepreneurial strategy of housewives is also carried out by paying attention to the nature of shiddiq or being honest in trading by not increasing or decreasing the size of the product. Then the women traders also behave in a trustworthy manner in serving buyers and fathanah with mutual respect between family members, employees, and buyers. Submission of information about the product is also carried out with tabligh or product promotion carried out honestly and correctly.