Implementation of Islamic marketing strategy in property business development

Abstract

The property and housing business is a promising business opportunity. Deputy Chairperson of the REI (Real Estate Indonesia) DPP for foreign relations, Rusmin Lawin, is optimistic that in 2021 the property industry will return to normal and even tend to increase. An increase of about 7.45 percent compared to 2019. The objectives of this study are 1) to reveal the application of Islamic marketing to the marketing system carried out by Cordova Residence and Samawa Land housing; 2) to explore the implementation of Islamic marketing concepts consisting of honesty, leadership, tabligh, conveying, and smart in sales activities in Cordova Residence and Samawa Land housing at the stage of the contract agreement, the promised development process, to the warranty provided; and 3) to investigate the benefits perceived by consumers from the implementation of Islamic marketing strategies implemented by Cordova Residence and Samawa Land housing. The type or type of qualitative research used in this study is thematic analysis. The data collection technique used in this study is by using the method of observation, in-depth interviews and documentation. Qualitative research has criteria for data validity which is carried out by testing four criteria, namely the degree of trust or credibility, transferability, and confirmability. The technique used to analyze the data in this study is a descriptive technique or, more explicitly using, an interactive model. The strategies for implementing Islamic marketing in the marketing systems of Cordova Residence Housing and Samawa Land have similarities. Both are from an Islamic perspective, which adopts an Islamic home model, uses an Islamic payment system, and does not use the usury system (KPR).