"THE EVALUATION OF SHARIA MARKETING
IMPLEMENTATION AT MUAMALAT BANK BRANCH
SURABAYA "
UNDERGRADUATE THESIS By :
AHMAD HABIB MUSTOFA NIM : C04212002
SUNAN AMPEL ISLAMIC STATE UNIVERSITY
FACULTY OF ISLAMIC ECONOMICS AND BUSINESS
DEPARTMENT OF SHARIA ECONOMICS
SURABAYA
THE EVALUATION OF SHARIA MARKETING
IMPLEMENTATION AT MUAMALAT BANK BRANCH
SURABAYA
UNDERGRADUATE THESIS
Submitted to
Sunan Ampel Islamic State University
To Meet One of The Requirements
To CompleteTheBachelor Degree
In Sharia Economics
By :
AHMAD HABIB MUSTOFA
NIM : C04212002
Sunan Ampel Islamic State University
Faculty of Islamic Economics and Business
Department of Sharia Economics
Surabaya
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS
Sebagaicivitasakademika UIN SunanAmpel Surabaya, yang bertandatangan di bawahini, saya:
Nama : Ahmad HabibMustofa
NIM : C04212001
Fakultas/Jurusan : EkonomidanBisnis Islam/EkonomiSyariah
E-mail address : [email protected]
Demi pengembanganilmupengetahuan,
menyetujuiuntukmemberikankepadaPerpustakaan UIN SunanAmpel Surabaya, HakBebasRoyalti Non-Eksklusifataskaryailmiah :
√Skripsi Tesis Disertasi Lain-lain(………)
yangberjudul :
THE EVALUATION OF SHARIA MARKETING IMPLEMENTATION AT MUAMALAT BANK BRANCH SURABAYA
besertaperangkat yang diperlukan (bilaada). DenganHakBebasRoyalti Non-EkslusifiniPerpustakaan UIN SunanAmpel Surabaya berhakmenyimpan, mengalih-media/format-kan, mengelolanyadalambentukpangkalan data (database), mendistribusikannya, danmenampilkan/mempublikasikannya di Internet atau media lain
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Demikianpernyataanini yang sayabuatdengansebenarnya.
Surabaya, 26 Agustus 2016
Penulis
KEMENTERIAN AGAMA
UNIVERSITAS ISLAM NEGERI SUNAN AMPEL SURABAYA
PERPUSTAKAAN
APPROVAL OF MENTOR
Undergraduate thesis written by Ahmad Habib Mustafa NIM. C04212002 has been inspected and approved to be tested.
Surabaya, 20 July 2016 Mentor,
ABSTRACT
Undergraduate thesis entitled "The Evaluation Of Sharia Marketing Implementation At Muamalat Bank Branch Surabaya" This is the result of quantitative research aimed to answering the question whether there is a gap or not between the ideal concept of sharia marketing with the practice at Muamalat bank branch Surabaya and to analyze which dimensions are the causes of gap between practice with theory.
The research methodology is quantitative, to analyze the differences between two object using paired t-test. The method used is a survey method, which in this study, researcher selected a number of respondents in this case are the marketing staffs as a sample and give them a questionnaire. Also supporting data collection through interviews with informants in this study are employees of PT Muamalat Bank Indonesia Tbk. branch Surabaya.
The results obtained the significant differences between the ideal concept of sharia marketing with marketing practices in Muamalat Bank Branch Surabaya. This difference is come from paired t-test result which the practice scores are taken from marketing staff of Muamalat Bank through the quistionnaire. And in this case, humanistic dimension (Insãniyyah) is a lowest dimension in score compared to the ideal concept of sharia marketing. This dimension includes human nature are maintained and preserved, not discriminating customers with their social status, race or ethnicity. Then in the next sequence is a realistic dimension (waqiyyah) was on the second level of gap make a difference between theory and practice. These dimensions include the attitude of a syariah marketer such as flexible, professional, proficient and expert in the field of marketing.
Based on the discussion and analysis result in this research, author indicated that the marketing staffs of Muamalat Bank Branch Surabaya still needs to improve the terms of competence to survive, to compete in each market and business conditions. Furthermore, For Muamalat Bank Branch Surabaya, especially its marketing staff to retain their performance in sharia marketing principles and improve their competence in terms of marketing to make their bank as a beyond bank and become economy solution for Ummah.
TABLE OF CONTENTS
Pages
INSIDE COVER...………... i
STATEMENT OF AUTHENTICITY ………... ii
APPROVAL OF MENTOR …...……….. iii
B. Relevant Previous Research ….…... 24
C. Conceptual Framework .…………....…... 34
E. Operational Definition…….……….... 38
F. Validity dan Reliability Test …….………. 39
2
1. Types of Data …..……….…... 41
2. Data Sources …….…...…….………... 41
H. Data Collection Technique …………... 42
I. Data Analysis Technique …….…..……... 45
CHAPTER IV FINDINGS ………...……….. 47
A. General Description of Research Object ... 47
1. Place of Research …….…..…….……... 47
2. Characteristics of Respondents …... 64
B. Data Analysis.….…….…….…..…….….... 66
CHAPTER V DISCUSSION …….…..…….…..…….…... 76
CHAPTER VI CLOSING ………... 82
A. Conclusion ……….….. …..………...…….. 82
B. Suggestion ………..…. 83
BIBLIOGRAPHY ………...………..…………... 84
3
LIST OF TABLES
Tables Pages
1.0 Characteristic of respondents by gender ... .. 64
1.1 Characteristic of respondents by age... 65
1.2 Characteristic of respondents by education level... 65
1.3 Characteristics of respondents by position... 66
2.0 Validity test sharia marketing gap variable... 68
2.1 Reliability test sharia marketing practice score variable ... 70
2.2 Normality test marketing practice score variable (y)... 71
2.3 Paired t-test analysis... 73
3.0 Mean each dimension... 82
LIST OF PICTURES Pictures Pages 1.0 The Organizational Structure of Muamalat Bank for Branch Office ... 50
1.1 Funding products chart ... 58
1.2 Financing products chart... 61
1.3 Q-Q Plot chart... 72
CHAPTER I
PREFACE
A. Introduction
May 1992 represents a new chapter in Indonesian banking industry. Since then, sharia banking exist in Indonesia, precisely with the operation of PT Bank Muamalat Indonesia (BMI), on the initiative from Indonesian Ulama Council (MUI), which is supported by a group of businessmen and Muslim scholar1. The legal basis for the operation of banks that use Islamic system, when it is only categorized as "sharing system banking" without specifying the legal basis of sharia and the types of businesses which allowed.2
Kasmir said, according to pricing method, banks are divided into two kinds : conventional banks and sharia banks. The main difference between those two is the pricing method, either the selling price or the purchase price. Pricing is always based on the interest for conventional banks, whereas Islam, wearing a draft scheme for sharing profit, either profit or loss3, until the marketing aspect in Islamic financial institutions
1Amir Machmud dan Rukmana, Bank Syariah : Teori, Kebijakan, dan Studi Empiris di Indonesia
(Jakarta : Erlangga, 2010), 97.
2Ali Mutasowifin, ‚Menggagas Strategi Pengembangan Perbankan Sharia di Pasar Non
Muslim,Jurnal Universitas Paramadina, Vol. 3, No. 1 (Jakarta : Paramadina University, September 2003), 27.
2
and Islamic business transactions using the principles and teachings which have been taught by Islam.
Marketing is one of the things that can not be separated in business activity. Marketing is not just as a function within the company, but how the market could run in a creative and innovative. Marketing is not just a study to sell or as understood in some circles just mere marketing mix. However, understanding of marketing itself has a broader scope.4
Event marketing has always been there in every business, whether profit-oriented or social enterprises. The importance of marketing is a must in order to meet the needs and desires of the community for product or service. Marketing increases importantlyas the increasing knowledge of the community. The marketing process becomes an important part in offering products to prospective buyers. Marketing can also be done in order to face competitors from time to time5. in the other terms, marketing is a process that begins long before the activities of goods / materials in the production process.6
As a business strategy, marketing is the act of adjusting a
market-oriented organization in the face of the reality of business, both within
3
the micro and macro environment which constantly changing.7Based on the development of theory and concepts, Hermawan Kartajaya divide his thoughts into three milestones, which indicates three waves of evolution growing marketing in general. The first milestone of the marketing concept that was developed more emphasis on Marketing Rational approach. In the second milestone, he saw that this approach is not enough anymore so we need an approach called Emotional Marketing. In the third milestone, he argues that the approach to business has shifted from a rational, to emotional, then to spiritual.8
In the present and in the future, especially after the outbreak of the financial scandal that erupted in the United States in the 2000s were marked by the collapse of the giant companies such as Enron, Worldcom, or Global Crossing, then the economic crisis that hit Indonesia and Asia particularly, recession and global economic imbalances in general, is a proof that there is something "wrong" in the system adopted today. The fact that 63 banks have been closed, 14 banks have in-take-over, and nine more banks is recapitalized at a cost of hundreds trillions rupiah.9
Marketing era has shifted towards spiritual marketing. In this spiritual level, marketing is already addressed as "call of the soul". The marketing practices returned to the essential functions by a thick
morality. The principles of honesty, empathy, love, and concern for others
7Ali Hasan, Marketing, (Yogyakarta : Media Pressindo, 2008), 1. 8Hermawan Kartajaya, Marketing 3.0, (Jakarta : Erlangga, 2010), 13
4
become dominant. On the intellectual level, language used is "language of logic" and on the emotional level is "language of sense", then on a spiritual level used "language of heart". Because conscience is a lantern that lights will indicate which direction to be addressed. Conscience is the "ultimate weapon" to win the competition.
A number of companies which collapsed above shows that no matter how great a business strategy, whatever sophisticated marketing tools that run, all of it would be useless if it is not based on spiritual values solid. The accounting manipulation case in the history of US business activity that shows how the increasing complexity of the business, the more sophisticated management tools, and more advanced devices did not make the regulation of business practices are becoming increasingly mature and civilized. On the contrary, the more excessive without ethics, without morals and without handles.10
Sooner or later the company must improve its ability to maintain
and develop the company. Company’s benchmark is the subscription and
all the functions work together to serve and satisfy the customers. Finally, many marketing experts say that marketing needs to be prioritized in the company if the customer needs to be satisfied efficiently. In this case, the management of marketing plays an important
role for the company to keep running ahead in business. Successful marketing is certainly a good concept anyway, there is no element of
5
fraud or dishonesty, and such a marketing uses the concept of marketing like religious or putting in religious elements. So that there is a prudence in marketing.
Marketing activity in sharia perspective is all business in the form of creation activities, offers and value changes that allow perpetrators to grow and leverage their emergence fortified with honesty, fairness, openness, sincerity, according to the contract process based on Islamic principles11. Allah Swt reminded to always avoid unjust acts in the business included in the process of creation, supply and process of value changes in marketing.12
Allah said in surah shaad : 2413
ا غۡ يٱا ٓ خۡٱ ايِ ا يثكاَوإ اۦه ينا ٰ ٱإا ۡينا سبا اۡدقٱا ق
اَي ا ۡ ا َ الي ق ات ٰح َٰصٱ اْ اْ اي َٱ ا َ إاضۡيبا ٰ ا ۡ ضۡيب
اا ن اۤ يك ا َۤ ا هَب ا فۡغ ۡس اهَٰ ا َن اۥ ۥ
He (Dawood)said, ‚Certainly, he haswronged you bydemanding
your ewe (inaddition) to his ewes.And indeed, manypartners oppress oneanother, except thosewho believe and dorighteous deeds andthey are
few.‛ AndDawood become centainthat We had tried him,and he
askedforgiveness of his Lordand fell down bowing(in prostration) andturned (to Allah) inrepentance.14
11Abdullah Amrin, Asuransi Sharia, (Jakarta : PT. Elex Media Komputindo, 2006), 207.
12Muhammad Syakir Sula, Asuransi Sharia (Life and General); Konsep dan Sistem Operasional,
(Jakarta : Gema Insani press, 2004), 424.
13Departemen Agama RI, Al-‘Aliyy, Al Qur’an dan Terjemahnya, (Bandung : Penerbit
Diponegoro, 2005), 363.
6
Sharia market is an emotional market while the conventional market is a rational market. It means people are interested in doing business in sharia market for religious reasons which more emotional, not because a benefit financially. On the contrary, in conventional marketing people want to get profit as much as possible, without being too concerned whether the business they do and how to get those results may be distorted or even contrary to Islamic principles.
An expert in Islamic economics, Hafidhudin Didier says otherwise, that people who are on the sharia market are actually very rational in determining the choice. He also said people who are in the category of emotional market is usually more critical, more thorough and meticulous in comparing with conventional bank or insurance that had been used before its choice to sharia market.
In addition, according to Budi Wisakseno15 who is a former Board of Directors of Bank Muamalat Indonesia said that the understanding of dichotomy between the rational customer and emotional customer is wrong. How to think like that, he said, is based on the theory of secular conventional marketing.Everything is based on religious way of thinking will be said as something irrational. When a rational customers get the information that the bank interest rate (conventional) is high, he will
drawhis funds from Islamic banks to the conventional banks
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Conventional marketing theory says this is a rational attitude as he tries to escape from the situation which less favorable. However, this fact can also be said to be emotional way of thinking, because only consider the advantages of the world, but ignore the advantages hereafter. Instead, an emotional customer, according to some people has two time perspectives actually. First, the perspective of the time, when he was still alive in the world. Second, the perspective of time after death, namely the period since the customer dies or life beyond the grave until the time when humans will be calculated good deeds and bad for living in the world (judged).
Their perspective of time after death on Muslim customers can explain why an Islamic bank customer can even receive a benefit whose value is smaller as long as it was lawful. Indeed, business and marketing practices actually shifted and transformed from an intellectual level (rational), to emotional, and ultimately to the spiritual. In the end, consumers will consider the suitability of products and services to our spiritual values he believed.
The sharia marketing concept itself evolved over the development of sharia economy. Some companies and sharia banks have applied this concept and have yielded positive results. In the future predicted sharia
8
Muamalat Bank, as the first Islamic bank in Indonesia which should have strong idealism about sharia principles which applied in the execution of every business activity. Bank Muamalat will sooth the application of Islamic principles muamalat evidenced by the establishment of the institute which aims to educate employees to become professional sharia bankers, including being a reliable sharia marketer.
And to achieve the goal of becoming professional Islamic bank, Muamalat bank trainsits managers and employees in Muamalat Institute. this is done to establish the great sharia bankers and professional sharia marketers.
Despite of that, many staff of Muamalat bank are derived from conventional bank. Guntur Subagja, Chairman Indostrategic Economic Intelligence said that Currently there are 12 Islamic banks which operate with total of 48 directors. From those numbers, the directors who come from conventional banks 37 (77%) and only 11 directors in the last five years doing business in Islamic banking. "Surprising and alarming at the same time," he said.
Two of the largest Islamic banks in Indonesia's iconic national Islamic banking, Bank Syariah Mandiri (BSM) and Bank Muamalat, all
9
Intellectuals), all directors are derived from the conventional foreign-owned banks.16
When the Islamic bank just be seen as a system, so the bank will run without the Islamic values that have been used as the advantages of Islamic banking. Though these values, which is used to position the banking authority of Islamic banks is more than just a bank (beyond banking).
Moreover, a lot of marketing staff of Muamalat bank was derived from conventional banks. So the understanding aboout Islamic banks, including the implementation of sharia marketing is still lacking. Also in Muamalat bank Surabaya, six out of ten marketing staff is derived from conventional banks. These things need to be questioned regarding the understanding and ability of professional syariah marketer in conducting such as Islamic business.17
But even then we can not just blame one party, the Islamic banks. But we also have to investigate whether the values of Islam including sharia marketing has really adopted and applied to the entire layer of banking employees. If not, then it must be followed up,so such incidents will not return in Islamic banks that prejudice the customers, banks and other parties.
16Paulus Yoga, ‚Mayoritas Direksi Bank Syariah dari Konvensional‛,
http://infobanknews.com/mayoritas-direksi-bank-syariah-dari-konvensional, ‚accessed on‛ 10
April 2016.
10
Departing from the problems above, the author would like to investigate more about implementing sharia marketing in Islamic banks that exist today. Due to limitations of time and place, the authors will examine in Muamalat bank entitled " The Evaluation of Sharia Marketing Implementation at Muamalat Bank Branch Surabaya"
B. Formulation Of Problem
By looking at the background above,it can be formulated problems research as follows:
1. Is there a gap between the concept of sharia marketing and the practice at Muamalat Bank branch Surabaya ?
2. On what dimensions are the gap between the concept of sharia marketing and the practice at Muamalat Bank branch Surabaya ? C. Research Purposes
Based on the formulation of problem above, then the purpose of this study is to provide feedback and evaluation for Islamic banks, especially for Muamalat Bank branch Surabaya about its implementation of sharia marketing which are specifically described into two points :
11
2. To determine what are the dimensions led to a gap between the concept and practice of sharia maketing in Muamalat Bank branch Surabaya.
D. Benefits Of Research
The expected results of this study is giving an input for both theoretical and practical. The results of this study were divided into two :
1. Theoritical Aspect
a. To contribute to knowledge and add the repertoire of knowledge. b. Expected to provide additional for science, especially relating to the
marketing field of Islamic banking, especially in the sharia marketing aspects.
2. Practical Aspect
a. Expected to contribute ideas as study materials as well as consideration for the relevant agencies.
b. Expected to be the insight and knowledge to the community, to understand the sharia marketing implementation in Islamic banking. c. For Islamic Banks, with this study are expected to Islamic banks
could continue to evaluate the implementation of sharia marketing activities. So that, sharia principles can actually run on their business activities, especially in their products and services. Moreover, Islamic
12
d. for author himself, as a studying of knowledge, especially aboutsharia marketing implementation in Islamic banking.
CHAPTER II
LITERATURE REVIEW
A. Theoretical Basis
The word "sharia" has existed in Arabic before the revelation of the
Quran. Words that convey the same meaning to it also mentioned in the Taurat
and Injil. Which is always hinting at the meaning of "the will of God is revealed
as a manifestation of His power over all human actions."1
In Al-Quran the word Shari'ah mentioned only once in Surah Al-Jatsiyah,
او ۡي ا اي َٱ ا ٓ ۡ ا ۡ َ ٱا ا ۡي َٱ ا ۡ ۡٱ ايِ ا ي ا ٰ ا ٰ ۡ ي اَ
(Surah al-Jatsiyah: 18)2
Then it appears in the form of a verb and downs three times.
ا ي ٰ ۡبإآۦهبا ۡيَص ا ا ۡيٱإآ ۡيح ۡ ا ٓي َٱ ا ح ناۦهبا ٰ َص ا اي ِدٱ ايِ ا ٱاع
ا اييك ۡش ۡٱ ا ا كاۚهي اْ قَ ف ٱا اي ِدٱ اْ يق ا ۡو ا ٰٓ سي ا ٰ س
ايي اي اهۡيٱإا ٓيد ۡ ا ٓ ش اي اهۡيٱإآ ۡ ا َٱ اۚهۡيٱإا ۡ ۡدٱ
( Surah As-Shura: 13) 3
The word shari>‘ahcomes from the word syara'a al-syai'a which means
'explain' or 'explain something'. Or is derived from the word syir'ahwhich meansa
1Encyclopedia Brittanica, X, (Micropedia)). Noted from Hermawan Kartajaya, Sharia Marketing,
,Ushul Al-Sharia,(Kairo, Egypt, 1978), 49.
2Departemen Agama RI, Al-‘Aliyy, Al Qur’an dan Terjemahnya, 383.
2
place that is used to draw water directly so that the person who took it did not
need the help of other tools.4
Shaykh Al-Qaradawi said the scope of understanding of sharia in the view
of Islam is very broad and comprehensive (al-syumul). It contains the meaning
govern all aspects of life, ranging from aspects of worship (the human
relationship with God), family aspect (such as marriage, divorce, living, wills,
inheritance), aspects of the business (trade, industry, banking, insurance, debts,
marketing , grants), economic aspects (capital, zakat, baitul maal, fa'i,
ghanimah), legal and judicial aspects, aspects of law to relations between states.5
Marketing itself is a form of mu’amalahjustified in Islam, throughout the
transaction process maintained in all of the things forbidden by sharia provisions.
Philip Kotler defines marketing as "A social and managerial process
which individuals and groups obtain what they need and want through creating
deals, and exchange of products or value to the other party.
This definition is based on the core concepts, such as: the need, the desire
and demand for the products (goods, services, and ideas), value, cost and
satisfaction, exchange and transactions, relationships and networks, markets and
marketers and prospects. This means, in sharia marketing, the whole process,
both the creation process, bidding process, and the process of changing the value,
should not be things that are contrary to the contract and the principles of Islam.
4Muhammad Fu’ad Abdul Baqi, Mu’jam Li Alfazh Al-Qur’an Al-Karim, (Kairo: Darut
Hadits, 1364 H ), chapter 2, 13.
3
Sofar, as it can be guaranteed, and deviations of Islamic principles do not occur
in any transaction in marketing may be allowed.
In the rules of fiqh mentioned, al muslimu>na ‘ala syuru>tihim ill
a>
syart}anh}arrama h}al
a>
lan aw ah}alla h}ara>
man (Muslims tied to business deals theymake,unless an agreement which forbids h}alal.
There are four characteristics of sharia marketing can be a guide for
marketers as follows:6
1. Theist (rabba>niyyah): the soul of sharia marketer believes that the laws
of sharia, is the fairest, most perfect, most aligned with any form of
kindness, most can prevent any kind of damage, the most able to realize
the truth, destroy falsehood and disseminate benefit.
2. Ethic (akhlāqiyyah) : Another feature of sharia marketer in addition to
the theist (rabba>niyyah) also because it is promoting moral virtue in all
aspects of its activities, because the moral values and ethics is a universal
value, which is taught by religion.
3. Realistic (al-waqiyyah) : sharia marketer is a flexible marketing concept,
as well as the breadth and flexibility sharia which underlying it. Sharia
marketers are the professional marketers with the clean appearance, neat
and understated, any model or style of dress they wear, work by
promoting religious values, piety, moral aspects and honesty in all their
marketing activity.
4
4. Humanistic (Insāniyyah) : another sharia marketer privilege is their
universal humanistic, sharia was created for people to rank up, maintained
and preserved human nature. Sharia is created for human beings
according to their capacities, regardless of race, gender, color, nationality
and status. This makes sharia becomes universal.
There are five principles of sharia marketing perspective described by
Hermawan Kartajaya:
1. Sustainable Marketing Enterprise (SME)
A marketing model which company is able to survive and succeed not
only at present but also in the future. That the company went through a
phase as a phase of human life, which must defend themselves in times of
crisis and changes in circumstances. If companies want to stay alive,
company leaders must take action before the crisis at hand, so the company
begin back in its life cycle. A good company is a company that can maintain
a continuous situation in order to survive in a changing market.
2. Islamic Business Marketing Landscape a. Change
Change is something that will definitely happen. Power of change
consists of five elements, they are : technological changes, changes in
economic, political changes, social- cultural and market changes. The most
important change is the change in technology, because technology will give
a wider effect on all aspects which will also undergo a change.
5
influence. Aside from being operational support and standard services,
technology also demonstrates its seriousness in implementing the principles
of sharia marketing. Easy for consumers to get information and
communicate.
b. Competitor
Globalization and technological change creates a tight competition.
Markets are becoming increasingly complex, open and modern. In the face of
competition and openness of self-motivation required to attempt to create a
win-win situation between the company and its competitors. As the sharia
company's commitment, honesty, fairness, maslahah are always be the
standard in fair competition although market players often less moral
behavior.
c. Customer
Effect of the innovations of technology underlying socio-cultural
changes. The birth of revolution in the field of information of technology
and telecommunication changes the outlook and behavior of society, for
example, the presence of internet has brought changes in all sectors of
human life. Each product and service is actually intended for the benefit of
people who buy a product or service should be given the fullest attention.
For sharia companies globalization brings many benefits and opportunities
to be better. Effect of information and technology is like a double-edged
6
3. Sharia Marketing Strategy a. Segmentation
Segmentation is the art to identify and exploit the opportunities that
arise in the market. In view of the market, companies must be creative and
innovative in addressing the development, because segmentation is an initial
step determines the overall activities of the company.
b. Targeting
Targeting is company's strategy to allocate resources effectively,
since resources are limited. By aiming a spescific target our efforts will be
more focused. By that the company should target a market which will be
entered in accordance of competitiveness, (competitive advantage).
According to Warren in his book Global Marketing Management, the
criteria of target market is the market size with potential competition, and
compatibility with feasibility. Of course, to keep the company should have
comparative and competitive advantages and possessed the appropriate
resources. There are two things that are needed in market segmentation.
First, the chosen market is large enough and profitable (market size). Both
targeting strategies should be based on a company's competitive advantage.
secondly, competitive situation. By |that the company should be able to get
7
c. Positioning
Is a strategy to win a position in the minds of consumers, so this
strategy is related to how to build trust, confidence, and competence for
customers. This positioning establishes how the product or company
identity embedded in the minds of consumers who have conformity with
the competences of the company to gain trust, credibility and recognition
from consumers. Positioning should be sustainable to the changes that
occur in the market. Sharia company must build a strong and positive
positioning, the image of sharia must be maintained by offering values
corresponded with sharia principles.
d. Differentiation
Differentiation is the act of designing a set of significant differences
in the company's offer. This differentiation can be content (what to offer)
and context (how to offer) and infrastructure (capability to offer). Content
is a dimension of differentiation that refers to the value which offered to
customers.Context is a dimension refers to the way our product offers.
While referring to the technological infrastructure, human resources
(people) and facility (facility) also used to create the differentiation of
content and context.
e. Marketing Mix
Marketing mix known as 4P and the elements are product, price,
8
the place and promotion is a component of access. Marketing mix is
intended how to integrate an offer from the companywith availableaccess.
This integration process is the key to success of the company's
marketing efforts. This model is also needs the creation tactic for
marketing mix which should be based on the creation of differentiation in
terms of content, context, and infrastructure. Forsharia companies, for its
offers, the product and the price must be based on the values of honesty
and fairness in accordance with the principles of sharia. The quality of
supplied products must match the offer. So the company is prohibited to
hide the defects of the products offered. Whereas in determining the price,
the company must give priority to the values of justice. If the quality of its
products is good, price can be high, otherwise if the product is not qualified
to the quality.
Access components in the form of promotion for sharia companies
should describe what is on offer in real terms of products or services of the
company. Promotion should not show too much imagination for consumers
because it includes fraud and deceit. In determining the places or
distribution channels, the company must give priority to areas that
correspond with the target market so that it can be effectively and
efficiently. The integration process of offers and access should be based on
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f. Selling
Selling is the delivery of goods or services from the seller to the
buyer at an agreed price on a voluntary basis. Many people believe that
selling is maximizing sales activities to create a win-win situation for seller
and buyer. Sharia companies should make the consumer as a friend with an
attitude of helping and honesty as the main foundation.
4. Sharia Marketing Value a. Use a Spritual Brand
Brand is an identity of the company's products or services. Brand
reflects the value given to the consumers. Besides positioning and
differentiation which has been formed, the brand will add value to the
products and services offered. A good brand is a brand that has a strong
character and for companies or products that implement sharia marketing
or principles of sharia. A brand which does not contain elements of
gambling, fraud, usury, do not contain elements of injustice and not
endanger themselves or other people.
b. Service Should Have The Ability to Transform
To become a large company and sustainable, companies must pay
attention to sharia marketing service offered to maintain customer
satisfaction. They must really care about attitude, good conversation, body
10
c. Process
The process reflects the quality, cost and delivery (QCD). The quality
of product or service depicted by a good process, from the production
process until delivery to consumers appropriately and in an effective and
efficient cost. The process in the context of quality is how to create a
process that has more value to consumers. The process in the context of
cost is how to create an efficient process that does not cost that much, but
the quality is guaranteed. Meanwhile, in the context of the process of
delivery is how the process of sending or delivering a product or service
that the company offers to consumers.
5. Sharia Marketing Scorecard
Sharia principle in marketing is to create value for its stakeholders.
Three stakeholders of a company are people, customers and shareholders,
because all three are instrumental in running the business. Horizontal
relations and vertical relations should be maintained properly in order to
maintain a harmonious relationship with stakeholders and the main thing is
the relationship with the creator.
There are nine ethical marketers, those are the principles for sharia marketers
to execute marketing functions, they are :
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5. Keeping a promise and not cheating 6. Honest and trustworthy (Al Ama>nah) 7. Do not like prejudice (Su>uz}z}hann) 8. Do not like to speak ill (Ghi>bah) 9. Do not do bribes (Rishwah)
In addition there are five thing must be owned by a sharia marketer theyare:
1. S}iddi>q (truthful and honest): this behavior must be applied in marketing, in
their dealings with customers, in dealing with customers, and in their
dealings with business partners.
2. Ama>nah (reliable, credible): in other means are trustworthy, responsible and
credible, it also means the desire for something to fulfill in accordance with
the provisions. Among the values associated with honesty.
3. Fat}a>nah (smart): can be interpreted as an intellectual, ingenuity or wisdom.
Fat}a>nah leaders are leaders who know, understand and appreciate deeply all
the duties and obligations.
4. Tabli>gh (communicative): means communicative and argumentative. People
who have this trait will deliver it correctly and with proper speech. Talk to
other people with something that is easily understood, discuss and conduct
business presentations with easily understandable language so that people
easily understand the business message we want to convey.
5. Istiqa>mah:means consistent, which sharia marketer in the practice of
12
These five characters are the characteristic of prophet Muhammad peace
be upon him, which was already well known but they are rarely implemented,
especially in the business world. Sharia marketing comparison with conventional
marketing can be explained in several things, they are7:
a. Concept and Basic Philosophy
Conventional marketing is a freevalue marketing. Marketers are just more
focused on achieving sales targets established by the company. In sharia
marketing, marketers must feel that any marketing activity were being
watched by Allah, so be very careful in maintaining their marketing activity.
b. Ethical Marketer
Sharia Marketers uphold ethics in marketing to potential customers.
Avoid lies, exaggeration in the promotion, keeping honesty and promise.
Compared to conventional marketing which tend to be free and using ways
though contrary to sharia.
c. Approach with Consumers
Consumers in sharia marketing placed as an equal partner. The Company
does not make the consumers as objects to buy the products. Company shall
not conduct marketing activities that harm consumers. Always strive to
create product value and positive feedback from customers. In contrast to
the conventional marketingwhichmake the consumers as an object to achieve
sales targets alone. Consumers are sometimes harmed by the promise with
the different reality.
13
d. Perspective Against Competitors
In sharia marketing, any company can compete fairly and respectively.
Each has a chance to thrive without dropping its competitors. Competitors
are partners who participated in the successful implementation of sharia
economy. It is different to the conventional marketing which tend to regard
competitors as the opposing party to be shut down because they can inhibit
the company’s pace.
e. Work Culture
Work culture that should be applied is how the work culture promoted by
prophet Muhammad that has honesty, intelligent or competent,
responsibility (mandate) and be able to disseminate and communicate the
good work activities (sermons)
B. Relevant Previous Research
Research conducted is "The Evaluation of Sharia Marketing
Implementation at Muamalat Bank Branch Surabaya". This study will not be
separated from previous relevant studies as the views and references.
Based on the literature study conducted by the authors, the literatures
14
1. The Implementation of Sharia Compliance at Non-Bank Sharia
Financial Institution : KJKS BMT Al-Mubarok Candi Sidoarjo
(Implementasi Syariah Compliance Pada Lembaga Keuangan Syariah
Non Bank : Analisis KJKS BMT Al-Mubarok Candi Sidoarjo).8
This research was conducted by Dewi Riza Lisvi Vahlevi in 2015.
The study's principal in this thesis is the implementation of sharia
compliance at Non-Bank Sharia Financial Institutions (KJKS-BMT
Al-Mubarok Candi Sidoarjo). In this case, the discussion is limited to
the sharia compliance at Non-Bank Shariah Financial Institutions and
Shariah Supervisory Board (DPS).
This thesis using qualitative methods of research literature on the
sharia complience in KJKS, so that the research tried to find out how
obedient KJKS Al-Mubarok against the principles of sharia. The
results of this study found that after being given ten questions of
shariah compliance, KJKS Mubarok get value 9, so KJKS
Al-Mubarok is adhered to the shariaprinciples.
As in the present study, author will be referred specifically sharia
compliance. Namely in marketing activities, so it is called sharia
marketing. Researcher wanted to test the sharia banking financial
institutions and not at the Baitul Ma>l. In addition, research conducted
15
by quantitativemethods and the marketing division at Muamalat
Bank as the subject studied.
2. Marketing Management of Islamic Banking : Strategic Observation
of Sharia Marketing Through Marketing Mix and SWOT Analysis at
LKS Micro Finance Muamalah outlet Nurul Jadid Paiton Probolinggo
(Manajemen Pemasaran Perbankan Syariah : Tinjauan Strategi
SyariahMarketing Melalui Marketing Mix dan Swot Analysis Pada
LKS Micro Finance Gerai Muamalah Nurul Jadid Paiton
Probolinggo)9
The study was conducted by Ahmad Thoyyibul in 2015.
Conceptually, the focus of research studies of this thesis is the
implementation of marketing strategy (Marketing Mix And SWOT
Analysis) in sharia financial institutions (LKS), due to the
phenomenon of marketing activities that occured in the
LKSmicro-finance Muamalah outlet Nurul Jadid shows that the strategy of
marketing is done effectively, but it is still minus that occurred,
namely the existence of problems related to financing problems for
customers while the service is already optimal and maximum.
Based on these problems, this research asked about three things.
They are: first, what is the condition of the development of internal
and external environment that influence the realization of the
9Ahmad Thoyyibul, ‚Manajemen Pemasaran Perbankan Sharia Tinjauan Strategi Marketing Sharia Melalui Marketing Mix Dan Swot Analysis Pada LKS Micro Finance Gerai Muamalah
16
implementation of marketing strategies in the LKS micro-finance
Muamalahoutlet Nurul Jadid Paiton Probolinggo; second, how does
the concept of marketing mix and SWOT analysis can be used as a
benchmark variable in order to implement the marketing strategy at
LKSmicrofinance Muamalah outlet Nurul Jadid Paiton Probolinggo;
Third, how does the impact of the marketing strategy for LKS Nurul
Jadid Paiton Probolinggo so far, whetherit is really affect the
operations and performance of the LKS-micro finance or not.
These three questions is answered through a qualitative study
using primary data collection techniques in-depth interviews and
observation. Excavation data is sourced to the informer and social
situation of Karanganyar and Paiton through purposive sampling
with snowball sampling technique. Along with it, at the time of data
collection techniques mentioned above, the analysis of data
simultaneously also held.
The process of data analysis by following the cycle data selection,
data reduction, data display, and making conclusions. The findings
are: First, the development of micro finance institution Nurul Jadid
showed a fairly rapid rate of development. This is due to the
influence of internal environment (micro) and external environment
(macro). Second, the implementation of marketing strategy used
STPstrategy (Segmentation, Targeting, Positioning) and Marketing
17
Promotion) . Third, onSTP election market segmentstrategy, using a
strategy considerations pattern target market, such as: selective
specialization, market specialization, product specialization, full
market coverage. Fourth, application of marketing mix strategies and
SWOT analysis in LKS-micro finance Nurul Jadid has been applied.
although there are still things that need to be addressed related to the
awareness of customers in terms of financing of its products.
As in the present study, author is not going to test the influence of
marketing strategies for the operation and performance. Rather, the
authors will examine the performance of Muamalat Bank itself, with
sharia marketing as the benchmark against marketing practices
carried out by the marketing. In the end, the authors will examine
whether there is a gap between the performance of marketing
division with shari marketing concepts. In addition, although the
author also explains the practice of marketing which is done by its
employees.
3. Marketing Strategy in BMT Maslahah Sidogiri in the Ethical
Perspective of Islamic Business
(Strategi Pemasaran Pada BMT Maslahah Sidogiri Dalam Perspektif
Etika Bisnis Islam).10
The study was conducted by Aslikhah in 2014. This study is a
qualitative study by using snowballing approach informant. Data
10Aslikhah, ‚Strategi Pemasaran Pada BMT Maslahah Sidogiri Dalam Perspektif Etika Bisnis
18
were taken with triangulation technique where the data comes from a
variety of existing data sources. Analysis of discovering cultural
themes was used to obtain the clear data. Data were collected by
interview and documentation.
The results of this study indicate that BMT Maslahah Sidogiri in
developing products using these strategy :the first, Association of
Sidogiri graduate students where the students become a permanent
member of BMT Sidogiri.Secondly, strategies recruitment
community leaders, meaning that community leaders in some areas
used as permanent members, and also the head or the coordinator of
its region, the third strategy is marketing environment
(inveronmental marketing), namely the environment as a location for
marketing of BMT Maslahah is an environment that has a strategic
location and has a network of graduate students and many
supporters.the fourth strategies is Sidogiri’s networking forum where
BMT Maslahah set up a small forum associated with financing
activities., fifth strategies is caring society (corporate social
responsibility), this strategy means that BMT Maslahah concerns to
shape the community activities based on social and religious. The
purpose of this study was to determine the clarity of the advantages
possessed by BMT Maslahah in improving its products.
The difference with the research that will be conducted by the
19
Surabaya is a subject. And author do not just explain about the
marketing practices adopted by the bank. But the authors
willexamine the performance of marketing staffs of company with
sharia marketing concepts that already exist. The author also outlines
the factors that could potentially cause a gap. The analytical method
used is also very distinguishing, the authors did not use descriptive
qualitative method but using quantitative analysis.
4. Marketing Strategy of PT. Bank BRI Syariah Assistant Branch
Office Bojonegoro in Attracting The New Customers on
Micro-Finance Products
(Strategi Pemasaran PT. Bank BRI Sharia Kantor Cabang Pembantu
Bojonegoro Dalam Menarik Calon Nasabah Baru Pada Produk
Pembiayaan Mikro)11
This research was conducted by Khoirul Mutholibin in 2014. This
study aims to answer the question: How does the marketing strategy
of PT. Bank BRI Syariahbranch office Bojonegoro in attracting the
new potential customers on a micro-finance products, and what are
the constraints faced by PT. Bank BRI Syariahbranch office
Bojonegoro in attracting the new potential customers on
micro-finance products.
11Khoirul Mutholibin, ‚Strategi Pemasaran PT. Bank BRI Sharia Kantor Branch Pembantu
20
Techniques of data analysis in this thesis is descriptive analysis
technique with inductive mindset. Descriptive analysis techniques are
used to describe clearly about the marketing strategies and the
constraints faced by PT. Bank BRI Syariahbranch office Bojonegoro.
The results of this study concluded that the marketing strategy of
PT. Bank BRI Syariahbranch office Bojonegoro in marketing
financial products to the new potential customers is using the
marketing mix; product, price, place and promotion. The number of
microfinance clients of PT. Bank BRI Syariahbranch office
Bojonegoro approximately 780 microfinance clients. In addition, the
constraints faced so many. They are : PT. BankBRI Syariah branch
office Bojonegoro is still new, the lack of human resources, the
knowledge of society is less on PT. Bank BRI Sharia Syariahbranch
office Bojonegoro.
In this study, although it also talks about marketing, but the
authors did not attribute microfinance products as one of the
variables of the study. The author uses the sharia marketing and the
marketing performance scores of Muamalat Bank as research
variables. Where the authors will examine whether there is a gap
between the existing concepts and practices, and to analyze every
21
5. Sharia Marketing Strategy for Funding Product by Sharia Financial
Cooperation in Increasing Competitive Advantage
(Strategi Syariah Marketing Funding Product Koperasi Jasa
Keuangan Syariah dalam Meningkatkan Keunggulan Kompetitif)12
The study was conducted by Akhmad Fauzan in 2016. The
research is about marketing strategy which is applied by KJKS
Mawar with the basic principles of Sharia Marketing. KJKS Mawar
has competed and made its position as one of sharia financial
institutions whichis able to compete on a competitive basis by its
own character in competition. This research aims to determine the
marketing strategy of KJKS Mawar in sharia marketing for funding
product.
The problem of this research is how sharia marketing strategy for
funding products in KJKS and how the capital development to
enhance their competitive edge after implementing sharia marketing
strategy of funding products. The research methodology is field
research. Sources of data used are primary data and secondary data.
Data collection methods used is observation, documentation,
interviews and data analysis. And then analyzing using SWOT
analysis and marketing mix (Marketing Mix). The findings of
research are : the strategy of sharia marketing for funding product in
12Akhmad Fauzan, ‚Strategi Sharia Marketing Funding Product Koperasi Jasa Keuangan Sharia
22
KJKS Mawar by : Promotion or advertising, expanding cooperation
(net working), Pick the ball, Providing service excellent (service
professional and polite), Work hard and work smart and stick in he
basic principles of sharia marketing.
The similarity in the present research is a discussion of sharia
marketing and their applicability in thecompany. But the difference is
in the study subjects. The author will conduct research in sharia
banking institutions, namely Muamalat Bank and not in the sharia
Financial cooperation. In addition, the author use quantitative and
not qualitative methods. The analysis was performed with the test
method, Paired t-test. So, the author will not only describe the
marketing practices applied by the company. But also will test the
performance of marketing activity with sharia marketing concepts.
Whether there is a gap between them, or not. The gaps between
sharia marketing concept with the existing practice in the field.
C. Conceptual Framework
In this study, the authors will explain the shari marketing concept,
and the marketing practicesof Muamalat Bank branch Surabaya. Then the
writer will test the gap between sharia marketing concepts with the
marketing practice at the bank. The conceptual framework in this study
23
Explanation :
1. The concept of ideal sharia marketing is a benchmark in this study, so
that, sharia marketing gap between theory and practice is an
independent variable (x), and the score of the test results is a
dependent variable (y).
2. Test conducted by paired t-test, which concluded whether there are
differences or not between theory and practice. Sharia Marketing
Concept
Marketing Practice in Muamalat Bank Branch Surabaya
Paired T Test
There is no gap/difference There is a
gap/difference
24
D. Hypothesis
1. There are two kinds of hypothesis made inthis research : zero
hypothesis (H0) and the alternative hypothesis (Ha). The formulation
of hypothesis are as follows:
H0 : The absence of gap between theory and practice of sharia
marketing conducted by Muamalat Bank branch Surabaya.
Ha : There is a gap between theory and practice of sharia marketing
marketing by Muamalat Bank branch Surabaya.
The formulation of the second problem will be analyzed through the
CHAPTER III RESEARCH METHOD
A. Types of Research
This research is a field research, because the data are obtained from direct observation in the main branch of Muamalat Bank : Mayjend Sungkono, Raya Darmo, and Mas Mansyur.Instrument for gaining the datawere using a questionnaire by five-point of likert scale. Then this study using a quantitative approach, which is a quantitative approach based on data that can be calculated to produce a solid quantitative interpretation. By examining the validity and reliability and normality test of data.
The method used is a survey method, which in this study, researchers selected a number of respondents, in this case are the marketing staffs as the sample and giving them a questionnaire.
B. Time and Place of Research
This research was conducted at Muamalat Bank branch office Raya Darmo Street 81, branch office Mayjend Sungkono street 107 and branch
2
C. Population and Sample of Research
The population in this research are all marketing staffs of Muamalat Bank branch Surabaya. They are40 people, with details : branch office Darmo 15 people, branch office Sungkono 15 people, and branch office Mas Mansyur 10 people.
The sampling technique in this research is saturated sampling. Saturated sampling is a technique when all members of the population used as a sample. This is done if the amount of population is relatively small, or to make generalization with a very small error. Other terms of the saturated sample is census, which all members of the population be the samples1
D. Research Variable
Variables of research is an activity to test the hypothesis, which testing the match between theory and empirical facts in the real world.2Realrelationship is commonly presented by leaning to the variable. The real relationship commonly read by watching the data on that variable. The variable is a label which can be rated numbers (quantitative) or the value of quality (qualitative).3Variables are logically grouping of
two or more attributes of the object being studied. There are two kinds of
1Sugiyono, Metode Penelitian Administrasi, (Bandung : Alfabeta, 2001), 61.
3
variables in this study : independent variablesand dependent variable. The independent variable is the stimulus variable or variables that affect other variables. While the dependent variable is the variable that gives a reaction or response in relation to the independent variables.4
Independent variables in this study is the gap between sharia marketing, between theory and practice (x) and has four dimensions or indicators as a reference. The dependent variable is the score results of the assessment from its marketing practices at Muamalat Bank branchSurabaya (y) with four dimensions or indicators to be assessed. It will be testedthe differences between theoryscore and practice score. E. Operational Definition
From the title above, there are some explanations about the operational definitions that can be used as a reference.Some operational definitions associated with this research are :
1. Marketing staffs Muamalat Bank : the employees who served in marketing at Muamalat Bank. In general, marketing staffis divided into two main divisions : lending marketing, and funding marketing. While segmentation is divided into three : corporate, commercial, and retail.
2. Sharia Marketing : marketing concept which is based on Islamic
principles and sharia rules, there are four main dimensions that become the benchmark, they are theist, ethic, realistic and
4
humanisitic. Morals and ethics in the practice of sharia marketing are differentiators with the concept of marketing in general.
F. Validity and Reliability Test
To determine the validity and reliability of the instrument can be tested as follows5 :
1. Validity Test
Validity testis condusted by steps as follows :
a. Determining the hypothesis to the test results:
H0 = Score point indicator is positively correlated with the total scores
Ha = Score point indicator is not positively correlated with the total scores
b. Determining r-table
Seeing r-table with 5% significance level c. Seeking r-count (result).
To know r-count each indicator or items can be seen on the computer processed in the annex to the corrected item - total correlation which should be bigger than r-table. d. Taking Decision :
1) basis for a decision :
If r-table is positive and r-count, those items are valid If r-count negative or ˂r-table, those items are not valid.
5
2) Decision
r-count value of each item is bigger than r-table (r-count>r-table) which r-table value obtained 0.3621. Then allitems are valid.
2. Reliability Test
Furthermore, since all items are valid, the next test is reliability test, the steps are almost the same as validity test:
a. Determining hypothesis for test result :
1) H0 = Item scores positivelycorrelated with thecomposite factor.
2) Ha = Item scores are not positively correlatedwith thecomposite factor.
b. Determining r-table.
Seeing r-table with 5% significance level c. Seeking r-count (result).
In this case r-count is the number of alpha located at the end of the spss output, in the appendix at the end of the r-count output.
d. Taking decision :
1) Basis for taking decision :
- Cronbach Alpha ˂ 0.6 = poor reliability
6
2) Decision :
All statements point which used as an instrument in this study have cronbach's alpha bigger than r-table, (>r-table). Therefore we can conclude all items are reliable.
G. Data and Data Sources
The data is needed to be collected to answer the question in the formulation of the problem. In accordance with the objectthat have been formulated, the data collection in thisresearch are data about company profile and the evaluation of sharia marketing implementation which obtained from questionnaires completed by the entire marketing staffs of Muamalat Bank in three main branch offices in Surabaya. The source of data in this study are :
1. Primary data
7
2. Secondary data
Secondary data is obtained from secondary source of data we need. Secondary data in this study is documentation of company profile obtained from main branch.
H. Data Collection Technique
The data collection technique is a way to collect the data which needed to answer the research problem formulation.6And in order to obtain the data related to this research, the researchers used the instrument in the form of:
1. Questionnaire
Questionnaire is a technique of data collection which done by providing a set of questions or statements to respondents to answer. According to Masri Singarimbum, the use ofquestionnaire is the most essential thing for data collection in the field. The results of this questionnaire will be quantificated, arranging by tables and statistical analysis to draw conclusions of the study. Questionnaires were used in this study was an enclosed questionnaire, which its answers have been provided by the researchers. Questionnaire contains indicators and assessment of
the implementation of sharia marketing. Which includes four dimensions: theist, ethic, realistic, and humanistic.
8
In data processing, using a likert scale associated with a statement about the attitude towards something7, which the measuredvariables are translated into indicator variables. Then, the indicators are used as a starting point to construct instruments which can be either a question or a statement.8
The guidance in scoring is as follows9: Table 3.1
Weight of rating each answer
No Statement Score
1 Strongly disagree 1
2 Disagree 2
3 Doubtful 3
4 Agree 4
5 Strongly agree 5
Source : Morisson (2012:89)
7Husein Umar, Riset Pemasaran dan Perilaku Konsumen, (Jakarta: Gramedia Pustaka Utama,
2000), 137.
9
Table 3.2 Likert scale
Variable Dimensions Alternative Answers Scores
10
From those four dimensions, it will be tested to the marketing staff through statements in the questionnaire. And the indicators for each dimensions according to Hermawan Kartajaya are as follows10 :
a) Theist dimension : believing in sharia laws is the fairest, most perfect, most aligned with any form of kindness, most can prevent any kind of damage, the most able to realize the truth. And can be described through three points :
1) Sharia marketer believes that Islam had arranged everything in life.
2) Sharia marketer believe that Islam provide a solution for benefit of many people.
3) Marketing activities are guided by the teachings of Islam were able to prevent the sleaze.
b) Ethic dimension : promoting moral virtue in all business acitivities, and it can be described through three points : 1) Sharia marketer is a fair person and has a fellow feeling. 2) Sharia marketer is a honest person.
3) Sharia marketer always keeps promise and humble.
c) Realistic dimension : has a flexible marketing concept,
professional and expert in the field of marketing. It can be described through three points :
11
1) Sharia marketers are able to follow the market conditions and business which always change.
2) Sharia marketers have a reliable competency
3) Sharia marketers are able to take an advantage of emerging opportunities.
d) Humanistic dimension : has a universal and broad sense of humanity. It can be described through three points :
1) Sharia marketers do not discriminate people according to their status or ethnic.
2) Sharia marketers give their best service to all people. 3) Sharia marketers able to establish communication and
harmonious relationships with other people.
Although every dimension has three points of indicator to be tested. It wil be mentioned five statements for respondents in the quistionnaire. Two additional statements will strengthen the second and third points. Thus, there will be five statements in the questionnaire.
To process the data, researcher give twenty scores as a maximum score which divided into five statements for each dimension. Twenty scores with four dimensions will meet one
