Implementasi Islamic Marketing ditinjau dari perspektif Maqashid Syariah: Studi kasus Bank Syariah Mandiri Malang
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Institusion
Universitas Islam Negeri Maulana Malik Ibrahim Malang
Author
Mighfari, Elsha Robbi
Subject
Datestamp
2018-09-12 02:42:44
Abstract :
INDONESIA: Islamic marketing dilandasi dari adanya berbagai masalah dalam dunia bisnis yang terjadi selama puluhan tahun, semakin tingginya kompleksitas bisnis, semakin canggihnya tools manajemen, dan semakin majunya perangkat regulasi tidak menjadikan bisnis semakin dewasa dan beradab namun semakin terpuruk tanpa etika, moral, dan kejujuran. Islamic Marketing dengan 4 karakteristik yakni teistis, etis, realistis, dan humanistis memberikan paradigma baru dalam pemasaran yang dilandasi oleh kebutuhan paling pokok dan mendasar yakni kejujuran, moral, dan etika dalam bisnis. Penelitian ini bertujuan untuk menjelaskan penerapan Islamic Marketing pada Bank Syariah Mandiri yang kemudian ditinjau dari perspektif Maqashid Syariah. Penelitian ini menggunakan pendekatan deskriptif kualitatif. Terdapat 6 informan dalam subjek penelitian ini. Data dikumpulkan dengan cara observasi langsung, wawancara, dan dokumentasi. Adapun analisis data yang digunakan yaitu menelaah seluruh data, reduksi data, menyusun data hasil reduksi kedalam satuan-satuannya dan triangulasi. Hasil penelitian menunjukan bahwa implementasi Islamic marketing pada Bank Syariah Mandiri Malang telah menerapkan 4 karakteristik Islamic Marketing. Kemudian 4 karakter tersebut ditinjau dari perspektif Maqashid Syariah. Karakter teistis masuk kedalam perlindungan terhadap agama dan akal. Karakter etis masuk kedalam perlindungan terhadap keturunan dan harta benda. Karakter realistis masuk kedalam perlindungan terhadap harta benda. Karakter humanistis masuk kedalam perlindungan terhadap keturunan. ENGLISH: Islamic marketing is based on various problems in the business world that occurred for decades, the increasing complexity of business, the increasingly sophisticated management tools, and the increasingly advanced regulatory tool does not make the business more mature and civilized but worse without ethics, morals, and honesty. Islamic Marketing with 4 characteristics i.e. theistic, ethical, realistic, and humanistic provide a new paradigm in marketing based on the most basic and fundamental needs of honesty, morals, and ethics in business. This study aims to explain the implementation of Islamic Marketing at Bank Syariah Mandiri which is then reviewed from the perspective of Maqashid Syariah. This research use descriptive qualitative approach. There are 6 informants in the subject of this study. Data were collected by direct observation, interview, and documentation. The data analysis used is to review all data, data reduction, compiling data of reduction result into its units and triangulation. The results showed that the implementation of Islamic marketing in Bank Syariah Mandiri Malang has applied 4 characteristics of Islamic Marketing and viewed from the perspective of Maqashid Shariah. Theistic character belongs to the protection of religion and reason. Ethical character belongs to the protection of heredity and possessions. Realistic character belongs to the protection of property. Humanistic character belongs to the protection of the descendants.
INDONESIA: Islamic marketing dilandasi dari adanya berbagai masalah dalam dunia bisnis yang terjadi selama puluhan tahun, semakin tingginya kompleksitas bisnis, semakin canggihnya tools manajemen, dan semakin majunya perangkat regulasi tidak menjadikan bisnis semakin dewasa dan beradab namun semakin terpuruk tanpa etika, moral, dan kejujuran. Islamic Marketing dengan 4 karakteristik yakni teistis, etis, realistis, dan humanistis memberikan paradigma baru dalam pemasaran yang dilandasi oleh kebutuhan paling pokok dan mendasar yakni kejujuran, moral, dan etika dalam bisnis. Penelitian ini bertujuan untuk menjelaskan penerapan Islamic Marketing pada Bank Syariah Mandiri yang kemudian ditinjau dari perspektif Maqashid Syariah. Penelitian ini menggunakan pendekatan deskriptif kualitatif. Terdapat 6 informan dalam subjek penelitian ini. Data dikumpulkan dengan cara observasi langsung, wawancara, dan dokumentasi. Adapun analisis data yang digunakan yaitu menelaah seluruh data, reduksi data, menyusun data hasil reduksi kedalam satuan-satuannya dan triangulasi. Hasil penelitian menunjukan bahwa implementasi Islamic marketing pada Bank Syariah Mandiri Malang telah menerapkan 4 karakteristik Islamic Marketing. Kemudian 4 karakter tersebut ditinjau dari perspektif Maqashid Syariah. Karakter teistis masuk kedalam perlindungan terhadap agama dan akal. Karakter etis masuk kedalam perlindungan terhadap keturunan dan harta benda. Karakter realistis masuk kedalam perlindungan terhadap harta benda. Karakter humanistis masuk kedalam perlindungan terhadap keturunan. ENGLISH: Islamic marketing is based on various problems in the business world that occurred for decades, the increasing complexity of business, the increasingly sophisticated management tools, and the increasingly advanced regulatory tool does not make the business more mature and civilized but worse without ethics, morals, and honesty. Islamic Marketing with 4 characteristics i.e. theistic, ethical, realistic, and humanistic provide a new paradigm in marketing based on the most basic and fundamental needs of honesty, morals, and ethics in business. This study aims to explain the implementation of Islamic Marketing at Bank Syariah Mandiri which is then reviewed from the perspective of Maqashid Syariah. This research use descriptive qualitative approach. There are 6 informants in the subject of this study. Data were collected by direct observation, interview, and documentation. The data analysis used is to review all data, data reduction, compiling data of reduction result into its units and triangulation. The results showed that the implementation of Islamic marketing in Bank Syariah Mandiri Malang has applied 4 characteristics of Islamic Marketing and viewed from the perspective of Maqashid Shariah. Theistic character belongs to the protection of religion and reason. Ethical character belongs to the protection of heredity and possessions. Realistic character belongs to the protection of property. Humanistic character belongs to the protection of the descendants.
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