Orientasi Nilai Konsumen Berbelanja di Swalayan Syari’ah

  • Eko Wicaksono STIE Widya Gama Lumajang
Keywords: Supermarkets Sharia, Marketing Strategy

Abstract

Currently, many economic institutions are operating by using sharia system. At the time of the crisis many conventional banks lost their balance due to inflation, only banks using the shari'a system were able to survive at the time. The majority of Indonesia is the Moslem should be a good land for the development of sharia system but the development of sharia system in Indonesia far behind by neighboring countries like Malaysia. Economic institutions that use sharia system include banks, leasing, insurance, hospitality and self-service. For the latter, self-service 212 Syari'ah is the only supermarket in Indonesia that uses sharia system in its operation. Its presence in the midst of the proliferation of conventional supermarkets and the reason people shop in supermarkets make writers interested in doing research and problems made by researchers are what factors the background of consumers shopping at self-service 212. In this study the authors use a combination of two research approaches that are qualitative and quantitative. Using a descriptive study approach that is to describe what researchers found in the field. The reason the authors use two research methods here is to be able to see more picture about the existence of self-service sharia and consumer orientation shopping in self-service 212 shari'ah. The location of research is in self-service 212 Syari'ah which is located in Cokroaminoto street, Kota Probolinggo. With a unit of management analysis of self-service 212 Syari'ah and also consumers who shop at self-service 212 Shari'ah. From the results of research while in self-service 212 Shari'ah known that this supermarket was founded not only because as one of the marketing strategy but is the economic rise of Muslims and aims to prosper for Muslims with a joint effort to rebranding kopeasi Shari'ah 212 across districts of Indonesia and by its name became Self-Service 212 proves the seriousness of Muslims to carry out its comprehensive self-service operations in accordance with Islamic teachings. Where they only sell products that are halal certified and they believe that the product is halal. As for the consumers yng choose to shop here because the products are sold halal, because the teachings of religion, because the system for the results and also because of the Islamic atmosphere that can be presented by self-service this Shari'ah 212.

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Published
2018-08-24