Property Business Competitive Advantage through Islamic Perspective Marketing Strategy

Abstract

This study discusses the implementation of competitive strategies in the residential property sector in the perspective of Islamic business ethics and determines the impact of implementing strategies in residential property marketing. This research is important to discuss because of the intense business competition in the residential property sector in the era of society. This research is a type of qualitative research. The research data was taken from the internal environment of PT. Bintang Indonesia Lumajang as primary data, supported by secondary data taken from the external environment or related document studies that support this research. Data collection techniques using interviews and observation. The collected data is then analyzed interactively. The results of the study show that there are four competitive advantages through marketing strategies through Islamic business ethics (shiddiq, amanah, tabligh, fathonah). Siddiq, employees must prioritize honesty in advertising the value of products being marketed. Amanah, employees must have responsibility for each task and obligation to the tasks they must provide excellent service to produce customer service satisfaction, which in Islamic business ethics is called. Tabligh, Employees must be wise, patient, argumentative, persuasive, and consistent in marketing products. And finally, fathonah, the human resources of the company must understand, understand, and live deeply the vision, mission and goals of the company, everything that happens in the duties and obligations. Four Islamic business ethics give advantages to the company's marketing strategy.