This study aims to identify the characteristics of the
marketing strategies used by Islamic Rural Bank (IRB) in East Java. A number of
recommendations were further explored in the results of individual studies that
had been carried out previously on IRB in East Java. Marketing in this study is
intended as an effort to acquisition and retention of IRB customers. This
research is a literature study using secondary data to answer research
questions. Secondary data is obtained from scientific literature published and
published online. The search engine used is Google Scholar with the keyword
[BPRS murabahah "East Java" marketing]. Using this keyword, 271
search results were obtained. This number is quite relevant to the situation of
Islamic economic research in Indonesia. About 90% of this amount can be
accessed completely by researchers. After that, the researcher reads one by one
the article to get a description of the marketing strategy that is carried out
in association with the results of the research concerned. Only research that
discusses murabaha or wider (general funding) is taken for further analysis.
Through this procedure, 16 relevant studies were found and could be used for
further analysis. Data is then analyzed using the logic of research, related theories,
the results of similar research from data and the results of research in a
broader context. At the end, a number of recommendations can be taken to
develop a better framework and therefore a better marketing strategy. This
study recommends the use of alternative SWOT methods to formulate strategies
such as SPACE marketing strategy and AWOT marketing strategy.
Author (s) Details
Edi
Santoso Wiyono Author (s) Details
Faculty of Economics, Universitas Muhammadiyah Ponorogo, East Java, Indonesia.
Rashidah Mohamad Ibrahim
Faculty of Economics and Management Sciences, University Sultan Zainal Abidin, 21300 Kuala Nerus, Terengganu, Malaysia.
View Book :- http://bp.bookpi.org/index.php/bpi/catalog/book/198
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