How to cite:
Syamsul Huda, Anik Yuliati. (2022). Analysis of Sharia Marketing
Strategy on BT Batik Trusmi Business. Journal Eduvest. Vol 2 (5):
879-884
E-ISSN:
2775-3727
Published by:
https://greenpublisher.id/
Eduvest – Journal of Universal Studies
Volume 2 Number 5, May, 2022
p- ISSN 2775-3735- e-ISSN 2775-3727
ANALYSIS OF SHARIA MARKETING STRATEGY ON BT
BATIK TRUSMI BUSINESS
Syamsul Huda, Anik Yuliati
Faculty of Economics and Business, The East Java Branch of Veterans National
Development University, Indonesia
ARTICLE INFO ABSTRACT
Received:
April, 26
th
2022
Revised:
May, 14
th
2022
Approved:
May, 16
th
2022
The purpose of this study was to determine the marketing of BT Batik
Trusmi in Trusmi Village, Cirebon. To find out the sharia marketing
strategy at BT Batik Trusmi in Trusmi Village, Cirebon. To find out
what are the obstacles to sharia marketing and their solutions. The
research method used in this research is qualitative research in the
form of case studies. The result of this research is that marketing at
BT Batik Trusmi Cirebon when the sharia marketing strategy has not
been implemented is to use conventional marketing like other shops
so that the income is the same as other shops and even competes.
The sharia marketing strategy implemented at BT Batik Trusmi
Cirebon is by providing excellent service, such as: When the shop is
about to close or a holiday is always given advance notice. The shop
assistants always provide excellent service by being friendly and
ready to provide the best service according to the 7S concept,
namely: Greetings, Smiles, Greetings, Polite, Polite, Ready and Alert.
The things that become obstacles in the sharia marketing strategy
at BT Batik Trusmi Cirebon are: the community does not accept it
with shops that often close due to prayer times, the difficulty in
educating and teaching employees to always provide excellent
service to customers. While the solutions to deal with these
obstacles are: the surrounding community needs to be given
understanding and habituation to be able to understand and accept
that shops that implement Islamic marketing strategies will imitate
the trade practiced by the Prophet, one of which is by closing the
shop when prayer time arrives. Employees must be given training or
upgrading every week to always provide excellent service to
customers, Be more careful and updated in analyzing market prices
so that they can provide the best prices and in accordance with the
quality of goods, once a picnic is held so that employees do not get
Syamsul Huda, Anik Yuliati
Analysis of Sharia Marketing Strategy on BT Batik Trusmi Business 880
bored in serving customers, give understanding to consumers that
the price is in accordance with the quality of the goods.
KEYWORDS
Marketing, Sharia Marketing, BT Batik Trusmi
This work is licensed under a Creative Commons
Attribution-ShareAlike 4.0 International
INTRODUCTION
Cirebonan batik production at the present time consists of hand-drawn batik,
stamped batik and stamped batik combinations. In 1990 - 2000 there were some Cirebonan
batik craftsmen who produced Cirebon batik-patterned fabrics with hand screen printing
techniques, but recently the hand screen printing technique is almost extinct, due to losing
everything to the machine screen printing technique owned by companies that are more
profitable big.
The production areas and Cirebonan batik craftsmen are located in 5 different village
areas, specifically the areas around Trusmi village (Cirebon batik center). The villages
around Trusmi village include Gamel, Kaliwulu, Wotgali, Kalitengah and Panembahan
villages. The growth of Trusmi batik seems to be moving rapidly starting in 2000, this can
be seen from the number of batik showrooms that have sprung up around the main roads
of Trusmi and Panembahan villages (Hao, 2020). The owners of Trusmi batik showrooms
are almost entirely owned by the indigenous Trusmi people, although there are only one or
two owned by owners of capital from outside Trusmi (Yudhoyono, 2013).
One of the batik shops that maintains local cultural wisdom is BT Batik Trusmi
(Sunarjo, Manalu, & Adawiyah, 2021). BT Batik Trusmi used to be a wood factory owned
by local residents by renting land to the Chinese. In 2012 the factory was transformed into
a Batik Mall by a young couple, Sally Geovani and Ibnu Riyanto. Sally Giovanny is one of
the successful young entrepreneurs in the field of handicrafts, especially batik (Rodgers &
Cumella, 2012). Sally Giovanny is a woman from Cirebon, West Java who was born on
September 25, 1988. If you count her current age, she is still under 31 years old, but has
had a very big success (Rocher, Hendrickx, & De Montjoye, 2019). Sally and her husband,
Ibnu Riyanto, are the owners of Trusmi Group which has businesses in various fields such
as Batik, Fashion, Property, Car Rental and Culinary from Cirebon.
In addition, Sally is also the builder of 8 Tahfidh Houses at the Rizki Abundant
Blessing Foundation (Kailani, 2015). Much the same as novice entrepreneurs in general,
Sally and her husband also did not immediately succeed (Barrow, Barrow, & Brown, 2018).
They have to accept the bitterness of being entrepreneurs when the batik they sell doesn't
sell well (Rahayu, 2019). According to Sally, this is because he who has no business
experience takes immediate action without conducting a market survey first (Gross &
Musgrave, 2020). That was a lesson for him in taking the next step for his business. Trusmi
is the name of one of the areas in Cirebon where his business started to develop.
Sally decided to use the remaining business capital of 12 million rupiah and the
remaining cloth to make batik (Pranata, 2019). He works with small batik craftsmen in the
area where he lives. This is where the development of a typical Cirebon batik business
began, which was named BT Batik Trusmi (Purwanto & Yulia, 2018). For Sally Giovanny,
quality is number one. All batik products produced by Trusmi Batik are of high quality and
quality. That's what then made the name Batik Trusmi began to be known by many people
( Trihanondo, Endriawan, Haryotedjo, Putra, & Machfiroh, 2021).
Over time, the success of Batik Trusmi began to be seen with the establishment of
the Trusmi Cirebon Batik Wholesale Center which has an area of 1.5 hectares. Batik Trusmi
Eduvest – Journal of Universal Studies
Volume 2 Number 5, May 2022
881 http://eduvest.greenvest.co.id
has employees of more than 850 people and has collaborated with more than 500 craftsmen
who help its business (Harren, 2019). Not only that, Sally Giovanny also opened 9
showrooms spread across major cities in Indonesia such as Cirebon, Jakarta, Bandung,
Medan and Surabaya (Iguchi, 2015). Besides selling well in Indonesia, Batik Trusmi is also
successful in international markets such as Europe and America. In one week Batik Trusmi
can export up to 7000 pieces of silk batik cloth. The turnover he gets can reach 100 million
rupiah every day. For Sally, success doesn't just come (Zichermann & Cunningham, 2011).
In the midst of his success, he still does not forget his obligations as a social person. He
founded the Abundant Fortune Sustenance Foundation which has various social activities
such as distributing 1000 basic necessities every month. This foundation provides
assistance to the elderly and the needy who have serious illnesses such as cancer and
tumors. In addition, this Foundation also empowers orphans.
As time goes by, there is a lot of market competition in the Trusmi Cirebon area with
the emergence of showrooms with the conventional marketing system they use, in this case
BT Batik Trusmi Cirebon which uses a sharia marketing strategy must be able to deal with
market share so that the company remains superior in selling batik in Trusmi Cirebon.
Based on this background, the authors are interested in researching and bringing it
up into a journal entitled "Analysis of Sharia Marketing Strategy for BT Trusmi Batik
Business in Trusmi Village, Cirebon".
RESEARCH METHOD
This research is a qualitative research in the form of a case study, which is an
approach that takes an object of research to be observed with careful incentives so that it
gets an overview of the object under study and conclusions from the results of the case
study. The design in this research is descriptive, namely research that forms, describes in a
sequential and systematic, factual, and definite manner regarding the application of sharia
marketing strategies at BT Batik Trusmi Cirebon, as well as observing the advantages and
disadvantages of marketing strategies from an Islamic economic perspective on products
BT Trusmi. Research with qualitative methods uses data collection techniques with
interviews and documentation methods with data validity using triangulation. Data analysis
in qualitative research is carried out when data collection takes place, and after completing
data collection within a certain period (Sugiyono, 2018). Activities in data analysis are:
data collection, data reduction, data display, and conclusion drawing/verification.
RESULT AND DISCUSSION
1. Marketing at BT Batik Trusmi Cirebon
According to the results of research interviews with the owner of BT Batik Trusmi
Cirebon along with employees and several customers concluded that marketing at BT Batik
Trusmi Cirebon at the time the sharia marketing strategy had not been implemented was
using conventional marketing like other shops so that the income was the same as other
shops and even compete. Marketing at BT Batik Trusmi Cirebon often raises prices and no
longer cares about halal and haram, the service is still not good, the employees are rude and
disrespectful, there is no openness about the price and quality of goods and the buyers are
not so crowded. The service is also still not excellent, the place is not comfortable so
consumers don't feel comfortable shopping at BT Batik Trusmi Cirebon. Customers are
also rarely given discounts or rebates.
Syamsul Huda, Anik Yuliati
Analysis of Sharia Marketing Strategy on BT Batik Trusmi Business 882
2. BT Batik Trusmi Cirebon's sharia marketing strategy
According to the results of research interviews with the owner of BT Batik Trusmi
along with employees and several customers concluded that the sharia marketing strategy
applied at BT Batik Trusmi Cirebon is by closing the shop when entering prayer time,
habituation to employees to pray Duha and pray in congregation. The shop assistants
always provide excellent service by being friendly and ready to provide the best service
according to the 7S concept, namely: Greetings, Smiles, Greetings, Polite, Polite, Ready
and Alert. The prices offered are affordable and in accordance with the quality of the goods,
there are often discounts or rebates and there is also openness regarding price increases or
gifts of goods, and also applies the commendable qualities of the Prophet such as shidiq,
amanah, tabligh and fathanah in various aspects of business such as in the Product aspect.
(Product), Place (Distribution Channel), Promotion (Promotion), Price (Price)
3. Things that are obstacles to sharia marketing and how to solve them
According to the results of research interviews with the owner of BT Batik Trusmi
along with employees and several customers concluded that the things that become
obstacles in the sharia marketing strategy are: the community does not accept it with shops
that often close because of prayer times, the difficulty of educating and teaching employees
to always provide service excellent service to customers, very unstable prices and facing
price competition with other stores that often cut prices to attract consumers, the feeling of
customers who are never satisfied with the discounts given.
While the solutions to deal with these obstacles are: the surrounding community
needs to be given understanding and habituation to be able to understand and accept that
shops that apply Islamic marketing strategies will imitate the trade practiced by the Prophet,
one of which is by closing the shop when it is prayer time. Employees must be given
training or upgrading every week to always provide excellent service to customers, Be more
careful and updated in analyzing market prices so that they can provide the best prices and
in accordance with the quality of goods, once a picnic is held so that employees do not get
bored in serving customers, give understanding to consumers that the price is in accordance
with the quality of the goods.
CONCLUSION
Based on the findings above, as the author stated above, it can draw several
conclusions:
1. Marketing at BT Batik Trusmi Cirebon before the implementation of the sharia
marketing strategy was to use conventional marketing like other shops so that the
income was the same as other shops and even competed. Marketing at BT Batik
Trusmi Cirebon often happens slashing prices and they don't care anymore about
halal and haram, the service is still not good, the employees are rude, there is no
openness about the prices of goods and gifts and the buyers are not so crowded,
the service is also still lacking prime. Customers are also rarely given discounts or
rebates.
2. The sharia marketing strategy implemented at BT Batik Trusmi Cirebon is by
providing excellent service, such as: When the shop is about to close or on holiday,
it is always given advance notice. The shop assistants always provide excellent
service by being friendly and ready to provide the best service according to the 7S
concept, namely: Greetings, Smiles, Greetings, Polite, Polite, Ready and Alert. The
prices offered are affordable and in accordance with the quality of the goods, there
are often discounts or rebates and there is also openness regarding price increases
Eduvest – Journal of Universal Studies
Volume 2 Number 5, May 2022
883 http://eduvest.greenvest.co.id
or gifts of goods, and also applies the commendable qualities of the Prophet such
as shidiq, amanah, tabligh and fathanah in various aspects of business such as in
the Product aspect, Place (Distribution Channel), Promotion, Price
3. Things that become obstacles in the sharia marketing strategy at BT Batik Trusmi
Cirebon are: the community does not accept it with shops that are often closed due
to prayer times, the difficulty of educating and teaching employees to always
provide excellent service to customers, Very low prices. stable and facing price
competition with other stores that often-cut prices to attract consumers, the feeling
of customers who are never satisfied with the discounts given. While the solutions
to deal with these obstacles are: the surrounding community needs to be given
understanding and habituation to be able to understand and accept that shops that
implement Islamic marketing strategies will imitate the trade practiced by the
Prophet, one of which is by closing the shop when prayer time arrives. Employees
must be given training or upgrading every week to always provide excellent service
to customers, Be more careful and updated in analyzing market prices so that they
can provide the best prices and in accordance with the quality of goods, once a
picnic is held so that employees do not get bored in serving customers, give
understanding to consumers that the price is in accordance with the quality of the
goods.
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