2. Paradigm Shifting :
• BUMN > Private or Public
• Monopoly > Free Competition
• Asset-Based > Customer Service Based
• Mass Market > Customized Market
• Transaction Selling > Relationship Selling
• Goods & Services > Emotion & Experience
• Rational Value > Emotional Value
• Conventional marketing > Syariah
Marketing.
3. 1-3
What is Syariah Marketing ?
Syariah Marketing is a strategic
Business discipline that directs
the process of creating, offering, and
exchanging values from one
initiators to its stakeholders, and
the whole process should be in
accordance with muamalah
principles in Islam.
(Sula & Kartajaya)
4. 1-4
What is Syariah Marketing ?
Syariah Marketing is is an organizational
Function and a set of processes for creating,
communicating, and delivering syariah value
to customers, in ways that benefit the
organization and its stakeholders, and
the whole process should be in
accordance with muamalah
principles in Islam, to get Allah’s Ridlo.
(Ratnasari)
6. 1-6
Dasar Syariah Marketing ?
“Al-muslimuuna ‘alaa syuruuthihim
Illa syarthan harrama halaalan aw
ahalla haraaman”
(Kaum Muslimin terikat dg kesepakatan
bisnis yg mereka buat kcl kesepakatan
yang mengharamkan yg halal atau
menghalalkan yang haram)
7. 1-7
Dasar Syariah Marketing ?
“Al-ashlu fil mu’aamalah al ibaahah illa
Ayyadulla daliilun ‘alaa tahriimihaa”
(pada dasarnya semua bentuk
Muamalah –bisnis- boleh dilakukan
Kcl ada dalil yang mengharamkannya)
9. 1-9
Karakteristik Syariah Marketing
1. Theistis (Rabbaniyah)
1 keyakinan yang bulat, bahwa semua
gerak-gerik manusia selalu berada
dibawah pengawasan Illahi.
10. 1-10
Karakteristik Syariah Marketing
2. Etis (Akhlaqiyah)
Semua perilaku manusia harus berjalan
diatas norma etika Islami yang sudah
berlaku secara umum.
Etika = the will of God.
11. 1-11
Karakteristik Syariah Marketing
3. Realistis (Al-Waqi’iyah)
Sesuai dengan kenyataan, tidak
mengada-ada, apalagi yang
menjurus pada kebohongan.
Semua transaksi harus berdasarkan
realita.
12. 1-12
Karakteristik Syariah Marketing
4. Humanistis (Al-Insaniyah)
Berperi-kemanusiaan,
hormat-menghormati sesama.
Peran marketer menjadi fasilitator
Untuk memperbaiki tatanan hidup
Masyarakat.
Qs. Al-Anbiya’:108
15. 5-15
Figure 5.2 Determinants of
Customer-Delivered Value
Customer-
delivered
value
Total
customer
value
Total
customer
cost
Product
value
Monetary
cost
Personal
value
Energy
cost
16. Customer Peceived Value
is difference between the prospective customer’s
evaluation of all the benefits and all the costs of an
offering and the perceived alternatives.
• Total Customer Value
is the perceived monetary value of the bundle of
economic, functional, and psychological benefits
customers expect from a given market offering
• Total Customer Cost
is the bundle of costs customers expect to incur in
evaluating, obtaining, using, and disposing of the
given market offering, including monetary, time,
energy, and psychic costs
17. Customer Value (Woodruff:1997)
• „Customer value is a customer’s
perceived preference for and evaluation
of those product attributes, attribute
performances, and consequences
arising from use that facilitate (or
block) achieving the customer’s goals
and purpose in use situations“.
18. Tujuan dan sasaran
(customer’s goals and
purposes)
Konsekuensi yang diinginkan
(desired consequences in use
situations)
Atribut produk dan kinerja atribut
yang diinginkan (desired product
attributes and attribute
performance)
19. Syariah Marketing Value
• Value bertujuan untuk merebut tempat di hati
pelanggan (how to create an emotions touch).
• Pergeseran selera pelanggan dimana fitur dan
benefit tidak cukup lagi untuk memuaskan
pelanggan.
• Value penanaman nilai2 yang makin lama makin
bermutu, meningkatkan value added bagi
pelanggan layanan memuaskan akan membuat
nama perusahaan semakin bergengsi dan menjadi
kebanggaan pelanggannya.
• Value harus disusun berdasarkan karakteristik
syariah.
20. Total Customer S a t i s f a c t i o n
• Is a person’s feelings of pleasure or
disappointment resulting from comparing a
product’s perceived performance (outcome)
in relation to his or her expectations
21. Definisi Expectation :
• Oliver (1980) : ramalan kinerja yang akan datang
• Spreng dan Olshavsky (1993) : suatu keinginan
atau bentuk idealnya
• Cadotte et.al. (1987) : norma-norma yang
berdasarkan pada pengalaman masa lalu
• Lovelock dan Wright (2000:88) : standar internal
dimana pelanggan dapat menggunakannya untuk
mempertimbangkan kualitas dari suatu produk.
• Ratnasari (2010): paradigma ideal untuk
memenuhi kebutuhan hidup guna mencapai
kondisi yang diridhoi Allah.
22. 5-22
Loyalty
A deeply held commitment to re-buy
or re-patronize a preferred product
or service in the future despite situational
influences and marketing efforts having
the potential to cause switching behavior.
24. 5-24
Product and Service Quality
Quality is the totality of features and
characteristics of a product or
service that bear on its
ability to satisfy
stated or implied needs.
26. 5-26
Total Quality Management
TQM is an organization-wide
approach to continuously
improving the quality of
all the organization’s processes,
products, and services.
28. 5-28
Estimating Lifetime Value
• Annual customer revenue: $500
• Average number of loyal years: 20
• Company profit margin: 10
• Customer lifetime value: $1000
29. Customer Relationship Marketing :
• Definisi (Gronroos:2000) :
“the process of identifying and establishing,
maintaining, enhancing, and when
necessary terminating relationships with
customers and other stakeholders, at a
profit, so that the objectives of all parties
involved are met, where this is done by a
mutual giving and fulfillment of promises”
30. • CRM is the process of managing detailed
information about individual customers and
carefully managing all customers “touch
points” to maximize customer loyalty.
• A customer touch points :
–Any occasion on which a customer
encounters the brand and product – from
actual experience to personal or mass
communications to casual observations.
31. 5-31
Framework for CRM
Identify prospects and customers
Differentiate customers by needs
and value to company
Interact to improve knowledge
Customize for each customer
32. 5-32
Table 5.1
Mass vs. One-to-One Marketing
Mass
• Average customer
• Customer anonymity
• Standard product
• Mass production
• Mass distribution
• Mass advertising
• One-way message
• Economies of scale
One-to-One
• Individual customer
• Customer profile
• Customized market
offering
• Customized
production
• Economies of scope
• Share of customer
33. 5-33
Customer Retention
• Acquisition of customers can cost 5 times
more than retaining current customers.
• The average customer loses 10% of its
customers each year.
• A 5% reduction to the customer defection
rate can increase profits by 25% to 85%.
• The customer profit rate increases over the
life of a retained customer.
34. 5-34
Figure 5.4 The Customer-
Development Process
Prospects
Suspects
Disqualified
First-time
customers
Repeat
customers Clients Members
Partners
Ex-customers
38. 5-38
Database Key Concepts
• Customer database
• Database marketing
• Mailing list
• Business database
• Data warehouse
• Data mining
39. 5-39
Using the Database
To identify prospectsTo identify prospects
To target offersTo target offers
To deepen loyaltyTo deepen loyalty
To reactivate customersTo reactivate customers
To avoid mistakesTo avoid mistakes
40. Marketing Plan (1)
• Perencanaan atau planning adalah
kegiatan awal dalam sebuah pekerjaan
dalam bentuk memikirkan hal-hal yang
terkait dengan pekerjaan itu agar
mendapatkan hasil yang optimal.
• “jika engkau ingin mengerjakan sesuatu
maka pikirkanlah akibatnya, maka jika
perbuatan tersebut baik, ambillah dan jika
perbuatan itu jelek, maka tinggalkanlah.”
(HR. Mubarak).
41. Marketing Plan (2)
• “Hai orang-orang yang beriman, bertakwalah kepada
Allah dan hendaklah setiap diri memperhatikan apa
yang telah diperbuatnya untuk hari esok (akhirat); dan
bertakwalah kepada Allah, sesungguhnya Allah Maha
Mengetahui apa yang kamu kerjakan.” (Al-Hasyr: 18)
• Konsep ini menjelaskan bahwa perencanaan yang
akan dilakukan harus disesuaikan denagn keadaan
dan kondisi pada masa lampau, saat ini serta prediksi
masa datang.
• Bahkan karena begitu pentingnya merencanakan
masa depan, muncul ilmu yang membahas dan
meramalkan masa depan yang disebut “futuristics”.
42. Marketing Plan (3)
• Dalam surat al-Insyirah: 7-8 Allah berfirman,
– “Maka apabila kamu telah selesai (dari suatu
urusan), kerjakanlah dengan sungguh-
sungguh (urusan) yang lain. Dan hanya
kepada Allahlah hendaknya kamu berharap.”
(al-Insyirah: 7-8)
• Makna dari ayat di atas adalah manusia tidak
boleh diam dan jangan diam. Rencanakanlah
untuk melakukan pekerjaan yang lain jika satu
masalah telah dikerjakan/diselesaikan.
43. 2-43
Levels of a Marketing Plan
• Strategic
–Target marketing
decisions
–Value proposition
–Analysis of
marketing
opportunities
• Tactical
–Product features
–Promotion
–Merchandising
–Pricing
–Sales channels
–Service
45. 2-45
Evaluating a Marketing Plan
Is the plan simple?
Is the plan specific?
Is the plan realistic?
Is the plan complete?
46. 4-46
Tools to Measure Marketing Plan
Performance
Sales
Analysis
Financial
Analysis
Expense-
to-Sales
Analysis
Market Share
Analysis
47. Fakta
• Masyarakat Memerlukan Kehadiran Bank Syariah
Namun Pemahaman Tentang Perbankan Syariah Masih Rendah.
Bunga
Bertentangan Dengan
Ajaran Agama
Paham
Produk & Manfaat
Bank Syariah
Provinsi
(% Penduduk Muslim)
Jawa TimurJawa Timur
(97%)(97%)
Jawa BaratJawa Barat
(98%)(98%)
Jawa Tengah & DIYJawa Tengah & DIY
(96%)(96%)
TABEL HASIL SURVEY PERSEPSI MASYARAKAT MENGENAI BANK SYARIAH
31 %31 %
62 %62 %
48 %48 %
10 %10 %
6 %6 %
16 %16 %
Source: BPS census 1990, public survey in W. Java, Central Java, Yogyakarta, E. Java, W. Sumatra, & Jambi, conducted in 2000-2001 by BI, IPB, Universitas Diponegoro,
Universitas Brawijaya, Universitas Andalas, & Universitas Jambi.
