Parwoto, Parwoto (2025) Strategi Pengembangan Bisnis Properti Tanah Kavling dan Perumahan Kota Metro dengan Pola Syariah (Studi Kasus Pengembang Properti Kota Metro). Masters thesis, IAIN Metro.

PDF Parwoto_2271040129_ESY_2025.pdf Download (1MB)

Abstract

The development of sharia property business in Metro City is currently showing positive growth, along with the increasingly crowded Metro City, making the need for property increase. However, the problem that occurs is the lack of interest of the Muslim community in choosing sharia property, and in the initial findings, sharia property developers are suspected of still practicing non-sharia principles. This study aims: (1) To find out and analyze the property business development strategy in Metro City from a sharia economic perspective, (2) To find out and map what factors influence the development of sharia property business in Metro City. The research method used in this study is a qualitative research type with a descriptive-qualitative approach. The objects of this study are sharia property developers in Metro City, Global Metro Property and Hijrah Metro Property. Data collection techniques in this study use observation, interviews and documentation. The data obtained were analyzed using data analysis techniques in the form of qualitative analysis with source triangulation and method triangulation techniques.

The results of this study indicate that: (1) Global Metro Property Strategy: Using Planning Strategy (Strategy of Plan), Positioning Strategy, and Marketing Strategy (Marketing by providing convenience, Digital Marketing, and Pick-up Marketing). (2) Sharia Property Hijrah Strategy: Using Human Resource Management Strategy, Differentiation Strategy (Different from competitors in terms of service, flexible installments every month), and Marketing Strategy (Digital Marketing, and Marketing with Referral Strategy). (3) Supporting Factors: Population Development (The number of Metro City residents continues to increase), Geographical Location (Metro City as a strategic location), and Sharia Principles (Sharia-based property business provides its own advantages). (4) Inhibiting Factors: Lack of Public Understanding of Sharia Property, Short Tenor, Large Down Payment, and Delayed Installment Payments (affecting the financial turnover of the sharia property business).

Keywords: Sharia Property, Strategy, Sharia Marketing

Actions (login required)

View Item