Preferensi Strategi Pemasaran Bank Syari’ah Menanggapi Perilaku Konsumsi Masyarakat Saat Musim Panen

Authors

DOI:

https://doi.org/10.29240/jie.v2i2.246

Abstract

Consumption behavior that shown by the community during the harvest season has not aroused awareness of sharia banks to implement special marketing strategies in response to the phenomenon. This research is a field research with qualitative approach. The location of this research is in DusunSawah,North Curup District, RejangLebongRegency with the consideration of the number of people who work as farmers and the extent of agricultural land and plantations. The results showed that the consumption behavior of farmers in DusunSawah is consumptive during the harvest season. Consumptive behavior is influenced by three dominant factors, namely cultural factors, social factors, and personal factors. Therefore, the preference of marketing strategies that can be applied by sharia banks in response to consumptive behavior of farmer society ofDusun Sawah in harvest season is concentrated marketing strategy with the concept of event marketing and coffee break marketing.

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References

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Desha, Luki Viky, Perilaku Konsumtif, http://lukivikydesha.blogspot.com/, diakses pada 27 April 2017, pukul 23:00 WIB

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Manaf, Afdhol Abdul, Perilaku Konsumerisme Remaja, http://afdholhanaf.co.id, diakses pada 27 April 2017, pukul 23:00 WIB

Pradita, Karina Ayu, Begini Asal-usul Istilah Coffee Break yang Pasti Belum Kamu Tahu, https://www.brilio.net/, diakses pada 26 Juli 2017, pukul 20:00 WIB

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Published

2017-12-06

How to Cite

Anjaswara, R., & Hardivizon, H. (2017). Preferensi Strategi Pemasaran Bank Syari’ah Menanggapi Perilaku Konsumsi Masyarakat Saat Musim Panen. AL-FALAH : Journal of Islamic Economics, 2(2). https://doi.org/10.29240/jie.v2i2.246

Issue

Vol. 2 No. 2 (2017)

Section

Articles

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