THE EVALUATION OF SHARIA MARKETING IMPLEMENTATION AT MUAMALAT BANK BRANCH SURABAYA.

"THE EVALUATION OF SHARIA MARKETING

IMPLEMENTATION AT MUAMALAT BANK BRANCH

SURABAYA "

UNDERGRADUATE THESIS

By :

AHMAD HABIB MUSTOFA NIM : C04212002

SUNAN AMPEL ISLAMIC STATE UNIVERSITY

FACULTY OF ISLAMIC ECONOMICS AND BUSINESS

DEPARTMENT OF SHARIA ECONOMICS

SURABAYA

THE EVALUATION OF SHARIA MARKETING

IMPLEMENTATION AT MUAMALAT BANK BRANCH

SURABAYA

UNDERGRADUATE THESIS

Submitted to

Sunan Ampel Islamic State University

To Meet One of The Requirements

To CompleteTheBachelor Degree

In Sharia Economics

By :

AHMAD HABIB MUSTOFA

NIM : C04212002

Sunan Ampel Islamic State University

Faculty of Islamic Economics and Business

Department of Sharia Economics

Surabaya

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Sebagaicivitasakademika UIN SunanAmpel Surabaya, yang bertandatangan di bawahini, saya:

Nama : Ahmad HabibMustofa

NIM : C04212001

Fakultas/Jurusan : EkonomidanBisnis Islam/EkonomiSyariah E-mail address : habibmustofa72@gmail.com

Demi pengembanganilmupengetahuan,

menyetujuiuntukmemberikankepadaPerpustakaan UIN SunanAmpel Surabaya, HakBebasRoyalti Non-Eksklusifataskaryailmiah :

√Skripsi Tesis Disertasi Lain-lain(………)

yangberjudul :

THE EVALUATION OF SHARIA MARKETING IMPLEMENTATION AT MUAMALAT BANK BRANCH SURABAYA

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Surabaya, 26 Agustus 2016 Penulis

KEMENTERIAN AGAMA

UNIVERSITAS ISLAM NEGERI SUNAN AMPEL SURABAYA

PERPUSTAKAAN

Jl. Jend. A. Yani 117 Surabaya 60237 Telp. 031-8431972 Fax.031-8413300

E-Mail: perpus@uinsby.ac.id

APPROVAL OF MENTOR

Undergraduate thesis written by Ahmad Habib Mustafa NIM. C04212002 has been inspected and approved to be tested.

Surabaya, 20 July 2016 Mentor,

Dr. Muhammad Lathoif Ghozali, MA. NIP. 197511032005011005

ABSTRACT

Undergraduate thesis entitled "The Evaluation Of Sharia Marketing Implementation At Muamalat Bank Branch Surabaya" This is the result of quantitative research aimed to answering the question whether there is a gap or not between the ideal concept of sharia marketing with the practice at Muamalat bank branch Surabaya and to analyze which dimensions are the causes of gap between practice with theory.

The research methodology is quantitative, to analyze the differences between two object using paired t-test. The method used is a survey method, which in this study, researcher selected a number of respondents in this case are the marketing staffs as a sample and give them a questionnaire. Also supporting data collection through interviews with informants in this study are employees of PT Muamalat Bank Indonesia Tbk. branch Surabaya.

The results obtained the significant differences between the ideal concept of sharia marketing with marketing practices in Muamalat Bank Branch Surabaya. This difference is come from paired t-test result which the practice scores are taken from marketing staff of Muamalat Bank through the quistionnaire. And in this case, humanistic dimension (Insãniyyah) is a lowest dimension in score compared to the ideal concept of sharia marketing. This dimension includes human nature are maintained and preserved, not discriminating customers with their social status, race or ethnicity. Then in the next sequence is a realistic dimension (waqiyyah) was on the second level of gap make a difference between theory and practice. These dimensions include the attitude of a syariah marketer such as flexible, professional, proficient and expert in the field of marketing.

Based on the discussion and analysis result in this research, author indicated that the marketing staffs of Muamalat Bank Branch Surabaya still needs to improve the terms of competence to survive, to compete in each market and business conditions. Furthermore, For Muamalat Bank Branch Surabaya, especially its marketing staff to retain their performance in sharia marketing principles and improve their competence in terms of marketing to make their bank as a beyond bank and become economy solution for Ummah.

TABLE OF CONTENTS

Pages

INSIDE COVER...………... i

STATEMENT OF AUTHENTICITY ………... ii

APPROVAL OF MENTOR …...……….. iii

VALIDATION.. ……….……….... iv

ABSTRACT …...………..………... v

PREFACE ...…………..………... vii

TABLE OF CONTENTS ………..…………....……... viii

LIST OF TABLES ………..………..…………... ix

LIST OF PICTURES ………..………... x

LIST OF TRANSLITERATION ………..………….. xi

CHAPTER I PREFACE ………...…….. 1

A. Introduction ...………... 1

B. Formulation of Problem ………….……... 9

C. Research Purposes ……….….………. 10

D. Benefits of research …….…………... 10

CHAPTER II LITERATURE REVIEW ……….. 12

A. Theoretical Basis ..………...….….……….. 12

B. Relevant Previous Research ….…... 24

C. Conceptual Framework .…………....…... 34

D. Hypothesis .………...….…… .………...…. 35

CHAPTER III RESEARCH METHOD ..……….…... 36

A. Types of Research..………...…………... 36

B. Time and Place of Research …….……... 36

C. Population and Sample of Research ……... 37

D. Variable of Research …….………... 37

E. Operational Definition…….……….... 38

F. Validity dan Reliability Test …….………. 39

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1. Types of Data …..……….…... 41

2. Data Sources …….…...…….………... 41

H. Data Collection Technique …………... 42

I. Data Analysis Technique …….…..……... 45

CHAPTER IV FINDINGS ………...……….. 47

A. General Description of Research Object ... 47

1. Place of Research …….…..…….……... 47

2. Characteristics of Respondents …... 64

B. Data Analysis.….…….…….…..…….….... 66

CHAPTER V DISCUSSION …….…..…….…..…….…... 76

CHAPTER VI CLOSING ………... 82

A. Conclusion ……….….. …..………...…….. 82

B. Suggestion ………..…. 83

BIBLIOGRAPHY ………...………..…………... 84

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LIST OF TABLES

Tables Pages

1.0 Characteristic of respondents by gender ... .. 64

1.1 Characteristic of respondents by age... 65

1.2 Characteristic of respondents by education level... 65

1.3 Characteristics of respondents by position... 66

2.0 Validity test sharia marketing gap variable... 68

2.1 Reliability test sharia marketing practice score variable ... 70

2.2 Normality test marketing practice score variable (y)... 71

2.3 Paired t-test analysis... 73

3.0 Mean each dimension... 82

LIST OF PICTURES Pictures Pages 1.0 The Organizational Structure of Muamalat Bank for Branch Office ... 50

1.1 Funding products chart ... 58

1.2 Financing products chart... 61

1.3 Q-Q Plot chart... 72

CHAPTER I

PREFACE

A. Introduction

May 1992 represents a new chapter in Indonesian banking industry. Since then, sharia banking exist in Indonesia, precisely with the operation of PT Bank Muamalat Indonesia (BMI), on the initiative from Indonesian Ulama Council (MUI), which is supported by a group of businessmen and Muslim scholar1. The legal basis for the operation of banks that use Islamic system, when it is only categorized as "sharing system banking" without specifying the legal basis of sharia and the types of businesses which allowed.2

Kasmir said, according to pricing method, banks are divided into two kinds : conventional banks and sharia banks. The main difference between those two is the pricing method, either the selling price or the purchase price. Pricing is always based on the interest for conventional banks, whereas Islam, wearing a draft scheme for sharing profit, either profit or loss3, until the marketing aspect in Islamic financial institutions

1_{Amir Machmud dan Rukmana, Bank Syariah : Teori, Kebijakan, dan Studi Empiris di Indonesia}

(Jakarta : Erlangga, 2010), 97.

2_{Ali Mutasowifin, ‚Menggagas Strategi Pengembangan Perbankan Sharia di Pasar Non}

Muslim,Jurnal Universitas Paramadina, Vol. 3, No. 1 (Jakarta : Paramadina University, September 2003), 27.

2

and Islamic business transactions using the principles and teachings which have been taught by Islam.

Marketing is one of the things that can not be separated in business activity. Marketing is not just as a function within the company, but how the market could run in a creative and innovative. Marketing is not just a study to sell or as understood in some circles just mere marketing mix. However, understanding of marketing itself has a broader scope.4

Event marketing has always been there in every business, whether profit-oriented or social enterprises. The importance of marketing is a must in order to meet the needs and desires of the community for product or service. Marketing increases importantlyas the increasing knowledge of the community. The marketing process becomes an important part in offering products to prospective buyers. Marketing can also be done in order to face competitors from time to time5. in the other terms, marketing is a process that begins long before the activities of goods / materials in the production process.6

As a business strategy, marketing is the act of adjusting a market-oriented organization in the face of the reality of business, both within

4_{Hemawan Kartajaya, Syariah Marketing, (Bandung : Mizan Media Utama, 2006, 139.} 5_{Kasmir, Pemasaran Bank, (Jakarta : PT Kencana, 2008), 52.}

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the micro and macro environment which constantly changing.7Based on the development of theory and concepts, Hermawan Kartajaya divide his thoughts into three milestones, which indicates three waves of evolution growing marketing in general. The first milestone of the marketing concept that was developed more emphasis on Marketing Rational approach. In the second milestone, he saw that this approach is not enough anymore so we need an approach called Emotional Marketing. In the third milestone, he argues that the approach to business has shifted from a rational, to emotional, then to spiritual.8

In the present and in the future, especially after the outbreak of the financial scandal that erupted in the United States in the 2000s were marked by the collapse of the giant companies such as Enron, Worldcom, or Global Crossing, then the economic crisis that hit Indonesia and Asia particularly, recession and global economic imbalances in general, is a proof that there is something "wrong" in the system adopted today. The fact that 63 banks have been closed, 14 banks have in-take-over, and nine more banks is recapitalized at a cost of hundreds trillions rupiah.9

Marketing era has shifted towards spiritual marketing. In this spiritual level, marketing is already addressed as "call of the soul". The marketing practices returned to the essential functions by a thick morality. The principles of honesty, empathy, love, and concern for others

7_{Ali Hasan, Marketing, (Yogyakarta : Media Pressindo, 2008), 1.} 8_{Hermawan Kartajaya, Marketing 3.0, (Jakarta : Erlangga, 2010), 13}

4

become dominant. On the intellectual level, language used is "language of logic" and on the emotional level is "language of sense", then on a spiritual level used "language of heart". Because conscience is a lantern that lights will indicate which direction to be addressed. Conscience is the "ultimate weapon" to win the competition.

A number of companies which collapsed above shows that no matter how great a business strategy, whatever sophisticated marketing tools that run, all of it would be useless if it is not based on spiritual values solid. The accounting manipulation case in the history of US business activity that shows how the increasing complexity of the business, the more sophisticated management tools, and more advanced devices did not make the regulation of business practices are becoming increasingly mature and civilized. On the contrary, the more excessive without ethics, without morals and without handles.10

Sooner or later the company must improve its ability to maintain

and develop the company. Company’s benchmark is the subscription and

all the functions work together to serve and satisfy the customers. Finally, many marketing experts say that marketing needs to be prioritized in the company if the customer needs to be satisfied efficiently. In this case, the management of marketing plays an important role for the company to keep running ahead in business. Successful marketing is certainly a good concept anyway, there is no element of

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fraud or dishonesty, and such a marketing uses the concept of marketing like religious or putting in religious elements. So that there is a prudence in marketing.

Marketing activity in sharia perspective is all business in the form of creation activities, offers and value changes that allow perpetrators to grow and leverage their emergence fortified with honesty, fairness, openness, sincerity, according to the contract process based on Islamic principles11. Allah Swt reminded to always avoid unjust acts in the business included in the process of creation, supply and process of value changes in marketing.12

Allah said in surah shaad : 2413

ا غۡ يٱا ٓ خۡٱ ايِ ا يثكاَوإ اۦه ينا ٰ ٱإا ۡينا سبا اۡدقٱا ق

اَي ا ۡ ا َ الي ق ات ٰح َٰصٱ اْ اْ اي َٱ ا َ إاضۡيبا ٰ ا ۡ ضۡيب

اا ن اۤ يك ا َۤ ا هَب ا فۡغ ۡس اهَٰ ا َن اۥ ۥ

He (Dawood)said, ‚Certainly, he haswronged you bydemanding

your ewe (inaddition) to his ewes.And indeed, manypartners oppress oneanother, except thosewho believe and dorighteous deeds andthey are

few.‛ AndDawood become centainthat We had tried him,and he

askedforgiveness of his Lordand fell down bowing(in prostration) andturned (to Allah) inrepentance.14

11_{Abdullah Amrin, Asuransi Sharia, (Jakarta : PT. Elex Media Komputindo, 2006), 207.}

12_{Muhammad Syakir Sula, Asuransi Sharia (Life and General); Konsep dan Sistem Operasional,}

(Jakarta : Gema Insani press, 2004), 424.

13_{Departemen Agama RI, Al-‘Aliyy, Al Qur’an dan Terjemahnya, (Bandung : Penerbit}

Diponegoro, 2005), 363.

14_{Abdullah Yusuf Ali, The Holy Qur’an : Text, Translation, and Commentary, (New York :} Tahrike Tarsile Qur’an, Inc., 2001), 635-636.

6

Sharia market is an emotional market while the conventional market is a rational market. It means people are interested in doing business in sharia market for religious reasons which more emotional, not because a benefit financially. On the contrary, in conventional marketing people want to get profit as much as possible, without being too concerned whether the business they do and how to get those results may be distorted or even contrary to Islamic principles.

An expert in Islamic economics, Hafidhudin Didier says otherwise, that people who are on the sharia market are actually very rational in determining the choice. He also said people who are in the category of emotional market is usually more critical, more thorough and meticulous in comparing with conventional bank or insurance that had been used before its choice to sharia market.

In addition, according to Budi Wisakseno15 who is a former Board of Directors of Bank Muamalat Indonesia said that the understanding of dichotomy between the rational customer and emotional customer is wrong. How to think like that, he said, is based on the theory of secular conventional marketing.Everything is based on religious way of thinking will be said as something irrational. When a rational customers get the information that the bank interest rate (conventional) is high, he will drawhis funds from Islamic banks to the conventional banks

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Conventional marketing theory says this is a rational attitude as he tries to escape from the situation which less favorable. However, this fact can also be said to be emotional way of thinking, because only consider the advantages of the world, but ignore the advantages hereafter. Instead, an emotional customer, according to some people has two time perspectives actually. First, the perspective of the time, when he was still alive in the world. Second, the perspective of time after death, namely the period since the customer dies or life beyond the grave until the time when humans will be calculated good deeds and bad for living in the world (judged).

Their perspective of time after death on Muslim customers can explain why an Islamic bank customer can even receive a benefit whose value is smaller as long as it was lawful. Indeed, business and marketing practices actually shifted and transformed from an intellectual level (rational), to emotional, and ultimately to the spiritual. In the end, consumers will consider the suitability of products and services to our spiritual values he believed.

The sharia marketing concept itself evolved over the development of sharia economy. Some companies and sharia banks have applied this concept and have yielded positive results. In the future predicted sharia marketing will continue to grow and trusted by the people because of the values that correspond to what the community needs, honesty.

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Muamalat Bank, as the first Islamic bank in Indonesia which should have strong idealism about sharia principles which applied in the execution of every business activity. Bank Muamalat will sooth the application of Islamic principles muamalat evidenced by the establishment of the institute which aims to educate employees to become professional sharia bankers, including being a reliable sharia marketer.

And to achieve the goal of becoming professional Islamic bank, Muamalat bank trainsits managers and employees in Muamalat Institute. this is done to establish the great sharia bankers and professional sharia marketers.

Despite of that, many staff of Muamalat bank are derived from conventional bank. Guntur Subagja, Chairman Indostrategic Economic Intelligence said that Currently there are 12 Islamic banks which operate with total of 48 directors. From those numbers, the directors who come from conventional banks 37 (77%) and only 11 directors in the last five years doing business in Islamic banking. "Surprising and alarming at the same time," he said.

Two of the largest Islamic banks in Indonesia's iconic national Islamic banking, Bank Syariah Mandiri (BSM) and Bank Muamalat, all directors are derived from conventional banks. BSM take the directors of its conventional bank, Mandiri Bank. MuamalatBank which established with the Islamic spirit by ICMI (Association of Indonesian Muslim

9

Intellectuals), all directors are derived from the conventional foreign-owned banks.16

When the Islamic bank just be seen as a system, so the bank will run without the Islamic values that have been used as the advantages of Islamic banking. Though these values, which is used to position the banking authority of Islamic banks is more than just a bank (beyond banking).

Moreover, a lot of marketing staff of Muamalat bank was derived from conventional banks. So the understanding aboout Islamic banks, including the implementation of sharia marketing is still lacking. Also in Muamalat bank Surabaya, six out of ten marketing staff is derived from conventional banks. These things need to be questioned regarding the understanding and ability of professional syariah marketer in conducting such as Islamic business.17

But even then we can not just blame one party, the Islamic banks. But we also have to investigate whether the values of Islam including sharia marketing has really adopted and applied to the entire layer of banking employees. If not, then it must be followed up,so such incidents will not return in Islamic banks that prejudice the customers, banks and other parties.

16_{Paulus Yoga, ‚Mayoritas Direksi Bank Syariah dari Konvensional‛,}

http://infobanknews.com/mayoritas-direksi-bank-syariah-dari-konvensional, ‚accessed on‛ 10

April 2016.

10

Departing from the problems above, the author would like to investigate more about implementing sharia marketing in Islamic banks that exist today. Due to limitations of time and place, the authors will examine in Muamalat bank entitled " The Evaluation of Sharia Marketing Implementation at Muamalat Bank Branch Surabaya"

B. Formulation Of Problem

By looking at the background above,it can be formulated problems research as follows:

1. Is there a gap between the concept of sharia marketing and the practice at Muamalat Bank branch Surabaya ?

2. On what dimensions are the gap between the concept of sharia marketing and the practice at Muamalat Bank branch Surabaya ? C. Research Purposes

Based on the formulation of problem above, then the purpose of this study is to provide feedback and evaluation for Islamic banks, especially for Muamalat Bank branch Surabaya about its implementation of sharia marketing which are specifically described into two points :

1. To determine whether there is a gap between the concept and theory in Islamic marketing applicability in Muamalat Bank Branch Surabaya.

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2. To determine what are the dimensions led to a gap between the concept and practice of sharia maketing in Muamalat Bank branch Surabaya.

D. Benefits Of Research

The expected results of this study is giving an input for both theoretical and practical. The results of this study were divided into two :

1. Theoritical Aspect

a. To contribute to knowledge and add the repertoire of knowledge. b. Expected to provide additional for science, especially relating to the

marketing field of Islamic banking, especially in the sharia marketing aspects.

2. Practical Aspect

a. Expected to contribute ideas as study materials as well as consideration for the relevant agencies.

b. Expected to be the insight and knowledge to the community, to understand the sharia marketing implementation in Islamic banking. c. For Islamic Banks, with this study are expected to Islamic banks

could continue to evaluate the implementation of sharia marketing activities. So that, sharia principles can actually run on their business activities, especially in their products and services. Moreover, Islamic banks will be more trusted by customers as beyond banking to the people in the future.

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d. for author himself, as a studying of knowledge, especially aboutsharia marketing implementation in Islamic banking.

e. Next researcher, as reference material in researching and reviewing the same problem in the future.

CHAPTER II LITERATURE REVIEW A. Theoretical Basis

The word "sharia" has existed in Arabic before the revelation of the Quran. Words that convey the same meaning to it also mentioned in the Taurat and Injil. Which is always hinting at the meaning of "the will of God is revealed as a manifestation of His power over all human actions."1

In Al-Quran the word Shari'ah mentioned only once in Surah Al-Jatsiyah,

او ۡي ا اي َٱ ا ٓ ۡ ا ۡ َ ٱا ا ۡي َٱ ا ۡ ۡٱ ايِ ا ي ا ٰ ا ٰ ۡ ي اَ

(Surah al-Jatsiyah: 18)2

Then it appears in the form of a verb and downs three times.

ا ي ٰ ۡبإآۦهبا ۡيَص ا ا ۡيٱإآ ۡيح ۡ ا ٓي َٱ ا ح ناۦهبا ٰ َص ا اي ِدٱ ايِ ا ٱاع

ا اييك ۡش ۡٱ ا ا كاۚهي اْ قَ ف ٱا اي ِدٱ اْ يق ا ۡو ا ٰٓ سي ا ٰ س

ايي اي اهۡيٱإا ٓيد ۡ ا ٓ ش اي اهۡيٱإآ ۡ ا َٱ اۚهۡيٱإا ۡ ۡدٱ

( Surah As-Shura: 13) 3

The word shari>‘ahcomes from the word syara'a al-syai'a which means 'explain' or 'explain something'. Or is derived from the word syir'ahwhich meansa

1_{Encyclopedia Brittanica, X, (Micropedia)). Noted from Hermawan Kartajaya, Sharia Marketing,}

,Ushul Al-Sharia,(Kairo, Egypt, 1978), 49.

2_{Departemen Agama RI, Al-‘Aliyy, Al Qur’an dan Terjemahnya, 383.}

2

place that is used to draw water directly so that the person who took it did not need the help of other tools.4

Shaykh Al-Qaradawi said the scope of understanding of sharia in the view of Islam is very broad and comprehensive (al-syumul). It contains the meaning govern all aspects of life, ranging from aspects of worship (the human relationship with God), family aspect (such as marriage, divorce, living, wills, inheritance), aspects of the business (trade, industry, banking, insurance, debts, marketing , grants), economic aspects (capital, zakat, baitul maal, fa'i, ghanimah), legal and judicial aspects, aspects of law to relations between states.5

Marketing itself is a form of mu’amalahjustified in Islam, throughout the transaction process maintained in all of the things forbidden by sharia provisions.

Philip Kotler defines marketing as "A social and managerial process which individuals and groups obtain what they need and want through creating deals, and exchange of products or value to the other party.

This definition is based on the core concepts, such as: the need, the desire and demand for the products (goods, services, and ideas), value, cost and satisfaction, exchange and transactions, relationships and networks, markets and marketers and prospects. This means, in sharia marketing, the whole process, both the creation process, bidding process, and the process of changing the value, should not be things that are contrary to the contract and the principles of Islam.

4_{Muhammad Fu’ad Abdul Baqi, Mu’jam Li Alfazh Al-Qur’an Al-Karim, (Kairo: Darut}

Hadits, 1364 H ), chapter 2, 13.

3

Sofar, as it can be guaranteed, and deviations of Islamic principles do not occur in any transaction in marketing may be allowed.

In the rules of fiqh mentioned, al muslimu>na ‘ala syuru>tihim ill

a>

syart}an h}arrama h}al

a>

lan aw ah}alla h}ara

>

man (Muslims tied to business deals they

make,unless an agreement which forbids h}alal.

There are four characteristics of sharia marketing can be a guide for marketers as follows:6

1. Theist (rabba>niyyah): the soul of sharia marketer believes that the laws

of sharia, is the fairest, most perfect, most aligned with any form of kindness, most can prevent any kind of damage, the most able to realize the truth, destroy falsehood and disseminate benefit.

2. Ethic (akhlāqiyyah) : Another feature of sharia marketer in addition to

the theist (rabba>niyyah) also because it is promoting moral virtue in all aspects of its activities, because the moral values and ethics is a universal value, which is taught by religion.

3. Realistic (al-waqiyyah) : sharia marketer is a flexible marketing concept,

as well as the breadth and flexibility sharia which underlying it. Sharia marketers are the professional marketers with the clean appearance, neat and understated, any model or style of dress they wear, work by promoting religious values, piety, moral aspects and honesty in all their marketing activity.

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4. Humanistic (Insāniyyah) : another sharia marketer privilege is their

universal humanistic, sharia was created for people to rank up, maintained and preserved human nature. Sharia is created for human beings according to their capacities, regardless of race, gender, color, nationality and status. This makes sharia becomes universal.

There are five principles of sharia marketing perspective described by Hermawan Kartajaya:

1. Sustainable Marketing Enterprise (SME)

A marketing model which company is able to survive and succeed not only at present but also in the future. That the company went through a phase as a phase of human life, which must defend themselves in times of crisis and changes in circumstances. If companies want to stay alive, company leaders must take action before the crisis at hand, so the company begin back in its life cycle. A good company is a company that can maintain a continuous situation in order to survive in a changing market.

2. Islamic Business Marketing Landscape a. Change

Change is something that will definitely happen. Power of change consists of five elements, they are : technological changes, changes in economic, political changes, social- cultural and market changes. The most important change is the change in technology, because technology will give a wider effect on all aspects which will also undergo a change. Developments in technology gave the sharia company a considerable

5

influence. Aside from being operational support and standard services, technology also demonstrates its seriousness in implementing the principles of sharia marketing. Easy for consumers to get information and communicate.

b. Competitor

Globalization and technological change creates a tight competition. Markets are becoming increasingly complex, open and modern. In the face of competition and openness of self-motivation required to attempt to create a win-win situation between the company and its competitors. As the sharia company's commitment, honesty, fairness, maslahah are always be the standard in fair competition although market players often less moral behavior.

c. Customer

Effect of the innovations of technology underlying socio-cultural changes. The birth of revolution in the field of information of technology and telecommunication changes the outlook and behavior of society, for example, the presence of internet has brought changes in all sectors of human life. Each product and service is actually intended for the benefit of people who buy a product or service should be given the fullest attention. For sharia companies globalization brings many benefits and opportunities to be better. Effect of information and technology is like a double-edged sword depending on the way and our attitude in taking the benefits.

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3. Sharia Marketing Strategy a. Segmentation

Segmentation is the art to identify and exploit the opportunities that arise in the market. In view of the market, companies must be creative and innovative in addressing the development, because segmentation is an initial step determines the overall activities of the company.

b. Targeting

Targeting is company's strategy to allocate resources effectively, since resources are limited. By aiming a spescific target our efforts will be more focused. By that the company should target a market which will be entered in accordance of competitiveness, (competitive advantage).

According to Warren in his book Global Marketing Management, the criteria of target market is the market size with potential competition, and compatibility with feasibility. Of course, to keep the company should have comparative and competitive advantages and possessed the appropriate resources. There are two things that are needed in market segmentation. First, the chosen market is large enough and profitable (market size). Both targeting strategies should be based on a company's competitive advantage. secondly, competitive situation. By |that the company should be able to get heart and soul of consumers. Both long term and short term.

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c. Positioning

Is a strategy to win a position in the minds of consumers, so this strategy is related to how to build trust, confidence, and competence for customers. This positioning establishes how the product or company identity embedded in the minds of consumers who have conformity with the competences of the company to gain trust, credibility and recognition from consumers. Positioning should be sustainable to the changes that occur in the market. Sharia company must build a strong and positive positioning, the image of sharia must be maintained by offering values corresponded with sharia principles.

d. Differentiation

Differentiation is the act of designing a set of significant differences in the company's offer. This differentiation can be content (what to offer) and context (how to offer) and infrastructure (capability to offer). Content is a dimension of differentiation that refers to the value which offered to customers.Context is a dimension refers to the way our product offers. While referring to the technological infrastructure, human resources (people) and facility (facility) also used to create the differentiation of content and context.

e. Marketing Mix

Marketing mix known as 4P and the elements are product, price, place, and promotion. Product and price is the component of offers, while

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the place and promotion is a component of access. Marketing mix is intended how to integrate an offer from the companywith availableaccess.

This integration process is the key to success of the company's marketing efforts. This model is also needs the creation tactic for marketing mix which should be based on the creation of differentiation in terms of content, context, and infrastructure. Forsharia companies, for its offers, the product and the price must be based on the values of honesty and fairness in accordance with the principles of sharia. The quality of supplied products must match the offer. So the company is prohibited to hide the defects of the products offered. Whereas in determining the price, the company must give priority to the values of justice. If the quality of its products is good, price can be high, otherwise if the product is not qualified to the quality.

Access components in the form of promotion for sharia companies should describe what is on offer in real terms of products or services of the company. Promotion should not show too much imagination for consumers because it includes fraud and deceit. In determining the places or distribution channels, the company must give priority to areas that correspond with the target market so that it can be effectively and efficiently. The integration process of offers and access should be based on the principles of fairness and honesty.

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f. Selling

Selling is the delivery of goods or services from the seller to the buyer at an agreed price on a voluntary basis. Many people believe that selling is maximizing sales activities to create a win-win situation for seller and buyer. Sharia companies should make the consumer as a friend with an attitude of helping and honesty as the main foundation.

4. Sharia Marketing Value a. Use a Spritual Brand

Brand is an identity of the company's products or services. Brand reflects the value given to the consumers. Besides positioning and differentiation which has been formed, the brand will add value to the products and services offered. A good brand is a brand that has a strong character and for companies or products that implement sharia marketing or principles of sharia. A brand which does not contain elements of gambling, fraud, usury, do not contain elements of injustice and not endanger themselves or other people.

b. Service Should Have The Ability to Transform

To become a large company and sustainable, companies must pay attention to sharia marketing service offered to maintain customer satisfaction. They must really care about attitude, good conversation, body language, be sympathetic, gentle, polite, respectful and loving.

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c. Process

The process reflects the quality, cost and delivery (QCD). The quality of product or service depicted by a good process, from the production process until delivery to consumers appropriately and in an effective and efficient cost. The process in the context of quality is how to create a process that has more value to consumers. The process in the context of cost is how to create an efficient process that does not cost that much, but the quality is guaranteed. Meanwhile, in the context of the process of delivery is how the process of sending or delivering a product or service that the company offers to consumers.

5. Sharia Marketing Scorecard

Sharia principle in marketing is to create value for its stakeholders. Three stakeholders of a company are people, customers and shareholders, because all three are instrumental in running the business. Horizontal relations and vertical relations should be maintained properly in order to maintain a harmonious relationship with stakeholders and the main thing is the relationship with the creator.

There are nine ethical marketers, those are the principles for sharia marketers to execute marketing functions, they are :

1. Having a spiritual personality (Taqwa>) 2. Behave bail and sympathetic (S}iddi>q) 3. Behave fair in business (Al ‘Adl) 4. Be humble (Khidmah)

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5. Keeping a promise and not cheating 6. Honest and trustworthy (Al Ama>nah) 7. Do not like prejudice (Su>uz}z}hann) 8. Do not like to speak ill (Ghi>bah) 9. Do not do bribes (Rishwah)

In addition there are five thing must be owned by a sharia marketer theyare:

1. S}iddi>q (truthful and honest): this behavior must be applied in marketing, in

their dealings with customers, in dealing with customers, and in their dealings with business partners.

2. Ama>nah (reliable, credible): in other means are trustworthy, responsible and

credible, it also means the desire for something to fulfill in accordance with the provisions. Among the values associated with honesty.

3. Fat}a>nah (smart): can be interpreted as an intellectual, ingenuity or wisdom.

Fat}a>nah leaders are leaders who know, understand and appreciate deeply all the duties and obligations.

4. Tabli>gh (communicative): means communicative and argumentative. People

who have this trait will deliver it correctly and with proper speech. Talk to other people with something that is easily understood, discuss and conduct business presentations with easily understandable language so that people easily understand the business message we want to convey.

5. Istiqa>mah:means consistent, which sharia marketer in the practice of

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These five characters are the characteristic of prophet Muhammad peace be upon him, which was already well known but they are rarely implemented, especially in the business world. Sharia marketing comparison with conventional marketing can be explained in several things, they are7:

a. Concept and Basic Philosophy

Conventional marketing is a freevalue marketing. Marketers are just more focused on achieving sales targets established by the company. In sharia marketing, marketers must feel that any marketing activity were being watched by Allah, so be very careful in maintaining their marketing activity.

b. Ethical Marketer

Sharia Marketers uphold ethics in marketing to potential customers. Avoid lies, exaggeration in the promotion, keeping honesty and promise. Compared to conventional marketing which tend to be free and using ways though contrary to sharia.

c. Approach with Consumers

Consumers in sharia marketing placed as an equal partner. The Company does not make the consumers as objects to buy the products. Company shall not conduct marketing activities that harm consumers. Always strive to create product value and positive feedback from customers. In contrast to the conventional marketingwhichmake the consumers as an object to achieve sales targets alone. Consumers are sometimes harmed by the promise with the different reality.

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d. Perspective Against Competitors

In sharia marketing, any company can compete fairly and respectively. Each has a chance to thrive without dropping its competitors. Competitors are partners who participated in the successful implementation of sharia economy. It is different to the conventional marketing which tend to regard competitors as the opposing party to be shut down because they can inhibit the company’s pace.

e. Work Culture

Work culture that should be applied is how the work culture promoted by prophet Muhammad that has honesty, intelligent or competent, responsibility (mandate) and be able to disseminate and communicate the good work activities (sermons)

B. Relevant Previous Research

Research conducted is "The Evaluation of Sharia Marketing Implementation at Muamalat Bank Branch Surabaya". This study will not be separated from previous relevant studies as the views and references.

Based on the literature study conducted by the authors, the literatures related are as follows :

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1. The Implementation of Sharia Compliance at Non-Bank Sharia Financial Institution : KJKS BMT Al-Mubarok Candi Sidoarjo (Implementasi Syariah Compliance Pada Lembaga Keuangan Syariah Non Bank : Analisis KJKS BMT Al-Mubarok Candi Sidoarjo).8

This research was conducted by Dewi Riza Lisvi Vahlevi in 2015. The study's principal in this thesis is the implementation of sharia compliance at Non-Bank Sharia Financial Institutions (KJKS-BMT Al-Mubarok Candi Sidoarjo). In this case, the discussion is limited to the sharia compliance at Non-Bank Shariah Financial Institutions and Shariah Supervisory Board (DPS).

This thesis using qualitative methods of research literature on the sharia complience in KJKS, so that the research tried to find out how obedient KJKS Al-Mubarok against the principles of sharia. The results of this study found that after being given ten questions of shariah compliance, KJKS Mubarok get value 9, so KJKS Al-Mubarok is adhered to the shariaprinciples.

As in the present study, author will be referred specifically sharia compliance. Namely in marketing activities, so it is called sharia marketing. Researcher wanted to test the sharia banking financial institutions and not at the Baitul Ma>l. In addition, research conducted

8_{Dewi Riza, ‚Implementasi Sharia Compliance Pada Lembaga Keuangan Sharia Non Bank} Analisis KJKS BMT Al-Mubarok Candi Sidoarjo‛ (Undergraduate Thesis - - Sunan Ampel

15

by quantitativemethods and the marketing division at Muamalat Bank as the subject studied.

2. Marketing Management of Islamic Banking : Strategic Observation of Sharia Marketing Through Marketing Mix and SWOT Analysis at LKS Micro Finance Muamalah outlet Nurul Jadid Paiton Probolinggo (Manajemen Pemasaran Perbankan Syariah : Tinjauan Strategi SyariahMarketing Melalui Marketing Mix dan Swot Analysis Pada LKS Micro Finance Gerai Muamalah Nurul Jadid Paiton Probolinggo)9

The study was conducted by Ahmad Thoyyibul in 2015. Conceptually, the focus of research studies of this thesis is the implementation of marketing strategy (Marketing Mix And SWOT Analysis) in sharia financial institutions (LKS), due to the phenomenon of marketing activities that occured in the LKSmicro-finance Muamalah outlet Nurul Jadid shows that the strategy of marketing is done effectively, but it is still minus that occurred, namely the existence of problems related to financing problems for customers while the service is already optimal and maximum.

Based on these problems, this research asked about three things. They are: first, what is the condition of the development of internal and external environment that influence the realization of the

9_{Ahmad Thoyyibul, ‚Manajemen Pemasaran Perbankan Sharia Tinjauan Strategi Marketing} Sharia Melalui Marketing Mix Dan Swot Analysis Pada LKS Micro Finance Gerai Muamalah

Nurul Jadid Paiton Probolinggo‛ (Undergraduate Thesis - - Sunan Ampel Islamic State University, Surabaya, 2015), 30-59.

16

implementation of marketing strategies in the LKS micro-finance Muamalahoutlet Nurul Jadid Paiton Probolinggo; second, how does the concept of marketing mix and SWOT analysis can be used as a benchmark variable in order to implement the marketing strategy at LKSmicrofinance Muamalah outlet Nurul Jadid Paiton Probolinggo; Third, how does the impact of the marketing strategy for LKS Nurul Jadid Paiton Probolinggo so far, whetherit is really affect the operations and performance of the LKS-micro finance or not.

These three questions is answered through a qualitative study using primary data collection techniques in-depth interviews and observation. Excavation data is sourced to the informer and social situation of Karanganyar and Paiton through purposive sampling with snowball sampling technique. Along with it, at the time of data collection techniques mentioned above, the analysis of data simultaneously also held.

The process of data analysis by following the cycle data selection, data reduction, data display, and making conclusions. The findings are: First, the development of micro finance institution Nurul Jadid showed a fairly rapid rate of development. This is due to the influence of internal environment (micro) and external environment (macro). Second, the implementation of marketing strategy used STPstrategy (Segmentation, Targeting, Positioning) and Marketing Mix strategy or better known as 4P strategy (Product, Price , Place,

17

Promotion) . Third, onSTP election market segmentstrategy, using a strategy considerations pattern target market, such as: selective specialization, market specialization, product specialization, full market coverage. Fourth, application of marketing mix strategies and SWOT analysis in LKS-micro finance Nurul Jadid has been applied. although there are still things that need to be addressed related to the awareness of customers in terms of financing of its products.

As in the present study, author is not going to test the influence of marketing strategies for the operation and performance. Rather, the authors will examine the performance of Muamalat Bank itself, with sharia marketing as the benchmark against marketing practices carried out by the marketing. In the end, the authors will examine whether there is a gap between the performance of marketing division with shari marketing concepts. In addition, although the author also explains the practice of marketing which is done by its employees.

3. Marketing Strategy in BMT Maslahah Sidogiri in the Ethical Perspective of Islamic Business

(Strategi Pemasaran Pada BMT Maslahah Sidogiri Dalam Perspektif Etika Bisnis Islam).10

The study was conducted by Aslikhah in 2014. This study is a qualitative study by using snowballing approach informant. Data

10_{Aslikhah, ‚Strategi Pemasaran Pada BMT Maslahah Sidogiri Dalam Perspektif Etika Bisnis}

18

were taken with triangulation technique where the data comes from a variety of existing data sources. Analysis of discovering cultural themes was used to obtain the clear data. Data were collected by interview and documentation.

The results of this study indicate that BMT Maslahah Sidogiri in developing products using these strategy :the first, Association of Sidogiri graduate students where the students become a permanent member of BMT Sidogiri.Secondly, strategies recruitment community leaders, meaning that community leaders in some areas used as permanent members, and also the head or the coordinator of its region, the third strategy is marketing environment (inveronmental marketing), namely the environment as a location for marketing of BMT Maslahah is an environment that has a strategic location and has a network of graduate students and many supporters.the fourth strategies is Sidogiri’s networking forum where BMT Maslahah set up a small forum associated with financing activities., fifth strategies is caring society (corporate social responsibility), this strategy means that BMT Maslahah concerns to shape the community activities based on social and religious. The purpose of this study was to determine the clarity of the advantages possessed by BMT Maslahah in improving its products.

The difference with the research that will be conducted by the authorsis a subject of research, which Muamalat Bank branch

19

Surabaya is a subject. And author do not just explain about the marketing practices adopted by the bank. But the authors willexamine the performance of marketing staffs of company with sharia marketing concepts that already exist. The author also outlines the factors that could potentially cause a gap. The analytical method used is also very distinguishing, the authors did not use descriptive qualitative method but using quantitative analysis.

4. Marketing Strategy of PT. Bank BRI Syariah Assistant Branch Office Bojonegoro in Attracting The New Customers on Micro-Finance Products

(Strategi Pemasaran PT. Bank BRI Sharia Kantor Cabang Pembantu Bojonegoro Dalam Menarik Calon Nasabah Baru Pada Produk Pembiayaan Mikro)11

This research was conducted by Khoirul Mutholibin in 2014. This study aims to answer the question: How does the marketing strategy of PT. Bank BRI Syariahbranch office Bojonegoro in attracting the new potential customers on a micro-finance products, and what are the constraints faced by PT. Bank BRI Syariahbranch office Bojonegoro in attracting the new potential customers on micro-finance products.

11_{Khoirul Mutholibin, ‚Strategi Pemasaran PT. Bank BRI Sharia Kantor Branch Pembantu}

Bojonegoro Dalam Menarik Calon Nasabah Baru Pada Produk Pembiayaan Mikro‛ (Undergraduate Thesis - - Sunan Ampel Islamic State University, Surabaya, 2014), 49-73.

20

Techniques of data analysis in this thesis is descriptive analysis technique with inductive mindset. Descriptive analysis techniques are used to describe clearly about the marketing strategies and the constraints faced by PT. Bank BRI Syariahbranch office Bojonegoro. The results of this study concluded that the marketing strategy of PT. Bank BRI Syariahbranch office Bojonegoro in marketing financial products to the new potential customers is using the marketing mix; product, price, place and promotion. The number of microfinance clients of PT. Bank BRI Syariahbranch office Bojonegoro approximately 780 microfinance clients. In addition, the constraints faced so many. They are : PT. BankBRI Syariah branch office Bojonegoro is still new, the lack of human resources, the knowledge of society is less on PT. Bank BRI Sharia Syariahbranch office Bojonegoro.

In this study, although it also talks about marketing, but the authors did not attribute microfinance products as one of the variables of the study. The author uses the sharia marketing and the marketing performance scores of Muamalat Bank as research variables. Where the authors will examine whether there is a gap between the existing concepts and practices, and to analyze every dimensions of gap.

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5. Sharia Marketing Strategy for Funding Product by Sharia Financial Cooperation in Increasing Competitive Advantage

(Strategi Syariah Marketing Funding Product Koperasi Jasa Keuangan Syariah dalam Meningkatkan Keunggulan Kompetitif)12

The study was conducted by Akhmad Fauzan in 2016. The research is about marketing strategy which is applied by KJKS Mawar with the basic principles of Sharia Marketing. KJKS Mawar has competed and made its position as one of sharia financial institutions whichis able to compete on a competitive basis by its own character in competition. This research aims to determine the marketing strategy of KJKS Mawar in sharia marketing for funding product.

The problem of this research is how sharia marketing strategy for funding products in KJKS and how the capital development to enhance their competitive edge after implementing sharia marketing strategy of funding products. The research methodology is field research. Sources of data used are primary data and secondary data. Data collection methods used is observation, documentation, interviews and data analysis. And then analyzing using SWOT analysis and marketing mix (Marketing Mix). The findings of research are : the strategy of sharia marketing for funding product in

12_{Akhmad Fauzan, ‚Strategi Sharia Marketing Funding Product Koperasi Jasa Keuangan Sharia}

dalam Meningkatkan Keunggulan Kompetitif‛ (Undergraduate Thesis - - Sunan Ampel Islamic State University, Surabaya, 2016), 40-78.

22

KJKS Mawar by : Promotion or advertising, expanding cooperation (net working), Pick the ball, Providing service excellent (service professional and polite), Work hard and work smart and stick in he basic principles of sharia marketing.

The similarity in the present research is a discussion of sharia marketing and their applicability in thecompany. But the difference is in the study subjects. The author will conduct research in sharia banking institutions, namely Muamalat Bank and not in the sharia Financial cooperation. In addition, the author use quantitative and not qualitative methods. The analysis was performed with the test method, Paired t-test. So, the author will not only describe the marketing practices applied by the company. But also will test the performance of marketing activity with sharia marketing concepts. Whether there is a gap between them, or not. The gaps between sharia marketing concept with the existing practice in the field. C. Conceptual Framework

In this study, the authors will explain the shari marketing concept, and the marketing practicesof Muamalat Bank branch Surabaya. Then the writer will test the gap between sharia marketing concepts with the marketing practice at the bank. The conceptual framework in this study are as follows :

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Explanation :

1. The concept of ideal sharia marketing is a benchmark in this study, so that, sharia marketing gap between theory and practice is an independent variable (x), and the score of the test results is a dependent variable (y).

2. Test conducted by paired t-test, which concluded whether there are differences or not between theory and practice.

Sharia Marketing Concept

Marketing Practice in Muamalat Bank Branch Surabaya

Paired T Test

There is no gap/difference There is a

gap/difference Analysis of

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D. Hypothesis

1. There are two kinds of hypothesis made inthis research : zero hypothesis (H0) and the alternative hypothesis (Ha). The formulation of hypothesis are as follows:

H0 : The absence of gap between theory and practice of sharia

marketing conducted by Muamalat Bank branch Surabaya.

Ha : There is a gap between theory and practice of sharia marketing

marketing by Muamalat Bank branch Surabaya.

The formulation of the second problem will be analyzed through the average scores of each dimension bypaired t-test.

CHAPTER III RESEARCH METHOD

A. Types of Research

This research is a field research, because the data are obtained from direct observation in the main branch of Muamalat Bank : Mayjend Sungkono, Raya Darmo, and Mas Mansyur.Instrument for gaining the datawere using a questionnaire by five-point of likert scale. Then this study using a quantitative approach, which is a quantitative approach based on data that can be calculated to produce a solid quantitative interpretation. By examining the validity and reliability and normality test of data.

The method used is a survey method, which in this study, researchers selected a number of respondents, in this case are the marketing staffs as the sample and giving them a questionnaire.

B. Time and Place of Research

This research was conducted at Muamalat Bank branch office Raya Darmo Street 81, branch office Mayjend Sungkono street 107 and branch office K.H Mas Mansyur street 147 Surabaya. This study was conducted on May-June, 2016.

2

C. Population and Sample of Research

The population in this research are all marketing staffs of Muamalat Bank branch Surabaya. They are40 people, with details : branch office Darmo 15 people, branch office Sungkono 15 people, and branch office Mas Mansyur 10 people.

The sampling technique in this research is saturated sampling. Saturated sampling is a technique when all members of the population used as a sample. This is done if the amount of population is relatively small, or to make generalization with a very small error. Other terms of the saturated sample is census, which all members of the population be the samples1

D. Research Variable

Variables of research is an activity to test the hypothesis, which testing the match between theory and empirical facts in the real world.2Realrelationship is commonly presented by leaning to the variable. The real relationship commonly read by watching the data on that variable. The variable is a label which can be rated numbers (quantitative) or the value of quality (qualitative).3Variables are logically grouping of two or more attributes of the object being studied. There are two kinds of

1_{Sugiyono, Metode Penelitian Administrasi, (Bandung : Alfabeta, 2001), 61.}

3

variables in this study : independent variablesand dependent variable. The independent variable is the stimulus variable or variables that affect other variables. While the dependent variable is the variable that gives a reaction or response in relation to the independent variables.4

Independent variables in this study is the gap between sharia marketing, between theory and practice (x) and has four dimensions or indicators as a reference. The dependent variable is the score results of the assessment from its marketing practices at Muamalat Bank branchSurabaya (y) with four dimensions or indicators to be assessed. It will be testedthe differences between theoryscore and practice score. E. Operational Definition

From the title above, there are some explanations about the operational definitions that can be used as a reference.Some operational definitions associated with this research are :

1. Marketing staffs Muamalat Bank : the employees who served in marketing at Muamalat Bank. In general, marketing staffis divided into two main divisions : lending marketing, and funding marketing. While segmentation is divided into three : corporate, commercial, and retail.

2. Sharia Marketing : marketing concept which is based on Islamic principles and sharia rules, there are four main dimensions that become the benchmark, they are theist, ethic, realistic and

4

humanisitic. Morals and ethics in the practice of sharia marketing are differentiators with the concept of marketing in general.

F. Validity and Reliability Test

To determine the validity and reliability of the instrument can be tested as follows5 :

1. Validity Test

Validity testis condusted by steps as follows :

a. Determining the hypothesis to the test results:

H0 = Score point indicator is positively correlated with the total scores

Ha = Score point indicator is not positively correlated with the total scores

b. Determining r-table

Seeing r-table with 5% significance level c. Seeking r-count (result).

To know r-count each indicator or items can be seen on the computer processed in the annex to the corrected item - total correlation which should be bigger than r-table. d. Taking Decision :

1) basis for a decision :

If r-table is positive and r-count, those items are valid If r-count negative or ˂r-table, those items are not valid.

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2) Decision

r-count value of each item is bigger than r-table (r-count>r-table) which r-table value obtained 0.3621. Then allitems are valid.

2. Reliability Test

Furthermore, since all items are valid, the next test is reliability test, the steps are almost the same as validity test:

a. Determining hypothesis for test result :

1) H0 = Item scores positivelycorrelated with thecomposite factor.

2) Ha = Item scores are not positively correlatedwith thecomposite factor.

b. Determining r-table.

Seeing r-table with 5% significance level c. Seeking r-count (result).

In this case r-count is the number of alpha located at the end of the spss output, in the appendix at the end of the r-count output.

d. Taking decision :

1) Basis for taking decision :

- Cronbach Alpha ˂ 0.6 = poor reliability

- Cronbach Alpha 0.6 – 0.79 = reliability approved - Cronbach Alpha 0.8 = good reliability

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2) Decision :

All statements point which used as an instrument in this study have cronbach's alpha bigger than r-table, (>r-table). Therefore we can conclude all items are reliable.

G. Data and Data Sources

The data is needed to be collected to answer the question in the formulation of the problem. In accordance with the objectthat have been formulated, the data collection in thisresearch are data about company profile and the evaluation of sharia marketing implementation which obtained from questionnaires completed by the entire marketing staffs of Muamalat Bank in three main branch offices in Surabaya. The source of data in this study are :

1. Primary data

It is obtained directly from the subjects of research. Primary data in this study were obtained directly from the questionnaire containing assessment score regarding the evaluation of sharia marketing implementation by eachmarketing staff.

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2. Secondary data

Secondary data is obtained from secondary source of data we need. Secondary data in this study is documentation of company profile obtained from main branch.

H. Data Collection Technique

The data collection technique is a way to collect the data which needed to answer the research problem formulation.6And in order to obtain the data related to this research, the researchers used the instrument in the form of:

1. Questionnaire

Questionnaire is a technique of data collection which done by providing a set of questions or statements to respondents to answer. According to Masri Singarimbum, the use ofquestionnaire is the most essential thing for data collection in the field. The results of this questionnaire will be quantificated, arranging by tables and statistical analysis to draw conclusions of the study. Questionnaires were used in this study was an enclosed questionnaire, which its answers have been provided by the researchers. Questionnaire contains indicators and assessment of the implementation of sharia marketing. Which includes four dimensions: theist, ethic, realistic, and humanistic.

8

In data processing, using a likert scale associated with a statement about the attitude towards something7, which the measuredvariables are translated into indicator variables. Then, the indicators are used as a starting point to construct instruments which can be either a question or a statement.8

The guidance in scoring is as follows9: Table 3.1

Weight of rating each answer

No Statement Score

1 Strongly disagree 1

2 Disagree 2

3 Doubtful 3

4 Agree 4

5 Strongly agree 5

Source : Morisson (2012:89)

7_{Husein Umar, Riset Pemasaran dan Perilaku Konsumen, (Jakarta: Gramedia Pustaka Utama,}

2000), 137.

9

Table 3.2 Likert scale

Variable Dimensions Alternative Answers Scores

Theist (Rabba>niyyah)

Strongly Disagree 1

Disagree 2

Doubtful 3

Agree 4

Strongly Agree 5

ETHIC (Akhla>qiyyah)

Strongly disagree 1

Disagree 2

Doubtful 3

Agree 4

Strongly agree 5

REALISTIC (Waqiyyah)

Strongly disagree 1

Disagree 2

Doubtful 3

Agree 4

Strongly agree 5

HUMANISTIC (Insa>niyyah)

Strongly disagree 1

Disagree 2

Doubtful 3

Agree 4

10

From those four dimensions, it will be tested to the marketing staff through statements in the questionnaire. And the indicators for each dimensions according to Hermawan Kartajaya are as follows10 :

a) Theist dimension : believing in sharia laws is the fairest, most perfect, most aligned with any form of kindness, most can prevent any kind of damage, the most able to realize the truth. And can be described through three points :

1) Sharia marketer believes that Islam had arranged everything in life.

2) Sharia marketer believe that Islam provide a solution for benefit of many people.

3) Marketing activities are guided by the teachings of Islam were able to prevent the sleaze.

b) Ethic dimension : promoting moral virtue in all business acitivities, and it can be described through three points : 1) Sharia marketer is a fair person and has a fellow feeling. 2) Sharia marketer is a honest person.

3) Sharia marketer always keeps promise and humble.

c) Realistic dimension : has a flexible marketing concept, professional and expert in the field of marketing. It can be described through three points :

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1) Sharia marketers are able to follow the market conditions and business which always change.

2) Sharia marketers have a reliable competency

3) Sharia marketers are able to take an advantage of emerging opportunities.

d) Humanistic dimension : has a universal and broad sense of humanity. It can be described through three points :

1) Sharia marketers do not discriminate people according to their status or ethnic.

2) Sharia marketers give their best service to all people. 3) Sharia marketers able to establish communication and

harmonious relationships with other people.

Although every dimension has three points of indicator to be tested. It wil be mentioned five statements for respondents in the quistionnaire. Two additional statements will strengthen the second and third points. Thus, there will be five statements in the questionnaire.

To process the data, researcher give twenty scores as a maximum score which divided into five statements for each dimension. Twenty scores with four dimensions will meet one hundred scores for overall dimensions. So it will meet the same quantity for both theoretical and practical aspects by five

12

statements. Because in paired t-test, both two things which will be compared must have the same quantity.

2. Interview

The interview is one of the techniques of data collection is done by dealing directly with that in the interview. The interview is a means of rechecking or verification of the information or information obtained previously.11The essence of the interview method of this method is always some interviewers, respondents, interview material, and guidelines for the interview.12

The interviewer is the person who uses the interview method at the same time he acted as a leader in the interview process. Respondents were interviewed, requested information by the interviewer. Interview material is a question asked of respondents, ranging from problems or research purposes.

Guidelines interview is an instrument used to guide the course of the interview. In this case, the researchers conducted interviews directly to the operations manager and a marketing staff in Muamalat Bank Branch Surabaya.

I. Data Analysis Technique

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Data analysis technique using quantitative analysis, by statistical method t-test using the data that already exists. Data analysis techniques in this study using a paired t-test computer-assisted SPSS 19.

Reasons for using paired t-test is to determine whether there is a gap between the concept of sharia marketing (the dependent variable) with the practice of marketing at MuamalatBank branch Surabaya. The following testfor analysis techniques used in this study :

1. Normality Test

In order to analyze the model and obtaining the representative results, test of normality is a must. Normality test used to determine whether a population have normal distribution of data or not. This test is usually used to measure the ordinal scale, interval, orratiodata. In this study, test for normality by using One Sample Kolmogorov-Smirnov with 0.05 significance level. Data are normally distributed if the significance level is biggerr than 5% or 0,05.

2. Pairedt-test

According to Jonathan Sarwono, paired t-test is to compare the average of two samples13. Test criteria are t-count ˂ t-table then H0 is accepted and if t-count t table then H0 is rejected. To

13_{Jonathan Sarwono, Analisis Jalur Untuk Riset Bisnis dengan SPSS, (Yogyakarta : Andi}

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calculate t-table uses the terms α = 0.05. To determine whether this hypothesis be rejected or not is stated as follows:

a. If t-count ˂ t-table, then H0 is accepted, it means there is no gap between the concept of sharia marketing with marketing practices in PT. Bank Muamalat Tbk. branch Surabaya.

b. If t-count t-table, then H0 is rejected, it means there is a gap between the concept of sharia marketing with marketing practices in PT. Bank Muamalat Tbk. branch Surabaya.

CHAPTER IV FINDINGS

A. General Description of Research Object

Object of research explains what or who is the object of research. Also where and when the research is done, it can also be added to other matters if it is necessary. The object of this research is the implementation of sharia marketing, where it will be examined through the evaluation of the performance marketing division in the three main branches of PT. Bank Muamalat Tbk. in Surabaya.

1. Place of Research

This research was conducted at the main branch officesof PT. Bank Muamalat Tbk. branch Surabaya which located in three places : the branch office Jl. Raya Darmo No. 81, branch office Mayjend Sungkono No. 107 and branch office K.H Mas Mansyur No. 147 Surabaya.

a. Profile of PT Bank Muamalat Tbk. Branch Surabaya

PT Bank Muamalat Indonesia Tbk was established on 24 Rabius Thani 1412 H or 1 November, 1991, initiated by Indonesian ‘Ulama Council (MUI) and the Government of Indonesia, so commenced operations on 27 Shawwal 1412 H or May 1, 1992. With the apparent support from Ikatan Cendekiawan Muslim Indonesia (ICMI) and several Muslim businessmen,

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establishment of MuamalatBank also received the support from the community, as evidenced by the Company's commitment to purchaseshares worth84 billion rupiah when the time of signing Articles of Association.

Mumalat Bank is currently providing services to more than 4.3 million customers through 457 outlets in 33 provinces in Indonesia. BMI is also supported by a network of alliances through more than 4.000 online post office in Indonesia, 1996 ATM and 95.000 merchant debit. BMI is also currently the only sharia bank which has opened a branch abroad, namely in Kuala Lumpur, Malaysia. To improve the accessibility of customers in Malaysia, Muamalat Bank was in cooperation with the network of Malaysian Electronic Payment System (MEPS) so that services can be accessed by more than 2000 ATM in Malaysia.

In addition, Muamalat Bank has shar-e gold products with first chip technology in Indonesia which can be used in 170 countries and free of charge throughout the merchant by visalogo. As a first pure Sharia Bank, Muamalat Bank committed to deliveri banking services that are not only complied with sharia, but also competitive and accessible to the public until the archipelago.

PT Bank Mumalat Indonesia Tbk. Branch Surabaya-Sungkono was established on 18 December2008. The establishment of this branch aims to develop a network of

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Muamalat Bank in Surabaya.MuamalatBank branch Darmo established on November 1994 whose very good expectations, so the nine directors decided to expand the network by establishing MuamalatBankbranch office Mayjend Sungkono. Branch office Darmo and branch office Sungkono handles retail clients (small nominal transaction). Along with a nice existence in 2013 Darmo branch has a number of customers about 95% of retail customers, while the branchSungkono Surabaya were doing transactions more to the corporate customers with a large transaction over 25 billion. From the difference of these developments, the directors decided in 2014 that segmentation of branch office darmo devoted to dealing with retail customers, while the branchSungkono Surabaya handled corporate customers (companies). Branch Sungkono Surabaya elected to serve corporate customers because of its strategic location with nearby communities whose corporate business.

Branch officeMas Mansyurwas established in 1994 as a cash office, then because of the rapidly growing, in 2013 it became the main branch office that serves retail customers and now has 83 employees.1

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Vision

Being a major Islamic bank in Indonesia, dominant in the spiritual market, admired in the rational market.

Mission

Being a role modelof Islamic financial institutions in the world with an emphasis on entrepreneurial spirit, excellent management and innovative investment orientation to maximize the value for stakeholders.

b. Organizational Structure, Staffing and Job Description.

In general, the organizational structure of branch office is as shown in the picture below:

Picture 1.0

The organizational structure of Muamalat Bank for branch office

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The job descriptions of each jobat Muamalat Bank Branch Surabaya2 :

1) Branch Manager

The task is to supervise, confirmed, and monitordirectly all activities of branch operations, marketing, and development of this branch in order to ensure the achievement of branch’s

targets both quantitatively and qualitatively. 2) Operation Manager

Operation task manager has responsible for the operational of branch office associated with the services provided by teller and customer service to customers and non-customers, both directly or via telephone.

Also be responsible for the administrative and operational activity of back office, financing operations, including documentation, analysis and presentation of supporting reports. Operation Manager oversees the functions of operational financing.

3) Marketing Financing

Financing marketing’s tasks are to introduce, explain and offer financing products of Muamalat Bank, the advantages and privileges as well as the requirements of the product to

CHAPTER VI CLOSING A. Conclusion

Based on the discussion and analysis in the previous chapter on the difference between the concept of sharia marketing with marketing practices at the Muamalat Bank branch Surabaya, the writercan draw conclusions as follows:

1. There is a significant difference between the concept of sharia marketing with the marketing practices at Muamalat Bank branch Surabaya. This is evidenced by the number of scores obtained in sharia marketing practices from subjects of research.

2. The dimensions of the smallest score Muamalat branch bank practice in Surabaya is a realistic dimension with an average score of 21.3. This indicates that the marketing staff Surabaya Bank Muamalat branch still needs to improve in terms of competence so as to survive, compete in each market and business conditions which always change.

B. Suggestion

Based on result ofresearch, the researchertried to give suggestions for related sharia banking institution:

1. For Muamalat Bank Branch Surabaya, especially the marketing to retain their performance sharia marketing principles and improve their

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competence in terms of marketing so as to realize Islamic banks are able to realize the economic benefit forummah.

2. For Muamalat Bank, to train and educate all their employees about Islamic banking and all its aspects, include sharia marketing. By that, the professional human resource of Islamic banking will be increased and be able to lead the Islamic banking.

Due to some additional findings during the research, particularly about relocated directors and manager staffs from conventional banks whose understandings about Islamic banking system were lacking. By that, for director staffs, and the employees in managerial level, it must be ensured that they have a track record career in Islamic banking and has been understood about true Islamic banking system as a whole. In additon, they are given some specific training on managerial level about Islamic banking system in order to achieve an expert Islamic banking manager to realize Muamalat Bank as a beyond bank.

C. Limitations

For further research in order to continue this research better, there are some limitations in this research as follows :

a. The process for gaining data from interview, documentation, and questionnaire are two months. Actually, a longer time for interview is necessary , in order to find out more problem and giving more valuable solution for Muamalat Bank branch Surabaya.

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b. Due to the limitation of time as well, the questionnaire were come from marketing staffs only. And to make the data more objective, it will be necessary to gain the data from the customers of Muamalat Bank branch Surabaya about the performance of its marketing staffs.

c. Author tested the performance of marketing staffs by examining the scores through paired t-test only. Hopefully for next researcher willsearch more detail about qualitative factors such as what factors are influencing the difference between sharia marketing theory with its practice by staffs of Muamalat Bank branch Surabaya.

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