The Burning Money Phenomenon of “Batik Kampus” MSMEs in Pekalongan City by Sharia Marketing Perspective

Abstract

In this digitalization era, there is a trend of burning money by e-commerce and has a positive impact on MSME business actors to attract many customers, but also creates unhealthy business competition. “Batik Kampus” is the name of the MSME batik located on Jl. Pelita III Rt. 03 Rw. 09 Jenggot of Pekalongan City and burn money by giving low prices, discounts, cashback and give away, also endorse several top artists. Seeing that the majority of Pekalongan people are Muslim, it is necessary to analyze the phenomenon of burning money for MEMS of Batik Kampus Pekalongan City in the perspective of sharia marketing. This study aims to describe the pattern of burning money, the impact of burning money on sales and analyzing the burning money in the perspective of sharia marketing in "Batik Kampus” Pekalongan city. This study uses a phenomenological approach. This type of research is qualitative. Data collection through interviews, observation and documentation. Data validity using triangulation. Data analysis through data reduction, data presentation, and drawing conclusions. The results of the research are (1) Batik Kampus burns money with a pattern depending on how long it takes to attract customers, (2) Burning money "Batik Kampus" contributes to sales, namely increasing sales traffic, (3) The practice of burning MSME money "Batik Kampus" "Some are suitable and some are not in accordance with the principles of the Islamic sharia marketing mix and marketers of "Batik Kampus" are in accordance with the characteristics of sharia marketers.