STRATEGI MANAJEMEN SYARIAH DALAM MENGHADAPI ERA DIGITAL DAN MEMENANGKAN PERSAINGAN PASAR DI SAMARINDA (STUDI KASUS PADA PERUMAHAN SHARINATA CITY)

Abstract

The purpose of this research is to understand the strategy of sharia management in facing the digital era to win market competition, by implementing the following four strategies: 1. To determine how significant the impact of using sharia management strategies is in winning market competition. 2. To determine how significant the impact of collaborating with new businesses that have developed or started to grow in the market using technology in line with the digital era, in winning market competition. 3. To determine whether training all executives to understand the meaning of disruption and reshape their mindset will ensure that the company remains viable and competitive in the market. This research is a qualitative descriptive study with a case study approach. Qualitative research aims to obtain a general understanding of social reality from the participants' perspectives through descriptive data. This is a field research study. Research Findings: After considering the SWOT analysis procedure, the strategy for Sharinata City Housing Company in Samarinda, based on the analysis, is as follows: Optimize existing services to attract and encourage customers to join and invest in sharia-based housing and other investments at the Sharia housing company Sharinata City Samarinda. Increase socialization to all segments of society. Utilize human resources (HR) to introduce its products to customers.