Sufism-Based Holistic Marketing in Sharia Housing Marketing in Tasikmalaya

Abstract

This study aims to examine the implementation of Sufism-based holistic marketing in the marketing of Sharia housing in Tasikmalaya. Holistic marketing is a marketing approach that considers all aspects of a company, including relationships with consumers, employees, business partners, and the wider community, to create sustainable value. Sufism, as a dimension to understand the conditions of the human soul, both praiseworthy and blameworthy, and to adorn it with praiseworthy attributes, also serves as a guide in the spiritual journey towards Allah SWT. This study employs a qualitative method with a case study approach involving several experts in Sufism, practitioners, and academics in Tasikmalaya. Data were collected through in-depth interviews, observations, and documentation. The results show that applying Sufism in holistic marketing for Sharia housing marketing can enhance consumer trust and strengthen the relationship between developers and consumers. Additionally, the internalization of Sufi values, such as heart-to-heart marketing, worship orientation, mutual assistance, internal evaluation, honesty, justice, and social responsibility, has proven to be a solid foundation for creating sustainable marketing strategies. This study is expected to contribute to developing a more comprehensive and applicable theory of Sharia marketing.