GUSJIGANG: APLIKASI DALAM MENGELOLA BISNIS DENGAN MEMPERTIMBANGKAN LOCAL WISDOM (Studi Kasus Pada IHDINA GROUP dalam Berbisnis dengan menerapkan semangat Gusjigang)

Abstract

This study aims to provide a new idea in the form of running a business activity, which are an idea that combine either Islamic values or can be referred to as sharia and also consider the local wisdom on it. The model which developed from this research is Gusjigang, a local value that has long been embedded and certainly by many Kudus people in their daily activities, both in trading activity and social activity. This Study makes IHDINA Group which is one of the fabric distributor in Kudus, as an object of research. For approximately 15 years, IHDINA’s owners doing their business activities on the basic of Islamic values and also promote the local wisdom in its business approach. A good morals (bagus), learning (both Qur’an and Science) (mengkaji), and also doing trade (berdagang) further referred to Gusjigang, constitute the local values in Kudus since the days of Sunan Kudus used its values as a principal until today the Kudus society used it too. The results of this study indicate that the philosophy of value Gusjigang can form a new pattern that some elements that can be used as an alternative of some models/concept in marketing study that already exist. Combined among sharia business concept, balance of intelligence, and as a motivator, expected Gusjigang acceptable so that it can be a new idea in a sharia-based marketing concept that considered local wisdom so that the business can grow relatively rapid.