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STRATEGI BAURAN PEMASARAN ( MARKETING MIX ) DALAM PERSPEKTIF SYARIAH
Abstract
Business activities are activities that require serious understanding, starting from planning what will be done, the implementation stage and the stage of monitoring a business being run. In running a business, the important task of marketers is to be able to provide what is needed by the community, both consumers and customers. In order for a business or business that is run to be successful, it would be nice to have an appropriate competitive strategy. This study aims to provide a study and analysis of the marketing mix strategy (Marketing Mix) in the sharia perspective. This type of research is a literature study, data is collected by conducting a review study of previous research journals that are relevant to this research.
... Produk (product) Produk menjadi salah satu elemen kunci dalam bauran pemasaran, yang meliputi semua hal yang ditawarkan perusahaan kepada pasar untuk memenuhi kebutuhan dan keinginan konsumen (Mohamad & Rahim, 2021). Sangat penting bagi perusahaan untuk memperhatikan kualitas dari produk yang dihasilkan tentunya harus memiliki kualitas yang baik, fitur yang sesuai dengan kebutuhan konsumen serta diferensiasi yang membedakannya dari produk pesaing. ...
... Tempat (place) Tempat adalah bagian dari marketing mix yang berkaitan dengan saluran distribusi untuk mengantarkan produk dari perusahaan ke konsumen (Mohamad & Rahim, 2021). Ini mencakup strategi perusahaan dalam menempatkan produk di pasar agar bisa dijangkau konsumen, juga dikenal sebagai manajemen saluran atau rantai pasokan. ...
The Industrial Revolution 4.0 has driven a digital transformation that has brought significant changes across various sectors, including marketing. This study explores the marketing mix strategies employed by PT Cimory to address the challenges and opportunities of the Industry 4.0 era. With rapid technological advancements and the dynamic nature of consumer behavior, it is crucial for companies to adapt and innovate. This study aims to analyze how PT Cimory leverages the components of the marketing mix—product, price, place, and promotion—to enhance its market share and competitive advantage. The research adopts a qualitative design, utilizing secondary data from PT Cimory's annual reports, journal articles, and online media sources. The findings indicate that PT Cimory's strategic integration of technological advancements and innovative marketing approaches has significantly influenced consumer behavior and purchasing decisions, thereby strengthening its market position.
... Tujuan dari setiap bisnis pada dasarnya adalah memastikan kepuasan pelanggan (Gusvita & Salwa, 2023). Selain itu, perusahaan juga menggunakan berbagai metode untuk mempertahankan pelanggan, salah satunya adalah dengan memastikan kualitas layanan (Kismawadi, 2024;Mohamad, 2021). ...
... Saat pelanggan merasa puas dengan produk atau jasa yang mereka terima, mereka akan mengevaluasi kualitas layanan yang diberikan. Ketika kepuasan pelanggan mencapai tingkat yang tinggi, mereka cenderung untuk melakukan pembelian berulang dan merekomendasikan produk atau jasa tersebut kepada orang lain (Mohamad, 2021). Oleh karena itu, penting bagi perusahaan untuk menganggap serius upaya meningkatkan kepuasan pelanggan melalui peningkatan kualitas produk dan layanan yang disediakan. ...
Persaingan produk atau jasa dalam satu pasar semakin banyak dan beragam akibat keterbukaan pasar, sehingga perusahaan dituntut bersaing secara kompetitif dalam hal strategi bisnis untuk mencapai tujuan perusahaan serta memahami apa yang terjadi dipasar dan apa yang menjadi keinginan konsumennya. Hasil penelitian menunjukkan bahwa variabel promosi memiliki pengaruh yang positif signifikan terhadap kepuasan nasabah di BSI KCP Kutacane dalam memilih menabung Easy Wadhi’ah. Dimana perhitungan uji secara parsial diperoleh t hitung sebesar 11,489 dengan nilai signifikan 0,000 < 0,005. Berdasarkan hasil perhitungan 77,4% kepuasan nasabah dipengaruhi oleh promosi, kualitas produk dan pelayanan, berarti 22,6% kupuasan nasabah dalam memilih menabung di BSI KCP Kutacane dipengaruhi oleh variabel-variabel lain yang tidak diteliti dalam penelitian ini.
... Marketing mix or Marketing Mix is one of the marketing strategies to convey information widely, introduce a product of goods and services, stimulate consumers to give and even create personal preferences for the image of a product (Mohamad & Rahim, 2021). This marketing mix is carried out by marketing managers based on the target market and product positioning in the target market (Ariq et al., 2022). ...
This study aims to examine the innovation of the marketing mix of educational services in increasing competitiveness and customer value at SMP Ar Rahmat. This research uses a qualitative approach with a case study method. Data collection was conducted through in-depth interviews, observation, and documentation. The results showed that SMP Ar Rahmat has innovated the marketing mix in several aspects, such as product innovation, price, promotion, and place. The innovation is directed to provide added value for customers and increase student and parent satisfaction. This research provides advice for SMP Ar Rahmat in innovating the marketing mix, such as improving service quality, expanding the reach of promotions, offering more varied educational programs, providing financial assistance, and collaborating with educational institutions or companies. This research can provide input for decision makers in the world of education to innovate the marketing mix as an effort to increase competitiveness and customer value in schools.
... One of the developments of the 4Ps is the SIVA (Solution, Information, Value, Access) model, which emphasizes more on the customer's perspective (Akbar & Elsye, 2019). The concept of Islamic marketing has also emerged in response to global dynamics, with the main difference being its implementation based on Islamic values (Mohamad & Rahim, 2022) Many studies have proven the significant impact of the sharia marketing mix on customer decisions. Research by (Azizuddin et al., 2020;Husaeni, 2018;Paujiah et al., 2020) show that the sharia marketing mix (4P) has a significant influence on customer decisions. ...
This article discusses the challenges faced by Islamic banks in Indonesia, especially related to the low public knowledge about Islamic bank services and their impact on customer decisions. This study aims to identify the factors that influence customers' decisions in using Islamic bank products and services, with an emphasis on the role of Islamic marketing, corporate image, and customer trust. The method used is Structural Equation Modeling Partial Least Square (SEM-PLS) analysis to test the relationship between variables. The data was obtained through a questionnaire filled out by 384 Islamic bank customers in Central Java. The results of the study show that Islamic marketing has a significant effect on customer decisions, the image of Islamic banks, and customer trust. The image of Islamic banks and customer trust also function as mediating variables in the relationship. These findings highlight the importance of marketing strategies based on Islamic values and corporate image management to improve customer decisions in using Islamic bank services.
... Marketing plays a role in Islam Means Islamic-based companies are expected to work and behave professionally in the business world (Khozin, 2020). Marketing targets are defined as a statement to be achieved through marketing activities, while the marketing mix is defined as a unique combination of product distribution, promotion and pricing strategies designed to produce mutually satisfying exchanges with the target market (Mohamad & Endang, 2021). ...
Currently being a laying duck farmer is a profession that is in demand by the villagers to increase their income so that they can meet their daily needs. However, due to their incompetence in marketing their products, the farmers didn’t get the expected profit and even suffered loss, while marketing is the key to success in a business. Therefore, in this study, we analyzed the Islamic marketing mix factor as a determining factor in increasing income. This study used qualitative method to explore the Islamic marketing mix in increasing the income of the laying duck business in Lebeng Timur, Pasongsongan, Sumenep. The data is collected through observation, interviews, documentation, while the method of analysis used descriptive analysis. This research showed that before the pandemic the income of farmers was very good, so they could meet their needs, but due the covid-19 pandemic, the price of duck eggs has decreased and the price of animal feed has increased. It made the marketing was low and made their income so small. Using an Islamic marketing mix that applies the four properties of the Prophet, namely Shiddiq, Amanah, Fathonah and Tabligh can help farmers in marketing, namely the products are taken by subscription or continuous by the collector, making it easier for farmers in selling even in pandemic Covid-19 condition.
... Bauran Pemasaran Jasa (hasil pengembangan dari Bauran Pemasaran barang), yaitu merupakan seperangkat alat yang dapat digunakan pemasar untuk membentuk karakteristik jasa yang ditawarkan kepada pelanggan. Pemasaran mencakup kegiatan yang dapat berguna dalam menciptakan, mengembangkan, mendistribusikan, barang yang dihasilkan sesuai dengan permintaan calon pembeli berdasarkan kemampuan dalam menghasilkan suatu barang (Mohamad & Rahim, 2021). ...
Management is a series of processes that include planning, organizing, implementing, supervising, evaluating and controlling activities in order to empower all organizational/company resources, both human resource capital, financial capital, materials (land, natural resources or raw materials), and technology optimally to achieve organizational/company goals. A grand strategy is a general plan consisting of major steps taken by a company to achieve long-term goals. There are three types of grand strategies, namely growth, diversification, stability, and retrenchment. In their efforts to survive, develop, and make a profit, entrepreneurs carry out a marketing mix. Marketers can use a service marketing mix, which is an evolution of the goods marketing mix, to determine the service features they will offer to customers. Marketing includes actions that are useful for creating, developing, and distributing goods made according to the demands of prospective buyers based on the ability to make goods. PDAM Surya Sembada Surabaya, based in Surabaya, East Java, is one of the most reliable and leading regional drinking water companies in Indonesia to date. This company has been established since 1976 and is owned by the Surabaya City Government. The strategy creation at PDAM Surya Sembada Surabaya, in the form of a discount on the cost of installing new house line connections applies to all groups of household customers, including business customers, real estate customers, general social customers, and special social customers. Pipe renewal is a product. PDAM wants to replace or repair pipes that are currently operating. This must be done because the current pipes have been operating since 1980. PDAM Surya Sembada wants to keep up with the times by launching a Network Product—Customer Information Service (CIS). With CIS, the people of Surabaya can carry out administrative activities related to water affairs such as recording meters, filing complaints, and adding new lists without having to come to the PDAM office. PDAM Surya Sembada wants to keep up with the times by launching a Network Product—Customer Information Service (CIS). With CIS, the people of Surabaya can carry out administrative activities related to water affairs such as recording meters, filing complaints, and adding new lists without having to come to the PDAM office.
... Dalam ekonomi Islam, etika bisnis dan keadilan menjadi integral dalam pemasaran. Pemasaran Islami mengutamakan nilai-nilai etis dalam penawaran produk, promosi, dan distribusi (Mohamad & Rahim, 2021). Hal ini melibatkan ketaatan terhadap prinsip-prinsip moral dan agama, menghindari praktik-praktik yang bertentangan dengan ajaran Islam, serta memperlakukan semua pihak dengan adil. ...
This study aims to investigate the concept of Islamic marketing and how its implementation can optimize market potential with principles of justice and Islamic economic ethics. Business ethics in Islamic marketing involve adherence to moral principles and religious values, while justice ensures fair treatment for all parties involved. In the context of Islamic marketing, companies are expected to maintain integrity, avoid practices that are inconsistent with Islamic teachings, and ensure fair pricing and value of products or services offered. Ethical values in Islamic marketing include honesty and accuracy in conveying information to consumers, while avoiding deceptive promotions or violations of Sharia principles. Islamic marketing also reflects a company's commitment to religious values and contributes to sustainable economic growth. This research provides insights into the importance of Islamic marketing in optimizing market potential with principles of justice and Islamic economic ethics, and provides a foundation for companies to develop marketing strategies aligned with Islamic values in order to achieve sustainable business goals.
... Harga adalah suatu indikator untuk mengatur konsumen saat akan mengambil keputusan pada produk, serta harga juga mengontrol calon konsumen memutuskan pembelian produk. Harga merupakan suatu faktor dalam marketing mix yang akan memberi keuntungan atau benefit untuk penjual maupun perusahaan (Rahim and Mohamad 2021). Harga dinilai menjadi dasar akan pertukaran dalam suatu transaksi dan memegang peran penting dalam proses jual dan beli. ...
Penjualan air kemasan saat ini mengalami peningkatan. Hal ini bisa terjadi dengan adanya rencan pemasaran yang efektif. Air kemasan merek aqua menggunakan brand image, harga, dan packaging sebagai strategi pemasarannya. Tujuan kajian untuk memahami aspek yang paling mempengaruhi keputusan pembelian konsumen. Penelitian kuantitatif digunakan atas pengkajian ini. Penghimpunan data melalui pengedaran kuesioner yang diukur memakai skala likert dengan aplikasi media olah data SPSS versi 26. Jumlah sampel 96 responden. Pengambilan sampel memakai metode purposive sampling. Hasil penelitian membuktikan bahwa Brand Image berpengaruh terhadap Keputusan Pembelian pada Air Minum Kemasan merek Aqua di Kota Sidoarjo. Harga berpengaruh terhadap Keputusan Pembelian pada Air Minum Kemasan merek Aqua di Kota Sidoarjo. Packaging berpengaruh terhadap Keputusan Pembelian pada Air Minum Kemasan merek Aqua di Kota Sidoarjo.
... (Mashuri, 2020) Price is an element of the marketing that has an important role for a company, because price occupies a special position in the marketing, and is closely related to other elements. (Mohamad & Rahim, 2021) There are four indicators that characterize price. The four indicators are price affordability, price match with product quality, price conformity with benefits, and price competitiveness. ...
Changes in people’s lifestyles in the current era of globalization can be marked by changing ways to style.. Therefore, a business must formulate a marketing strategy in accordance with existing conditions. House Of Essentials coffee shop with an industrialist and modern building concept that is comfortable for relaxing, doing assignments, and working . The aims of this research is to formulate a marketing strategy for House of Essentials using SWOT analysis. SWOT analysis is a strategy-making toolthat systematically evaluates and identifies numerous elements in order to develop a company-based strategy. based on a logic that maximizes strengths and opportunities, while minimizing weaknessesand threats in a high-stakes market. Based on the IFAS and EFAS matrix, total internal factor weighting score (strengths and weaknesses) in the IFAS matrix was 3.2857 and the external factor weighting total score (opportunities and threats) in the EFAS matrix was 2.8005. The results show that cafe House Of Essentials is in quadrant I of the matrix grand strategy, which mean cafe can adopt an aggressive strategy.
... According to Rahim & Mohamad, (2021), a marketing strategy is a comprehensive, integrated and unified marketing plan in the marketing field, which can provide guidance on the activities that the company will carry out so that its marketing objectives can be achieved. Business must have a marketing strategy which is also a marketing mix in order to influence purchasing decisions which will have an impact on sales volume and face intense competition for similar products and services (Ikhsanto, 2020). ...
Hotel is one of the service businesses that can support improving the tourism industry through the facilities and infrastructure provided. The marketing strategy carried out by a hotel is very influential on the success of achieving the room occupancy target set by the hotel. Grand Tamaro Hotel is one of the hotels located in a tourism city in Indonesia, namely the city of Parapat, which is experiencing a problem of decreasing room occupancy rates, where from 2020 to 2022 Grand Tamaro Hotel cannot reach the room occupancy target that has been set. This study aims to determine the marketing strategy for achieving room occupancy targets using the SWOT method at the Grand Tamaro Hotel. This research is a quantitative study using purposive sampling technique as a sampling technique. The sample in this study were visitors who had visited the Grand Tamaro Hotel at least once with a total of 80 respondents. The results of this study indicate that the position of the Grand Tamaro Hotel is in quadrant II, namely the position of the diversification strategy with an IFAS score of 3.9 and an EFAS score of 4. This position shows that the Grand Tamaro Hotel faces several threats but has internal strengths. The strategy that must be applied during this condition is to take advantage of strengths to maximize long-term opportunities. Judging from the condition of the hotel, the strategy that can be applied is the S-T strategy which utilizes strength factors to overcome the threats at the Grand Tamaro Hotel.
... Retailing mix memiliki dampak signifikan pada proses pengambilan keputusan pelanggan ketika memilih dan membeli produk. Sangat penting bahwa produk yang ditawarkan selaras dengan kebutuhan dan preferensi pelanggan, harga kompetitif, kegiatan promosi menarik perhatian pelanggan, dan saluran distribusi mudah dijangkau (Mohamad & Rahim, 2021). Misalnya, jika perusahaan ritel menyediakan produk pakaian yang menunjukkan tren mode saat ini, harga kompetitif, diskon menarik, dan aksesibilitas yang nyaman melalui saluran fisik dan digital, konsumen menunjukkan kecenderungan untuk lebih memilih membeli barang dari perusahaan-perusahaan ini daripada pesaing mereka. ...
ABSTRAK Melalui strategi pemasaran yang efektif, perusahaan memiliki kemampuan untuk menarik minat pelanggan dan memposisikan produk mereka sebagai pilihan yang disukai. Studi ini bertujuan untuk mengidentifikasi karakteristik yang memengaruhi keputusan pembelian konsumen yang dipengaruhi oleh Retailing Mix. Teknik PRISMA digunakan untuk mencari melalui 256.328 makalah dalam database Crossref, menggunakan aplikasi daring Harzing Publish or Perish dan Microsoft Excel. Uji Meta-Analisis dilakukan menggunakan Perangkat Lunak JASP Versi 0.19.0.0. Investigasi menghasilkan 1000 artikel Screening (Sepanjang tahun 2024), dengan 948 artikel gagal memenuhi kriteria inklusi dan eksklusi. Studi ini menemukan heterogenitas yang signifikan dalam analisis ukuran efek, yang menunjukkan perlunya mengeksplorasi berbagai faktor yang memengaruhi hubungan antara Retailing Mix dan keputusan pembelian pelanggan. Pengujian Summary Effect/Mean Effect Size mengungkapkan hubungan positif yang kuat antara Retail Mix dan keputusan pembelian pelanggan, menempatkannya dalam kategori sangat tinggi. Studi ini menyimpulkan bahwa Retailing Mix secara signifikan memengaruhi keputusan pembelian konsumen, yang menekankan pentingnya pengusaha ritel mengintegrasikan strategi ritel untuk membangun keunggulan kompetitif serta mempertahankan loyalitas konsumen. Kata Kunci: Retailing Mix, Keputusan Pembelian, Systematic Review, prisma A BSTRACT Through effective marketing strategies, companies have the ability to attract customer interest and position their products as the preferred choice. This study aims to identify the characteristics that influence customer buying decisions influenced by the retail mix, or Retailing Mix. The PRISMA technique was used to search through 256,328 papers in the Crossref database, using Harzing Publish or Perish online application and Microsoft Excel. The Meta-Analysis test was performed using JASP Software Version 0.19.0.0. The investigation yielded 1000 Screened articles (All year 2024), with 948 articles failing to match inclusion and exclusion criteria. The study found a significant heterogeneity in the effect size analysis, suggesting the need to explore various factors influencing the relationship between Retailing Mix and customer purchasing decisions. The Summary Effect/Mean Effect Size testing revealed a strong positive relationship between Retail Mix and customer purchase decisions, placing it in the very high category. The study concludes that the retail mix significantly influences customer purchasing decisions, emphasizing the importance of retail entrepreneurs integrating retail strategy to establish a competitive edge and maintain consumer loyalty. Keyword: retailing mix, decisions costumer, systematic review, prisma
... Potensi faktor untuk mempengaruhi determinasi konsumen dalam melakukan pembelian suatu produk, termasuk unsur produk itu sendiri, aspek harga, efek periklanan, serta distribusi, yang secara bersama-sama dikenal sebagai bauran pemasaran. Bauran pemasaran merujuk pada sekelompok alat pemasaran yang dapat dipadupadankan oleh bisnis dalam upaya menghasilkan respons yang diinginkan dari segmen pasar sasaran (Mohamad & Rahim, 2021). ...
The aims of this study are as follows: (1) To examine how products impact customers' purchasing choices at Golden IT Store Banjarmasin. (2) To analyze the impact of pricing on customers' purchasing decisions at Golden IT Store Banjarmasin. (3) To assess how the location influences customers' purchasing decisions at Golden IT Store Banjarmasin. (4) To test the influence of promotions on customers' purchasing decisions at Golden IT Store Banjarmasin. (5) To comprehensively evaluate the collective influence of products, pricing, location, and promotions on customers' purchasing decisions at Golden IT Store Banjarmasin. This research employs a quantitative approach involving the population of CVs. Golden IT Store Banjarmasin, with a sample of 31 respondents. Quantitative data analysis was conducted. The results of this study indicate that: (1) Products significantly impact purchasing decisions at CV. Golden IT Store. (2) Prices significantly impact purchasing decisions at CV. Golden IT Store. (3) The influence of location on purchasing decisions at CV. Golden IT Store is found to be statistically insignificant. (4) The effect of promotions on purchasing decisions at CV. Golden IT Store is relatively insignificant. (5) Collectively, products, promotions, pricing, and location have a substantial impact on purchasing decisions at CV. Golden IT Store.
... pemasaran mencakup upaya bisnis yang dimulai dengan mengidentifikasi kebutuhan konsumen yang harus dipenuhi, memutuskan produk apa yang akan diproduksi, menetapkan harga produk yang sesuai, dan memutuskan bagaimana cara mempromosikan dan mendistribusikan atau menjual prodk tersebut. Oleh karena itu, kegiatan pemasaran merupakan kegiatan yang (Rahim & Mohamad, 2021). ...
This research aims to determine the influence of service quality, product quality and trust on customer loyalty at CV. Surya Barokah Mandiri Banyuwangi. The type of research used was quantitative research and data collection techniques used observation, interviews and questionnaires for 136 respondents using purposive sampling techniques. The analytical tools used in this research are validity test, reliability test, classical assumption test, multiple linear regression analysis, T test, and simultaneous R2 test and F test. The results of testing the first hypothesis (H1) show that the service quality variable is 0.173, which is greater than 0.05, which means that the service quality variable has no influence on customer loyalty. The results of testing the second hypothesis (H2) show that the product quality variable is 0.610, where this value is greater than 0.05, so it can be concluded that the product quality variable has no influence on customer loyalty. The results of testing the third hypothesis (H3) show that the trust variable is 0.00 where the value is smaller than 0.05, so it can be concluded that the trust variable has a variable on customer loyalty.
... Di mana pun kita berada, kita sering berhadapan dengan istilah pemasaran, baik dalam pengertian yang paling sederhana maupun yang paling luas. Pemasaran adalah aktivitas yang melibatkan upaya untuk mempengaruhi orang lain agar menerima, membeli, atau menggunakan produk atau jasa tertentu (Haque-Fawzi, Iskandar, Erlangga, Sunarsi, & others, 2022;Mohamad & Rahim, 2021). Dalam kehidupan sehari-hari, banyak sekali kegiatan yang dapat dikaitkan dengan pemasaran. ...
Pemasaran merupakan aktivitas penting yang berdampak pada berbagai lapisan masyarakat, dari kelas sosial terbawah hingga teratas. Aktivitas ini tidak hanya relevan bagi dunia bisnis tetapi juga dalam kehidupan sehari-hari. Kegiatan ini mengkaji strategi perencanaan pemasaran untuk meningkatkan kompetensi mahasiswa dalam menghadapi tantangan dunia usaha. Kelemahan dalam perencanaan sering ditemui di kalangan pengusaha Indonesia. Seiring perkembangan ilmu manajemen, khususnya pemasaran, perencanaan yang matang menjadi kebutuhan yang mendesak. Mahasiswa, sebagai calon pelaku usaha, harus mempersiapkan diri dengan baik melalui pembelajaran strategi pemasaran yang kompleks dan mutakhir. Program pengabdian masyarakat ini melibatkan pelatihan intensif selama satu hari yang meliputi ceramah, diskusi, dan simulasi. Evaluasi menunjukkan bahwa peserta tidak hanya memahami teori tetapi juga mampu mempraktikkannya dalam simulasi yang relevan dengan dunia usaha nyata. Metode pembelajaran yang interaktif dan partisipatif terbukti efektif, dengan antusiasme tinggi dan partisipasi aktif dari peserta. Hasil pelatihan ini menunjukkan peningkatan signifikan dalam kompetensi mahasiswa dalam merancang strategi pemasaran. Keberhasilan program ini menjadi model yang baik untuk program pengabdian lainnya dalam upaya meningkatkan kompetensi generasi muda.
... Sekarang perusahaan sedang menghadapi masalah dalam pendistribusian barang ke outlet cabang, banyaknya data transaksi pendistribusian barang berdampak mengurangi efektivitas perusahaan. Pendistribusian yang lebih luas dan mudah diperoleh dapat meningkatkan efektivitas distribusi dan peluang penjualan produk [1]. ...
CV Marvelindo Utama adalah perusahaan telekomunikasi yang berfokus pada penjualan produk Smartfren. Tantangan utamanya adalah manajemen data yang melibatkan banyak spreadsheet terkait pengadaan, produksi, distribusi, dan manajemen stok, sehingga proses bisnis menjadi kurang efisien dan efektif. Penelitian ini bertujuan mengatasi masalah tersebut dengan membuat platform Supply Chain Management (SCM) berbasis website menggunakan TailwindCSS untuk frontend. Metode Rapid Application Development (RAD) digunakan untuk pengembangan sistem yang cepat dan mudah beradaptasi dengan perubahan, serta pengujian dilakukan dengan Blackbox Testing. Data dikumpulkan melalui observasi dan wawancara dengan pemilik CV Marvelindo Utama, Bapak Pinky Widya Halim. Hasil penelitian menghasilkan solusi dari permasalahan yang dialami perusahaan yaitu sebuah sistem manajemen rantai pasok berbasis website dengan persentasi keberhasilan blackbox testing sebesar 100% .
... Bauran pemasaran (Marketing mix) adalah seperangkat alat pemasaran yang bisa dikendalikan dan juga dipadukan oleh perusahaan untuk menghasilkan respon yang diinginkan oleh pasar sasaran. Bauran pemasaran terdiri atas segala sesuatu yang dapat dilakukan perusahaan untuk mempengaruhi permintaan produknya (Mohamad & Rahim, 2021). Bauran pemasaran terdiri atas segala sesuatu yang dapat dilakukan oleh perusahaan untuk mempengaruhi permintaan terhadap produknya. ...
Ubi ungu merupakan salah satu bahan pangan lokal kaya akan manfaat bagi tubuh yang dapat menjadi salah pilihan untuk menghasilkan suatu inovasi baru dalam pengembangan hidangan mochi. Tujuan penulisan jurnal ini untuk memaparkan strategi pengembangan produk chinggu. Metode penelitian yang dilakukan adalah kualitatif. Hasil yang didapatkan dari penyusunan strategi pengembangan produk chinggu digunakan untuk mengenalkan produk kepada konsumen. Berdasarkan hasil analisis SWOT, produk chinggu memiliki kelemahan yaitu memiliki harga jual tinggi, hal tersebut diatasi dengan melakukan pemasaran secara langsung, penjualan pribadi, dan menerapkan 4P. Pengembangan dan inovasi produk chinggu perlu dilakukan untuk keberlanjutan usaha.
... Bauran pemasaran mencakup seluruh langkah yang dapat diambil oleh perusahaan guna memengaruhi permintaan terhadap produknya. Secara sederhana, bauran pemasaran dapat diartikan sebagai gabungan variabel atau kegiatan yang merupakan inti dari sistem pemasaran, di mana perusahaan memiliki kendali atas elemen-elemen tersebut untuk memengaruhi respons dari pembeli atau konsumen (Mohamad & Rahim, 2021). ...
This research aims to assess the influence of promotional expenses on sales. The population focus of this study is the quarterly financial reports from PT Bukit Uluwatu Villa Tbk. The analyzed data includes information from the company's financial statements and profit and loss reports. Sample selection was carried out using a non-random (non-probability sampling) approach, applying purposive sampling methods. The sample consists of 35 quarterly financial reports covering the period from 2015 to 2023. The analysis process employed simple regression analysis using the SPSS statistical software. The promotional expense variable is measured by the total promotional expenses, while the sales variable is measured by total sales. This research provides valuable insights for PT Bukit Uluwatu Villa Tbk to optimize their marketing strategies, considering the importance of managing promotional expenses to enhance future sales outcomes. The analysis results indicate a significant influence of the promotional expense variable on sales at PT Bukit Uluwatu Villa Tbk. In other words, promotional expenses play a crucial role in influencing the company's sales performance.
... Satusatunya perbedaan adalah implementasi menurut sudut pandang Islam (Paujiah et al., 2020). Implementasi pemasaran Islam di Indonesia merupakan langkah yang baik dalam perbankan syariah, karena Indonesia merupakan salah satu negara di dunia dengan jumlah umat Islam terbanyak (Mohamad & Rahim, 2021). ...
This study aims to analyze the Effect of Marketing Mix 5Cs (Conformity, Character, Commitment, Conscience and Customer Centrism) on Customer Loyalty through Customer Satisfaction of BSI South Tangerang. This research is a quantitative study using Multiple Linear Regression and Sobel Test through Microsoft Excel 2010 and SPSS version 26. The population of this research is BSI South Tangerang customers, 100 respondents were taken as a sample using purposive sampling technique. The results showed that the 5Cs Marketing Mix simultaneously had a significant effect on customer satisfaction and there was a significant effect on customer loyalty. Partially, Conformity has a positive and significant effect on Customer Satisfaction, while Character, Commitment, Conscience and Customer Centrism have no significant effect. Likewise Commitment and Customer Satisfaction have a positive and significant effect on Customer Loyalty, while Conformity, Character, Conscience and Customer Centrism have no significant effect. The results of the Sobel test show that Customer Satisfaction as an intervening variable is able to mediate Conformity to Customer Loyalty, while Character, Commitment, Conscience and Customer Centrism to Customer Loyalty are unable to be mediated by Customer Satisfaction. So this shows that the 5Cs Marketing Mix of Bank Syariah Indonesia (BSI) South Tangerang is quite satisfying but has not been able to increase customer loyalty. Therefore BSI must improve the quality of service to customer needs.
... Abhirama (2022) menuliskan hasil penelitiannya Analisa SOAR menghasilkan rekomendasi cara marketing yang dapat dilaksanakan oleh Kopi Sapuangin Merapi untuk menaikkan upaya pasarannya. [7]. ...
Usaha Mikro, Kecil dan Menengah (UMKM) memiliki peranan yang sangat penting dalam perputaran roda perekonomian di Indonesia. Peningkatan jumlah UMKM ini menjadi alas an salah satu pentingnya strategi pemasaran oleh pelaku UMKM agar tetap bertahan dalam menjalankan usaha dikarenakan ketatnya persaingan usaha. Penelitian ini bertujuan untuk menganalisis faktor internal dan eksternal yang mempengaruhi stretegi pengembangan usaha di UMKM Sahabat Freid Chicken menggunakan metoda SOAR (Strength, Opportunities, Aspiration, and Result) dan QSPM (Qualitative Strategic Planning Matrix ). Pada metode SOAR ini melakukan identifikasi dan menganalisa suatu kekuatan dan peluang sehingga dapat menghasilkan aspirasi, tujuan, strategi dan komitmen agar mendapatkan hasil yang diingankan perusahaan. Selain itu penelitian ini bertujuan untuk memberikan strategi mana yang diprioritas untuk terlebih dahulu dilakukan menggunakan metode QSPM . Hasil penelitian ini mendapatkan 7 strategi alternatif berdasarkan analisis mtariks SOAR yang telah dilakukan, dan pada metode QSPM yang dilakukan terdapat strategi alternatif Melaksanakan dan mengoptimalkan Memanfaatkan lokasi strategis dan memperluas penjualan dengan aplikasi food delivery untuk meningkatkan eksistensi dan pertahan produk dipasaran dengan nilai skor Tasnya 7,513.
... Strategy can be defined from at least two different perspectives: from the perspective of what an organization will do, and also from the perspective of what an organization ultimately does. (Mohamad & Rahim, 2021), whether his actions were planned from the start or not. From the first perspective, strategy is "a broad program for defining and achieving an organization's goals and carrying out its mission. ...
This SWOT analysis can be used as a basis for business actors to achieve their business targets.This research aims to analyze and examine the development of the Al Fatih KItcken cake business.The research uses descriptive qualitative methods. The data sources in this research are:The primary data obtained was obtained from Al Fatih Kitchen through interviews, observation and documentation. The analysis method used is SWOT matrix analysis. The SWOT analysis method consists of combining the elements of strengths, weaknesses, opportunities and threats. The research results found that the SO strategy used by the medium-sized business Al Fatih Kitchen ismaintainquality and guaranteed production raw materials,medetermine the time and production plan in a well-scheduled manner; The ST strategy used by Al Fatih Kitchen ishave superior products as a characteristic of the business, Procurement of stock of raw materials needed to support the production process; The WO strategy used by Al Fatih Kitchen isPay attention to product attributesincludes taste, color, appearance, texture and aroma, mincreasethe entrepreneur's ability to carry out digital marketing and manage social media; The WT strategy used by Al Fatih Kitchen is to diversify the types of products offered and sold to consumers, carry out quality checking and control measures to ensure product quality.
... Konsumen juga dapat merasa lebih bernilai dengan promo-promo yang diberikan. Promosi berupa suatu elemen penting dalam bauran pemasaran (marketing mix) yang berfungsi untuk memperkenalkan produk atau jasa kepada konsumen, memberikan informasi mengenai produk atau jasa tersebut, serta mempengaruhi keputusan pembelian konsumen (Mohamad & Rahim, 2021). Promosi juga digunakan untuk membangun citra merek (brand image) dan meningkatkan kesadaran (awareness) terhadap produk atau jasa yang diiklankan. ...
Abstrak Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh kemudahan penggunaan aplikasi, promo, poin loyalitas dan pengaruh ketiga hal tersebut secara simultan terhadap repurchasing produk minuman Fore Coffee di Kota Makassar. Sampel penelitian sebanyak 100 responden yang merupakan customer produk minuman Fore Coffee Di Kota Makassar. Penelitian ini menggunakan metode analisis regresi linear berganda dan menggunakan kuisioner dalam pengumpulan data. Hasil penelitian menunjukkan bahwa persepsi kemudahan, persepsi promo, persepsi poin dan persepsi ketiganya secara simultan memberikan pengaruh yang positif dan signifikan terhadap repurchasing produk minuman Fore Coffee di Kota Makassar. Abstract This study aims to understand how the ease of using applications, promotions, loyalty points, and the combined influence of these factors affect the repurchasing of Fore Coffee beverage products in Makassar City. The research sample consisted of 100 respondents who are customers of Fore Coffee beverage products in Makassar City. The research used the multiple linear regression analysis method and employed questionnaires for data collection. The results of the study indicate that the perceptions of ease, promotions, loyalty points, and their combined perceptions collectively have a positive and significant influence on the repurchasing of Fore Coffee beverage products in Makassar City. PENDAHULUAN Pada era digital seperti saat ini, teknologi informasi telah menjadi bagian penting dalam kehidupan sehari-hari masyarakat. Salah satu teknologi informasi yang berkembang pesat adalah aplikasi mobile. Aplikasi mobile dapat diunduh pada perangkat mobile seperti smartphone atau tablet, dan digunakan untuk berbagai keperluan seperti berbelanja online, memesan makanan, memesan tiket transportasi, dan lain sebagainya. Aplikasi mobile dapat diunduh dengan mudah pada perangkat mobile seperti smartphone atau tablet, dan menjadi
... Strategy is an overall approach related to the implementation of ideas, planning, and execution of an activity over some time. In a good strategy, there is the coordination of work teams, a theme, that identifies supporting factors that are by the principles of implementing ideas rationally, and efficiently in funding, and have tactics to achieve goals effectively (Mohamad and Endang 2021). ...
The more competitors there are in the Hajj and Umrah travel business and as the interest of prospective pilgrims increases in their interest in carrying out the Hajj and Umrah pilgrimage, the quality of service determines the services of the Padang Fatour Travel Office. Implementing a strategy to improve service quality is the key to pilgrim satisfaction and the success of a Hajj and Umrah travel agency in achieving competitiveness. Every company is required to be able to develop and implement a strategy to improve service quality, thereby resulting in satisfaction for Hajj and Umrah pilgrims. In running a business, the company's service quality must provide services that are by Islamic law, of course, the services provided are services that are approved by Allah SWT with the values of beauty in service and actions that are by what Allah SWT permits and prohibits in carrying out activities. economy. The method used in this research is a qualitative approach, which is a field survey and is descriptive. The data collection methods used by the author in this research are observation, documentation, and interviews. The research results show that the strategy to improve service quality carried out by the Fatour Travel Office on the satisfaction of Hajj and Umrah pilgrims is the first strategy, the Fatour Travel Office must maximize branch offices by utilizing social media as a promotional tool. Second, forming an alumni organization to attract prospective pilgrims and so that congregations return to be loyal or subscribe to the services of the Fatour Travel office. Third, the Fatour Travel Office must create a new program, namely creating weekly ritual activities at least once a week. Because ritual activities are important or core activities when pilgrims before leaving for the holy land carry out the Hajj and Umrah.
... UMKM Mas Alwi telah berhasil menjual produknya hingga luar kabupaten dan kota. Menurut Mohamad & Rahim, (2021) Bauran pemasaran atau Marketing Mix merupakan salah satu strategi pemasaran untuk menyampaikan informasi secara luas, memperkenalkan suatu produk barang dan jasa, merangsang konsumen untuk memberi bahkan menciptakan preferensi pribadi terhadap image suatu produk. Oleh karena itu bauran pemasaran dianggap sebagai salah satu unsur strategi yang paling potensial di dalam memasarkan produk. ...
Produksi perikanan tangkap di Tanggamus mencapai sekitar 10.066 ton per tahun dengan komoditas ikan yang paling terkenal, yakni Ikan Blue Marlin. Ikan Blue Marlin menjadi komoditas unggulan di kabupaten Tanggamus karena memiliki rasa yang nikmat untuk dijadikan sebagai bahan baku olahan. Tujuan penelitian ini untuk mengetahui proses produksi pembuatan Fish Stick, mengetahui perhitungan rendemen produk Fish Stick, mengetahui kualitas bahan baku dan produk Fish Stick, mengetahui penerapan SSOP pada produksi Fish Stick, mengetahui analisa rugi - laba pada produksi Fish Stick dan mengetahui alur pemasaran Fish Stick. Metode yang digunakan dalam penelitian ini adalah metode studi kasus. Data yang diperoleh melalui observasi, wawancara, dan analisis sistematis akan memberikan informasi yang berguna untuk pengembangan dan peningkatan kualitas produk serta efisiensi operasional UMKM tersebut. Proses produksi Fish Stick Ikan Blue Marlin di UMKM Mas Alwi melibatkan langkah-langkah seperti penerimaan bahan baku, thawing, pencucian, pengilingan, pengadonan, pencetakan, pengorengan, dan pengemas. penelitian ini memberikan gambaran komprehensif tentang proses produksi dan kualitas Fish Stick Ikan Blue Marlin di UMKM Mas Alwi, memberikan dasar untuk perbaikan dan pengembangan berkelanjutan.
... Produk yang hebat tidak ada gunanya jika disembunyikan dan tidak ada yang tahu keberadaannya. Dalam bauran pemasaran, strategi produk merupakan elemen yang penting, karena dapat berpengauh pada strategi pemasaran lainnya (Mohamad & Rahim, 2021). Pemilihan pada jenis produk yang akan diproduksi dan dipasarkan akan menentukan kegiatan promosi, serta penentuan harga dan metode distribusi yang diperlukan. ...
Kuliner tradisional tidak hanya menjadi cenderamata yang menghiasai destinasi wisata, tetapi juga berpengaruh pada citra dan daya tarik wisatawan terhadap suatu lokasi wisata. Dalam konteks ini, salah satunya warung sate karak yang berada di kawasan Makam Sunan Ampel Surabaya mampu bertahan dan tetap eksis dengan rasa autentiknya di tengah persaingan usaha yang semakin ketat. Artikel ini ditulis untuk menguraikan alternatif strategi pemasaran dalam menghadapi persaingan yang ketat di industri kuliner dengan mengambil contoh warung sate karak di wisata religi Makam Sunan Ampel Surabaya. Peneliti mencoba menganalisis melalui metode pendekatan kualitatif dengan menggunakan Studi Kepustakan yang didapat dari berbagai buku, artikel, jurnal, maupun pemberitaan online. Sehingga menghasilkan bahwa strategi pemasaran Sate Karak yang tepat melibatkan beberapa aspek penting seperti bauran pemasaran, indentifikasi target pasar, kerjasama dengan pelaku usaha, hingga keikutsertaan kuliner dalam acara khusus.
... Pemasaran (marketing) merupakan suatu rangkaian usaha yang dikerjakan atau dilakukan untuk rencana dan harga, mengiklankan atau mempromosikan dan mendistribusikan barang dan jasa yang bertujuan untuk memuaskan kebutuhan baik kepada nasabah yang ada maupun nasabah potensial (Mohamad and Rahim 2021;Maulida and Sari 2022). Sedangkan syariah marketing merupakan pemanfaatan disiplin bisnis penting yang sesuai dengan nilai dan standar syariah (Putra and Hasbiyah 2018). ...
One thing that differentiates Islamic marketers from conventional marketers is their muamalah, namely, referring to Islamic law principles. This research aims to analyze the implementation of Islamic marketers in increasing the number of multipurpose product customers at the office channelling of Bank Sumsel Babel Pangkalpinang Syariah Branch. This research is a type of case study research with a qualitative approach. The data sources used are primary and secondary. Data collection techniques use interviews, observation, and literature. The results of the research show that the implementation of Islamic marketers includes Theistic (rabbaniyyah) implemented because the appearance of Islamic marketers is closed, covering the private parts and wearing the hijab; Ethical (akhlaqiah) implementation always behaves well, speaks politely, and not differentiate between one customer and another; Realistic (waqiyyah), namely the officer is honest in offering the product and does not exaggerate the product's advantages; Humanism (insaniyyah) implemented because officers always respect customers who come and are friendly regardless of ethnicity, religion, and race. The results of this research can be a reference for Islamic banking or other Islamic financial institutions to implement Islamic marketers in marketing products to the public.
This research aims to find out how the Islamic Economic perspective on marketing strategies at the Al Muawanah Mart Shop UIN Fatmawati Bengkulu is in attracting consumer shopping interest and to find out the role of marketing strategies in attracting shopping interest at the Al Muawanah Mart Shop UIN Fatmawati Bengkulu. The research method used in this research is field research using a qualitative descriptive approach. The data used in this research are primary data and secondary data. The results of this research show that 1) the marketing strategy at Al Muawanah Mart Store is in accordance with the Islamic economic perspective, where the focus is not only on profit aspects, but also on justice, ethics and consumer welfare. This strategy has the potential to increase consumer shopping interest, especially for those who prioritize sharia values in their daily lives. 2) the role of the marketing strategy implemented by the Al Muawanah Mart Store has proven to be significant in attracting consumer shopping interest, especially UIN Fatmawati students. The most effective strategy is price promotions, where consumers show a positive response to discount offers.
Malang District Police Principal Clinic is a first level health facility. Referring to the website of the Ministry of Health (Kemenkes) regarding Health Service Units (UPK), Based on existing data, there is a decrease in the number of visitors every year, starting from 2018 to 2022. The purpose of this study is to see how the implementation of marketing strategies using marketing mix at the Pratama Clinic of the Malang Police with the SOAR method. This research uses the soar analysis method which serves to analyze how the implementation of existing marketing strategies. The results of this study are that the implementation strategy implemented by this clinic has not been effective, based on the results of data processing through the IFE, EFE, and IE matrices from the questionnaires distributed, the results show that the marketing strategy that has been carried out at the Pratama clinic of the Malang police with the IFE score and EFE score in the IE matrix is in quadrant V (Medium-Medium) with the condition of hold and maintain (Market penetration and system development). From both IFE and EFE scores, the difference is quite small, meaning that both have a balanced point that is not too strong and not too weak. This proves that in the eyes of visitors to the Pratama clinic of the Malang police station there are still several things that need to be improved.
Strategi pemasaran adalah upaya memasarkan suatu produk, baik itu barang atau jasa dengan menggunakan pola rencana dan taktik tertentu sehingga jumlah penjualan menjadi lebih tinggi. Industri kecil merupakan bagian penting dari sistem perekonomian nasional, karena dapat mempercepat pemerataan pertumbuhan ekonomi melalui misi penyediaan lapangan usaha dan lapangan kerja. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Data yang digunakan data primer berupa observasi, wawancara dan dokumentasi. Strategi pemasaran dengan menggunakan bauran pemasaran 4P (produk, harga, lokasi dan promosi), sedangkan analisis data dari hasil bauran pemasaran menggunakan analisis SWOT (kekuatan, kelemahan, peluang dan ancaman). Sampel dalam penelitian ini yaitu pegawai dan konsumen Es Coklat Celup di Kartasura, Sukoharjo. Tujuan penelitian ini yaitu menganalisis dan mendeskripsikan strategi pemasaran Es Coklat Celup di Kartasura, Sukoharjo.
The closure of TikTok Shop has caused significant polemics, especially regarding the responsibility of e-commerce platforms as well as operational impacts on business and society, such as decreased revenue in the shipping sector, including J&T Express Bandar Lampung. This study aims to analyse the post-closure impact of TikTok Shop on J&T Express' revenue volume, and evaluate it from a sharia perspective. Using a qualitative approach, data were collected through questionnaires, observations, interviews, and documentation in the form of reports and literature. Data collection techniques include field observations and interviews with relevant parties. The results showed that the closure of TikTok Shop had a significant impact, reflected in the decrease in receipt volume at J&T Express Tanjung Gading, where around 70% of revenue came from the platform. From a sharia perspective, the closure of TikTok Shop can be considered appropriate if the platform violates sharia principles, such as justice, responsibility, and consumer protection. If the shutdown contributes to the reduction of exploitation and economic injustice, then the action is in line with sharia values.
Buku Ajar Manajemen Pemasaran ini disusun sebagai buku panduan komprehensif yang menjelajahi kompleksitas dan mendalamnya tentang ilmu manajemen pemasaran. Buku ini dapat digunakan oleh pendidik dalam melaksanakan kegiatan pembelajaran di bidang ilmu manajemen pemasaran dan di berbagai bidang ilmu terkait lainnya. Selain itu, buku ini juga dapat digunakan sebagai panduan dan referensi mengajar mata kuliah manajemen pemasaran dan menyesuaikan dengan rencana pembelajaran semester tingkat perguruan tinggi masing-masing.
Secara garis besar, buku ajar ini pembahasannya mulai dari manajemen pemasaran dan ruang lingkup, sistem informasi pemasaran, perencanaan strategi pemasaran dan bauran pemasaran, perilaku konsumen, identifikasi segmen dan pasar sasaran. Selain itu, materi mengenai strategi positioning merk dan pasar global juga dibahas secara mendalam. Buku ajar ini disusun secara sistematis, ditulis dengan bahasa jelas dan mudah dipahami, dan dapat digunakan dalam kegiatan pembelajaran.
The problem of this research is how the point of purchase influences purchasing decisions at Indomaret Tallunglipu, North Toraja Regency. The aim of this research is to find out the point of purchase strategy for purchasing decisions at Indomaret Tallunglipu, North Toraja Regency. The method used in this research is a quantitative descriptive method. The data collection techniques in this research are through observation, questionnaires and documentation. Data analysis techniques use quantitative descriptive analysis methods, and use questionnaires for Indomaret Tallunglipu consumers. The results of this research show that the opinions of several consumers about the strategy provided are proven by the questionnaires given and the answers to each alternative are an average of 90%, so it can be said that the POP strategy has had an influence on consumers of Indomaret Tallunglipu, North Toraja Regency
This study aims to analyze the marketing strategy of Lesehan Oha Doku Restaurant in Dompu using a descriptive qualitative approach. Data were collected through observation and in-depth interviews at the research location with the owner, Mrs. Kartini Fauzan. The results show that Lesehan Oha Doku Restaurant successfully utilizes social media such as Facebook, Instagram, and WhatsApp to increase visibility and reach a wider consumer base. Engaging content showcasing the unique dishes and bamboo-woven restaurant concept, along with active customer interaction, has built strong relationships and increased customer loyalty. Additionally, product diversification through catering services and strong branding with the name "Lesehan Oha Doku," which reflects local cultural identity, contributes to its success. Cultural marketing that integrates local elements has proven effective in creating an authentic experience for customers. SWOT analysis reveals strengths in quality ingredients, strategic location, and effective digital marketing strategies, despite challenges in human resources and price competition. This combination of strategies has enabled Lesehan Oha Doku Restaurant to outperform competitors in the Dompu culinary market and continue to grow rapidly.
Abstrak Peningkatan persaingan dan perubahan dinamika pasar menuntut UKM untuk mengembangkan strategi pemasaran yang efisien dan efektif. Dengan persaingan yang ketat menjadi satu masalah dalam usaha Salma Bed Alkes. Penelitian ini bertujuan mengetahui bagaimana strategi pemasaran yang diterapkan UKM Salma Bed Alkes perspektif marketing syariah. UKM Salma Bed Alkes dalam melakukan kegiatan pemasaran masih kurang. Selain itu sebagai seorang muslim juga perlu mengadopsi strategi pemasaran sesuai dengan syariah, oleh karena itu penelitian ini bertujuan untuk mengetahui sejauh mana strategi pemasarannya dalam perspektif marketing syariah. penelitian ini menggunakan pendekatan kualitatif dengan wawancara, observasi, dan studi pustaka. Informan utama melibatkan pemilik Salma Bed Alkes. Analisis data dilakukan melalui teknik analisis deskriptif kualitatif. Hasil penelitian ini menjelakan bagaimana strategi pemasaran dalam perspektif marketing syariah pada UKM Salma Bed Alkes. Strategi pasarnya antara lain adalah STP Segmentasi, Targeting, Positioning, dan Marketing Mix (Bauran Pemasaran). Adapun marketing Syariah yaitu berdasarkan etika pemasaran syariah dan berdasarkan karakteristik pemasaran syariah. Hasil penelitian ini juga diharapkan dapat memberikan rekomendasi praktis untuk peningkatan strategi pemasaran Salma Bed Akes sesuai dengan syariah islam, dan memberikan kontribusi pada literatur pemasaran UKM, khususnya dalam konteks industri alat kesehatan. Kata Kunci: Marketing Syariah, Strategi Pemasaran, UKM Salma Bed Alkes. Abstract Increased competition and changing market dynamics require SMEs to develop efficient and effective marketing strategies. With intense competition being a problem in the Salma Bed Alkes business. This study aims to determine how the marketing strategy applied by SMEs Salma Bed Alkes sharia marketing perspective. SMEs Salma Bed Alkes in conducting marketing activities is still lacking. In addition, as a Muslim, it is also necessary to adopt a marketing strategy in accordance with sharia, therefore this study aims to find out how far the marketing strategy is in the perspective of sharia marketing. this research uses a qualitative approach with interviews, observations, and literature studies. The main informant involves the owner of Salma Bed Alkes. Data analysis was carried out through qualitative descriptive analysis techniques. The results of this study explain how marketing strategies in the perspective of sharia marketing in SMEs Salma Bed Alkes. The market strategy includes STP Segmentation, Targeting, Positioning, and Marketing Mix. The Sharia marketing is based on sharia marketing ethics and based on sharia marketing characteristics. The results of this study are also expected to provide practical recommendations for improving the marketing strategy of Salma Bed Akes in accordance with Islamic sharia, and contribute to the SME marketing literature, especially in the context of the medical device industry. Keywords: Marketing Strategy, Sharia Marketing, SME Salma Bed Alkes.
Abstrak Perumahan Syariah Hamfara Purwokerto menerapkan Islamic Marketing Mix dalam strategi pemasarannya, namun menghadapi kendala. Produk sering terlambat, harga ditujukan untuk kelas menengah ke atas, dan strategi promosi terbatas. Penelitian ini menganalisis strategi mereka menggunakan pendekatan kualitatif dan teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa perusahaan lebih fokus pada nilai-nilai dalam memilih pembeli, harga ditentukan berdasarkan banyak pertimbangan, dan promosi ditargetkan pada generasi milenial. Lokasi perusahaan berada di tempat yang strategis. Namun, penelitian ini merekomendasikan peningkatan dalam penyerahan produk, pengembangan ide promosi yang inovatif, dan konsistensi dalam strategi lokasi. Kata Kunci: Islamic Marketing Mix, Strategi Pemasaran. Abstract Hamfara Syariah Housing in Purwokerto applies the Islamic Marketing Mix in its marketing strategy, but faces challenges. The product often arrives late, the price is aimed at the middle to upper class, and the promotion strategy is limited. This research analyzes their strategy using a qualitative approach and data collection techniques such as interviews, observations, and documentation. The research results show that the company focuses more on values when selecting buyers, the price is determined based on many considerations, and promotions are targeted at the millennial generation. The company’s location is in a strategic place. However, this research recommends improvements in product delivery, the development of innovative promotion ideas, and consistency in location strategy. Keywords: Islamic Marketing Mix, Marketing Strategy.
This research aims to determine and analyze the influence of product quality, service quality and partial and simultaneous reorders on Suroboyo Gerobak consumer satisfaction. This type of research is research with a quantitative approach. The population in this study were Suroboyo Cart consumers who made purchases more than once, namely 200 consumers. Determining the sample in the study used probability sampling using the Slovin formula so that the number of samples in this study was 100 consumers of Gerobak Suroboyo. The data analysis method in this research uses SPSS analysis tools through validity, reliability, classical assumption tests, namely normality test, multicollinearity test, heteroscedasticity test, multiple linear regression, t test, F test and correlation and determination coefficients. The results of this research show that (1) the product quality variable has no effect on consumer satisfaction, this is proven by the significance value of 0.441 > 0.05. (2) The service quality variable has a significant effect on consumer satisfaction, this is proven by the significance value of 0.026 < 0.05. (3) The reorder variable has a significant effect on consumer satisfaction, this is proven by the significance value of 0.033 < 0.05. (4) Simultaneous test results show that the variables of product quality, service quality and reorders have an influence on Suroboyo Cart consumer satisfaction. This can be proven by the results of Fcount (9.657) > Ftable (2.700) or a significance value < 0.05.
PT. Borneo Real Properti is a part of the PT Fachri Property Group, part of the largest property developer in West Kalimantan which operates in the property sector (Real Estate). ). This company was founded on June 7 2018, founded by Mr. Mochammad Fachri S, Sos. PT Borneo Real Properti utilizes social media in marketing housing. The efforts made are by carrying out promotions on several social media such as Facebook, Instagram, WhatsApp, YouTube and Tiktok. In this research, data was obtained through informants. The informants in this research are consumers, potential consumers, marketing staff, and HRD managers. This research aims to determine the effectiveness of social media on housing marketing at PT Borneo Real Properti. This research is qualitative research. Data collection through interviews, observation and documentation. Analyze this research data using qualitative data analysis. Based on the research results, it can be concluded that social media is effective in marketing housing as seen from the fact that after using social media PT Borneo Real Properti's consumers increase every month and housing sales increase every year. Barriers to marketing housing via social media are expensive advertising costs and competition between property companies with interesting content on social media.
Untuk mencapai pembiayaan dengan profit yang tinggi diperlukan strategi pemasaran yang baik bagi keberhasilan perusahaan. Matriks Boston Consulting Group (BCG) adalah alat analisis yang bertujuan untuk meningkatkan usaha dengan pemetaan antar divisi berdasarkan tingkat pertumbuhan dan pangsa pasar relatif. Penelitian ini adalah penelitian lapangan (field research) dengan pendekatan kualitatif deskriptif. Objek dalam penelitian ini adalah produk pembiayaan BSI Griya, BSI Mitraguna dan BSI OTO. Teknik pengumpulan data yang dilakukan oleh peneliti yakni observasi, wawancara terstruktur dokumentasi dan triangulasi. Hasil penelitian ini adalah strategi pemasaran yang digunakan BSI KCP Yogyakarta HOS Cokroaminoto adalah intensifikasi data nasabah, pick up service dan referral dimana dalam penentuan strategi dipengaruhi oleh faktor produk, harga, tempat dan promosi. Produk BSI Griya berada pada posisi bintang berdasarkan tingkat pertumbuhan pasar sebesar 12,5% dan pangsa pasar relatif sebesar 1,125 strategi yang dapat dilakukan adalah mengembangkan kualitas produk, meningkatkan kualitas pelayanan dan komunikasi pemasaran. Produk BSI Mitraguna berada pada posisi sapi perah dengan tingkat pertumbuhan pasar sebesar -19,04% dan pangsa pasar relatif sebesar 1,36 strategi pemasaran yang dapat diterapkan adalah meningkatkan kegiatan promosi, menerapkan BSI Mitraguna online dan meningkatkan ragam produk. Sedangkan produk BSI OTO berada pada posisi tanda tanya dengan tingkat pertumbuhan pasar sebesar 9,09% dan pangsa pasar relatif sebesar 0,48 strategi pemasaran yang dapat diterapkan adalah inovasi produk, inovasi margin serta menyediakan fasilitas online real time.
Burger & Grill merupakan salah satu restoran yang berada di kawasan Kalimalang Jakarta Timur yang menyediakan berbagai macam fasilitas selain tempat makan, diantaranya adalah hot spot area, open area, smoking area, no smoking area, toilet, tempat parkir, dan musik. Tujuan dari penelitian ini untuk mengetahui pengaruh yang signifikan antara variabel produk (product), harga (price), tempat (place), promosi (promotion) terhadap keputusan pembelian secara parsial dan simultan. Penelitian ini merupakan penelitian kuantitatif yaitu dengan subjek penelitian pelanggan Burger & Grill Kalimalang. Objek penelitian ini adalah 4 bauran pemasaran. Metode pengumpulan data terdiri dari kuesioner, observasi dan studi pustaka. Tehnik keabsahan data menggunakan uji validitas dan uji reliabilitas. Pengujian statistik dengan analisis uji asumsi klasik menggunakan uji normalitas, multikolinieritas, heterokedastisitas, dan kolmogorov. Teknik analisis data menggunakan regresi linier berganda, uji f, uji t, dan uji r2. Hasil dari penelitian secara parsial dengan menggunakan uji t didapat nilai t hitung product sebesar 2,326 dengan signifikansi 0,022, price 6,175 dengan signifikansi 0,000, promotion 2,214 dengan signifikansi 0,029 dan place 2,763 dengan signifikansi 0,007. Berdasarkan hasil t hitung diperoleh nilai t tabel sebesar 1.985, karena t hitung > t tabel dan nilai signifikansi < 0,05 maka dapat disimpulkan bahwa bauran pemasaran berpengaruh signifikan terhadap keputusan pembelian. Dan hasil penelitian secara simultan dengan uji F menunjukkan nilai f hitung sebesar 14,044 dengan signifikansi 0,000. Berdasarkan tingkat signifikansi 0,05 dan penghitungan rumus maka diperoleh f tabel sebesar 2.467. Karena f hitung > f tabel maka dapat disimpulkan bahwa bauran pemasaran secara serempak mempunyai pengaruh yang signifikan terhadap keputusan pembelian. Variabel bauran pemasaran yang paling berpengaruh terhadap keputusan pembelian adalah price (harga) dengan signifikansi 0,000 dan t hitung sebesar 6,175. Hal ini dikarenakan price (harga) merupakan pertimbangan yang paling diutamakan oleh para konsumen di burger & grill Kalimalang sebelum melakukan keputusan pembelian.
Dalam menghadapi persaingan industri saat ini yang semakin ketat, khususnya industri memasak, menjadi salah satu bidang usaha yang kini banyak diminati masyarakat, pesaing disekitarnya semakin banyak dan terus berkembang dan berkembang. Ketika memulai bisnis, ada banyak hal penting yang perlu dipersiapkan untuk mendukung kelancarannya. Salah satunya adalah merancang strategi bisnis. Oleh karena itu, tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis Strategi Pemasaran Digital Usaha Niri Cafe dalam Menghadapi Persaingan Bisnis Kuliner di Kota Cirebon. Dalam penelitian ini, peneliti menggunakan metode penelitian kualitatif dan pengumpulan data penelitian ini dilakukan dengan mengadakan pengamatan atau observasi dan wawancar, dengan objek penelitian di Niri Cafe. Teknik penelitian dalam penelitian ini ialah teknik analisis SWOT. Hasil penelitian menunjukan bahwa Niri Cafe menerapkan konsep strategi digital marketing melalui sosial media instagram, digital marketing membuat perusahaan mampu menjangkau pasar yang lebih luas untuk memasarkan produk secara efisien. Kondisi perusahaan pada kuadran 1 (positif,positif) hal ini mendakan bahwa perusahan dalam kondisi kuat dan berpeluang. Rekomendasi strategi yang diberikan adalah progresif, artinya perusahaan dalam kondisi prima. Hal ini dibuktikan dengan hasil nilai matriks pada tahap matriks IFAS dan EFAS. Nilai X yaitu selisih total kekuatan (S) dikurangi total kelemahan (W), dan untuk nilai Y yaitu selisih total peluang (O) dikurangi total ancaman (T). Hasil dari matriks nilai X dan nilai Y, X = 0,87-0,78, Y=0,93-0,84=0,09. Dengan demikian sangat mungkin untuk terus memperbesar dan memperluas pertumbuhan usaha demi kemajuan perusahaan secara berkesinambungan.
This study aims to examine the innovation of the marketing mix of educational services in increasing competitiveness and customer value at Junior High School Rahmat. This research uses a qualitative approach with a case study method. Data collection was conducted through in-depth interviews, observation, and documentation. The results showed that Junior High School Ar Rahmat has innovated the marketing mix in several aspects, such as product innovation, price, promotion, and place. The innovation is directed to provide added value for customers and increase student’s and parent’s satisfaction. This research provides advice for Junior High School Ar Rahmat in innovating the marketing mix, such as improving service quality, expanding the reach of promotions, offering more varied educational programs, providing financial assistance, and collaborating with educational institutions or companies. This research can provide input for decision-makers in the world of education to innovate the marketing mix in an effort to increase competitiveness and customer value in schools.
GuruInovatif.id merupakan sebuah perusahaan start-up (rintisan) yang bergerak dibidang jasa. Perusahaan ini menyediakan pelatihan online maupun offline bagi para guru di Indonesia untuk mengembangkan kompetensinya di dunia pendidikan. Pandemi Covid-19 merupakan salah satu faktor yang menyebabkan lahirnya GuruInovatif.id. Perubahan-perubahan termasuk kebijakan pemerintah yang adaptif mendorong GuruInovatif.id untuk terus inovatif dan kreatif agar tetap survive didunia bisnis saat ini. Melalui analisis peran bauran pemasaran, GuruInovatif.id menciptakan strategi baru bernama Tour Nasional GuruInovatif.id 2022. Salah satu faktor terciptanya strategi ini adalah akibat kebijakan pemerintah yang mengharuskan pembelajaran di Indonesia kembali dilaksanakan secara offline atau tatap muka. Penelitian ini tergolong kedalam penelitian kualitatif, dimana proses pengambilan data dilakukan melalui observasi, Focus Group Disccusion (FGD), serta keterlibatan langsung penulis sebagai peserta magang pada Tim Sales Marketing GuruInovatif.id. Dalam penelitian ini penulis memaparkan mengenai peran bauran pemasaran dalam GuruInovatif.id serta bagaimana pengaruh bauran pemasaran terhadap pendapatan dan kenaikan customer engagement pada media sosial GuruInovatif.id. Hasil dari penelitian ini menunjukan bahwa bauran pemasaran berperan penting sehingga memberikan dampak positif terhadap pendapatan perusahaan, kenaikan penjualan terlihat dari meningkatnya jumlah pengguna baru di platform, sedangkan dari sisi media sosial juga mengalami kenaikan pada engagement instagram dan jumlah pengikut instagram.
Strategi pemasaran merupakan logika dasar pelaku usaha dalam melakukan pertukaran nilai dengan pelanggan agar sesuai dengan harapan. Dalam merumuskan strategi pemasaran, diperlukan pertimbangan-pertimbangan faktor internal dan faktor eksternal, baik yang menjadi kekuatan dan kelemahan perusahaan maupun peluang dan ancaman yang dirasakan perusahaan. Salah satu unit usaha yang saat ini membutuhkan strategi pemasaran adalah Kelompok Wanita Tani Melati yang terletak di Desa Suranadi. Kelompok ini sudah cukup lama bergerak dalam bidang usaha pengolahan pangan, namun belum menemukan strategi pemasaran yang tepat untuk digunakan. Oleh karena itu, tujuan dari penelitian ini adalah untuk menganalisis strategi pemasaran produk olahan pangan Kelompok Wanita Tani Melati, sehingga menghasilkan alternatif strategi yang dapat diimplementasikan. Responden dalam penelitian ini ditentukan secara sengaja dengan asumsi responden tersebut kompeten dan mengetahui kegiatan operasional KWT Melati secara menyeluruh. Penelitian ini berupa penelitian kualitatif dengan menggunakan analisis SWOT. Hasil penelitian merekomendasikan agar KWT Melati menggunakan strategi pertumbuhan agresif, yaitu dengan memanfaatkan kekuatan dan peluang yang dimiliki. Alternatif strategi yang ditawarkan adalah peningkatan jumlah produksi dan pemasaran intensif pada saat event-event tertentu, serta peningkatkan kualitas produk untuk mempertahankan pelanggan setia.
Penelitian bertujuan mengetahui untuk mengetahui pengaruh bauran pemasaran terhadap purchase intention dan keputusan pembelian, pengaruh purchase intention terhadap keputusan pembelian serta strategi yang tepat pada produk wingko babat merk “dua kelapa muda”. Metode yang digunakan yaitu explanatory research dengan data kuantitatif yang dikumpulkan melalui angket kepada responden sebanyak 100 orang, teknik penentuan sampel menggunakan judgement sampling. Variabel dalam penelitian ini terdiri dari Product (X1), Price (X2), Place (X3), Promotion (X4), People (X5), Physical evidence (X6), dan Process (X7), Purchase intention (Z) dan Purchase intention (Y). Teknik analisis data dilakukan dengan beberapa tahapan yaitu analisis deskriptif, uji instrumen dan analisis SEM PLS. Hasil analisis menunjukkan bahwa penerapan strategi bauran pemasaran masih menggunakan penjualan utama pada outlet stand outdoor yang mudah dijangkau, penerapan harga yang bersaing, penyediaan produk tersedia pada beberapa lokasi yang dekat dengan area publik. Terdapat pengaruh yang signifikan dari bauran pemasaran berupa product, price, place, people, physical evidence, dan process terhadap purchase intention dan keputusan pembelian baik melalui pengaruh langsung atau pengaruh tidak langsung yang dimediasi oleh variabel purchase intention, purchase intention memiliki pengaruh yang signifikan terhadap keputusan pembelian, strategi yang tepat yaitu mengkombinasikan product, price, place, promotion, people, physical evidence, dan process agar terus bisa bersaing dengan kompetitor.
The objective of this study is to analyze the marketing strategy of rice and its impact on the socio-economic status of collecting traders in Bente Village, Kabawo District, Muna Regency. The population of the study consisted of 9 members of the Bangkit Jaya Farmer Group, who are rice producers, and the sample was selected using the census sampling technique. Data were collected through observation, interviews, and documentation using media or interview guide instruments. The study employed a descriptive qualitative analysis method, which involved three stages: data reduction, data presentation, and conclusion drawing. The findings revealed that the Bangkit Jaya Farmer Group's sales partner strategy for rice involves price cuts and no delivery fees. The brand strategy focuses on rice with special characteristics, using local rice as raw material. The applied price strategy involves reducing the price of rice sales with partners for every purchase of approximately 1 ton. Rice marketing has a significant impact on the socioeconomic conditions of members of the Bangkit Jaya Farmer Group and their families, including education, health, income, and asset ownership.
Marketing mix atau bauran pemasaran merupakan suatu strategi pemasaran yang menggabungkan beberapa elemen yang mencakup produk, harga, tempat, dan promsi yang dilakukan secara terpadu. Melalui keempat elemen ini diharapkan akan memberikan pengaruh yang mampu mendorong individu untuk melakukan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi konsumen mengenai marketing mix terhadap keputusan pembelian produk Ms. Glow. Metode penelitian yang digunakan adalah metode kuantitatif. Subjek dalam penelitian ini sebanyak 166 mahasiswa/i Fakultas Psikologi Universitas Muhammadiyah Aceh dengan pengambilan sampel menggunakan teknik non probability sampling. Pengambilan data menggunakan model skala likert dengan menyebarkan kuesioner kepada subjek. Adapun teknik analisis data penelitian menggunakan analisis regresi linear sederhana. Berdasarkan Hasil analisis regresi linear sederhana diperoleh hasil sebesar 0,595, menunjukkan persepsi konsumen mempunyai pengaruh yang signifikan terhadap keputusan pembelian produk Ms. Glow dan memiliki pengaruh yang positif. Hasil perhitungan penelitian yang telah dilakukan menunjukkan bahwa terdapat pengaruh yang signifikan antara marketing mix terhadap keputusan pembelian sebesar 35,2%, sedangkan sisanya dipengaruhi oleh variabel lain
In starting a business, the marketing mix strategy is one of the crucial aspects. The business landscape is highly competitive, requiring effective marketing strategies to achieve planned outcomes and gain a competitive edge in the market. Therefore, research on marketing mix strategies from an Islamic economic perspective is essential. In light of this background, business operators must consider marketing mix strategies that align with the principles of Islamic economics to compete effectively while adhering to Islamic principles.The research problem in this study is to examine the marketing mix strategy of Mama Mia Nasi Goreng (Fried Rice) stall in facing business competition and assess whether the marketing mix strategy aligns with Shariah (Islamic law) principles. The objective is to identify the marketing strategies employed by Mama Mia Nasi Goreng stall and evaluate their conformity to Shariah business principles. Data for this research were obtained through interviews, observations, and documentation. The findings of this study reveal that Mama Mia Nasi Goreng stall employs a marketing mix strategy, commonly known as the 4Ps (product, promotion, price, place). The stall emphasizes product quality, promotional activities, pricing, and location. The marketing strategy adopted by Mama Mia Nasi Goreng stall adheres to the principles of Islamic business, namely siddiq (honesty), amanah (trustworthiness), tabligh (communication), and fathonah (wisdom). However, the weaknesses observed in Mama Mia Nasi Goreng stall's implementation of its marketing strategy are a lack of consistency in promotional activities and limited parking space.
PT Galih Estetika Indonesia is the first company in Indonesia engaged in processing sweet potatoes with the main product being pasta. This study aims to describe the STP strategy, marketing mix and marketing constraints of sweet potato paste products at PT Galih Estetika Indonesia. This research was conducted with descriptive method. The research data were obtained through observation and in-depth interviews with the management of PT Galih Estetika Indonesia. Marketing constraint data is processed using fishbone analysis. Based on the results of STP analysis and marketing mix, sweet potato pasta products from PT Galih Estetika Indonesia can compete with competitors and have a broad market such as Korean and Japanese people who adopt a healthy lifestyle and understand the ingredients of sweet potato. However, marketing at PT Galih Estetika Indonesia still has problems at some time in the form of product color specification discrepancies which result in complaints from buyers. These obstacles arise due to the lack of effectiveness of employees at PT Galih Estetika Indonesia
This research is motivated by the marketing strategy used by street vendors in making buying and selling transactions at Wisma Loa Janan Ilir Market and consumer buying interest in the products sold by street vendors. With the formulation of the problem, how is the marketing strategy of Street Vendors at Wisma Loa Janan Ilir Market and how is consumer buying interest in the products of Street Vendors at Wisma Loa Janan Ilir Market in the perspective of Islamic Economics. This study aims to determine the marketing strategy of street vendors at the Wisma Loa Janan Ilir Market and consumer buying interest in the products of street vendors at the Wisma Loa Janan Ilir Market in the perspective of Islamic Economics. This research is a descriptive qualitative method and used a purposive sampling method. The respondents of this study were 70 street vendors at the Wisma Loa Janan Ilir Market by taking 7 street vendors who met the research criteria. Data collection techniques used are Interview, Observation, and Documentation. The data analysis technique uses Miles and Huberman field model data analysis. Based on the results of research in the field, Street vendors use 7 marketing mixes to attract consumer buying interest at the Wisma Loa Janan Ilir Market to increase consumer buying interest including the implementation of a quality and halal product strategy. affordable by consumers, attractive promotion, strategic place on the side of the road and clean, people with friendly service, physical evidence that is easy to find with a business name sign, and process ) that are open or transparent and honest (shiddiq) to consumers. With the application of the marketing mix, the street vendors were able to increase the buying interest of some people in Loa Janan Ilir District or outside the area so that they came to shop at Wisma Loa Janan Ilir Market. Regarding consumer buying interest in Street Vendor products at Wisma Loa Janan Ilir Market in the perspective of Islamic Economics there is no element of exaggeration (ghuluw) in meeting their needs or desires and is influenced by the quality of halal products, low prices, attractive product promotions, market locations that are strategic because it is on the side of the road, friendly service, transparent or open product manufacturing process and easy to find with a business name sign given by street vendors at Wisma Loa Janan Ilir Market. Keywords: Marketing Mix Strategy, Street Vendors, Consumer Buying Interest Abstrak Penelitian ini dilatarbelakangi oleh strategi pemasaran yang digunakan oleh Para Pedagang Kaki Lima dalam melakukan transaksi jual beli di Pasar Wisma Loa Janan Ilir dan minat beli konsumen terhadap produk yang dijual Pedagang Kaki Lima. Dengan rumusan masalah bagaimana strategi pemasaran Pedagang Kaki Lima di Pasar Wisma Loa Janan Ilir dan bagaimana minat beli konsumen terhadap produk Pedagang Kaki Lima di Pasar Wisma Loa Janan Ilir dalam perspektif Ekonomi Islam. Penelitian ini bertujuan untuk mengetahui strategi pemasaran Pedagang Kaki Lima di Pasar Wisma Loa Janan Ilir dan minat beli konsumen terhadap produk Pedagang Kaki Lima di Pasar Wisma Loa Janan Ilir dalam perspektif Ekonomi Islam Jenis penelitian ini adalah metode penelitian kualitatif deskriptif. Informan penelitian terdiri dari 70 Pedagang Kaki Lima di Pasar Wisma Loa Janan Ilir dengan mengambil 7 Pedagang Kaki Lima yang sesuai dengan kriteria penelitian. Teknik pengumpulan data yang digunakan yakni Wawancara, Observasi, dan Dokumentasi. Teknik analisis data menggunakan analisis data model lapangan Miles and Huberman. Berdasarkan hasil penelitian di lapangan, diketahui bahwa: Pedagang Kaki Lima sudah menggunakan 7 bauran pemasaran untuk menarik minat beli konsumen di Pasar Wisma Loa Janan Ilir untuk meningkatkan minat beli konsumen diantaranya penerapan strategi Product (Produk) yang berkualitas dan juga halal, Price (Harga) yang terjangkau oleh konsumen, Promotion (Promosi) yang menarik, Place (Tempat) yang strategis berada dipinggir jalan dan bersih, People (Orang) dengan pelayanan yang ramah, Physical evidence (Bukti Fisik) yang mudah ditemukan dengan plang nama usaha, dan Process (Proses) yang terbuka atau transaparan dan Jujur (shiddiq) kepada konsumen. Dengan penerapan bauran pemasaran tersebut para Pedagang Kaki Lima mampu meningkatkan minat beli sebagian masyarakat Kecamatan Loa Janan Ilir ataupun diluar wilayah agar mereka datang berbelanja di Pasar Wisma Loa Janan Ilir. Terkait minat beli konsumen terhadap produk Pedagang Kaki Lima di Pasar Wisma Loa Janan Ilir dalam perspektif Ekonomi Islam tidak adanya unsur berlebih-lebihan (ghuluw) dalam memenuhi kebutuhan ataupun keinginannya dan dipengaruhi oleh kualitas produk yang halal, harga yang murah, promosi produk yang menarik, lokasi pasar yang strategis karena berada dipinggir jalan, pelayanan yang ramah, proses pembuatan produk yang transparan atau terbuka dan mudah ditemukan dengan plang nama usaha yang diberikan oleh Pedagang Kaki Lima yang ada di Pasar Wisma Loa Janan Ilir. Kata Kunci: Strategi Bauran Pemasaran, Pedagang Kaki Lima, Minat Beli Konsumen
The 7P marketing mix strategy is a combination of product, price, promotion, place, people, physical evidence, and process. In each mix has a role to succeed in marketing achievements. In every important marketing mix strategy implemented based on sharia marketing. Hani Farm was founded in 2019 and is a producer of hydroponic vegetables that are cultivated and managed by Islamic boarding schools where students play an active role. Hani Farm was also identified as using a marketing mix strategy, with increased turnover even though there was a decrease when PPKM occurred so it is important to study the marketing mix strategy of Hani Farm Samarinda from a sharia marketing perspective. The research method is qualitative research. Data collection techniques through observation, interviews, and documentation. Data analysis techniques are data reduction, data presentation, then drawing conclusions. Based on the results of Hani Farm Samarinda's marketing mix research from a sharia marketing perspective; Hani Farm's products are vegetables and vegetable delivery services. The price of vegetable products is determined based on market prices and service product tariffs using the average rate in one area of Samarinda City. Promotion is done by sales promotion, publicity, and personal selling. The place is located at the KH Harun Nafsi Islamic boarding school which has easy access to consumers. Human resources are equipped with knowledge and coaching and are supervised by field coordinators at work. The process is carried out following standard rules and the ordering process is made easy to understand and work on. In the marketing mix strategy, Hani Farm has carried it out with sharia marketing values, namely shiddiq, amanah, fathanahtabligh and. As well as the principles of sharia marketing, namely strategy, needs, halal, welfare, and mutual agreement. And the characteristics of sharia marketing are theistic, ethical, realistic, and humanistic.
This study was conducted to examine the effect of the sharia marketing mix variables and halal label on purchase decisions at d'BestO city of Bogor. This study uses a quantitative method. The sample was 86 respondents who are consumers of products d'BestO in Bogor. Analysis of the data used in this research is multiple regression analysis. The results of this study show that: sharia marketing mix significantly influence the purchase decision is evidenced bythat the value of the variable t on sharia marketing mix is 4.090 with a significance level of 0.000. Because the value of t is greater than t table is 4.090 > 1.988 and 0.000 significance value <0.05. And halal label significantly influence the purchase decision is evidenced by the value of the variable t on halal label is 3.739 with a significance level of 0.000. Because the value of t is greater than t table is 3.739> 1.988 and 0.000 significance value <0.05. sharia marketing mix and halal label jointly significant effect on purchase decisions this is evidenced by the significant value of the smaller F-test of 0.05 is equal to 0.000 (0.000 <0,05) so that it can be concluded that the sharia marketing mix and halal label significant influence on purchase decisions.
Purpose
This paper aims to integrate and examine three loyalty routes (i.e. service quality, emotional attachment and religiosity) in developing customer loyalty towards Islamic banking.
Design/methodology/approach
Data were collected from 412 Islamic bank customers from Indonesia. Variance-based structural equation modelling was applied to evaluate the association between service quality, emotional attachment, religiosity and customer loyalty.
Findings
This study reveals that customer loyalty is more driven by emotional attachment and religiosity rather than by perceived service quality. Although not directly affecting customer loyalty, service quality strengthens customer satisfaction towards Islamic banks.
Practical implications
This study provides an opportunity for Islamic bank managers to increase their customer loyalty through the development of emotional attachment and religiosity. To improve customer loyalty, this study suggests that Islamic banks have to provide prompt, accurate and non-personal service. It is also important for Islamic bank managers to keep the bank operation compliant with the Sharia law.
Originality/value
This study is the first attempt to assess the three loyalty routes simultaneously in influencing customer loyalty.
Strategi Marketing Mix Dalam Perspektif Syariah
- Ita Nurcholifah
Ita Nurcholifah, Strategi Marketing Mix Dalam Perspektif Syariah, Jurnal Khatulistiwa-Journal Of Islamic
Studies, Vol. 4, No. 1, 2014, h. 78
Marketing Mix) Perspektif Ekonomi Syariah
- Manajemen Nurhadi
- Strategi Pemasaran
- Bauran
Nurhadi, Manajemen Strategi Pemasaran Bauran (Marketing Mix) Perspektif Ekonomi Syariah, Jurnal Human
Falah, Vol. 6, No. 2, 2019, h. 152-154
Redefinisi Bauran Pemasaran (Marketing Mix) "4p" Ke "4C
- Akhmad Sefudin
Akhmad Sefudin, Redefinisi Bauran Pemasaran (Marketing Mix) "4p" Ke "4C", Journal of Applied Business
and Economics, Vol. 1, No. 1, 2014, h. 18