Herlina, Ade (2022) ANALISA STRATEGI PEMASARAN BERBASIS NILAI-NILAI SYARIAH DALAM MENARIK MINAT BELI KONSUMEN MUSLIM (STUDI PADA SHALIHA.LOOKS). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi bagaimana strategi pemasaran berbasis nilai-nilai syariah serta implementasinya yang diterapkan di dalam suatu unit usaha Shaliha.Looks dalam menarik minat beli konsumen muslim. Penelitian ini menggunakan pendekatan kualitatif dengan analisis deskriptif, jenis data berupa data primer yang dikumpulkan melalui observasi, wawancara, dan dokumentasi serta data sekunder yang dikumpulkan melalui buku, jurnal, hadits, dan Al-Qur’an. Penelitian ini mengusulkan pola penerapan strategi pemasaran berbasis nilai-nilai syariah “Pattern of Application of Marketing Strategy based on Sharia Values”. Hasil penelitian yang diperoleh menyatakan bahwa (1) Shaliha.Looks dalam menarik minat beli konsumennya menggunakan empat pola strategi yang teridentifikasi yaitu shiddiq, fathanah, amanah, dan tabligh. (2) Empat strategi yang diterapkan juga teridentifikasi sebagai strategi untuk menarik minat beli konsumen muslim dengan menghadirkan produk yang berkualitas, variasi pilihan produk, pelayanan ramah, dan pemberian garansi. Strategi ini memberikan wawasan pentingnya menerapkan strategi pemasaran berbasis nilai-nilai syariah dalam menarik minat beli konsumen muslim. This study aims to identify how marketing strategies based on sharia values and their implementation are applied in a business unit of Shaliha.Looks in attracting Muslim consumers to buy. This study uses a qualitative approach with descriptive analysis, the type of data in the form of primary data collected through observation, interviews, and documentation and secondary data collected through books, journals, hadith, and the Qur'an. This study proposes a pattern of implementing a marketing strategy based on sharia values "Pattern of Application of Marketing Strategy based on Sharia Values". The results of the study stated that (1) Saliha.Looks in attracting consumer buying interest using four identified strategy patterns, namely shiddiq, fathanah, amanah, and tabligh. (2) The four strategies implemented were also identified as strategies to attract Muslim consumers to buy by presenting quality products, variety of product choices, friendly service, and providing guarantees. This strategy provides insight into the importance of implementing a marketing strategy based on sharia values in attracting Muslim consumers to buy.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | ADE HERLINA | ||||||||
| Date Deposited: | 03 Sep 2022 06:19 | ||||||||
| Last Modified: | 03 Sep 2022 06:19 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8264 |
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