Analisis Strategi Bauran Pemasaran (Marketing Mix) dalam Perspektif Ekonomi Islam: Studi Kasus pada UMKM Ma’Rika  di Kecamatan Cikupa

Muhammad Khaeru Fathurrohman

doi:10.32678/tsarwah.v9i2.11790

Authors

Muhammad Khaeru Fathurrohman Universitas Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.32678/tsarwah.v9i2.11790

Keywords:

Strategy, Marketing Mix, Islamic Economics

Abstract

This study aims to analyze the marketing mix strategy consisting of 4 components or 4P, namely product, price, place, and promotion at Ma'Rika MSMEs in Dukuh Village, Cikupa District, Tangerang Regency, Banten Province from an Islamic economic perspective. This form of research employs qualitative methods with a descriptive approach. The data collection method uses observation, interviews with business owners and production employees totaling 5 people, and documentation. Data reduction, data presentation, and conclusions or verification are part of the data analysis techniques in this study. The results showed that Ma'Rika MSMEs in Cikupa District have implemented a marketing mix strategy in an Islamic economic perspective both in terms of products that prioritize halal and good principles (halalan thayyiban), prices that are affordable and free from elements of injustice and price discrimination, strategic business places and have carried out samsarah activities, and promotional activities prioritizing morals and honesty values.

Downloads

Download data is not yet available.

References

Adzkiya, U. (2017). Analisis Etika Bisnis dan Marketing Nabi Muhammad Saw. Iqtisad, 4(1), 1–23.

Fahma, R., & Sujianto, A. E. (2022). Strategi Bauran Pemasaran Syariah untuk Meningkatkan Penjualan pada Batik Liris Manis Tulungagung. Jurnal Cakrawala Ilmiah, 1(8), 2001–2014.

Fathurrohman, M. K., Mukhsin, M., & Atiah, I. N. (2024). The Effect of Electronic Word Of Mouth (E-WOM), Influencer Marketing, and Halal Awareness on Consumer Buying Interest in Mountea Products. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(204), 1167–1189.

Hasibuan, M. Z., & Jayusman, S. F. (2022). Analisis Penerapan Bauran Pemasaran Berbasis Syariah pada Keputusan Pembelian. Prosiding Seminar Nasional Hasil Penelitian, 5(1), 192–200.

Helliyati, H., Suba’idah, S., & Thaharoh, N. (2022). Penerapan Islamic Marketing Mix dalam Meningkatkan Penjualan pada Produk Lokal Rengginang Cap Jempol di Desa Prenduan Kecamatan Pragaan Sumenep. Alkasb: Journal of Islamic Economics, 1(2), 123–133.

Herfita, D., Widyastuti, T., & Gustari, I. (2017). Analisis Strategi Bisnis pada PT. Gancia Citra Rasa. Jurnal EKSEKUTIF, 14(2), 369–383.

Ishak, K. (2015). Konsep Etika Produksi dalam Sistem Ekonomi Islam Menurut Afzalur Rahman dan Yusuf Qordhowi. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 4(1), 40–69.

Jazilinni’am, N. (2022). Analisis Strategi Marketing Mix dalam Perspektif Ekonomi Syariah pada UMKM Hasma Jaya Lestari. Nomicpedia: Journal of Economics and Business Innovation, 2(1), 18–32.

Kemenag. (2019). Qur’an Kemenag. Kementerian Agama RI. https://quran.kemenag.go.id/

Mas’ari, A., Hamdy, M. I., & Safira, M. D. (2019). Analisa Strategi Marketing Mix Menggunakan Konsep 4P (Price, Product, Place, Promotion) pada PT. Haluan Riau. Jurnal Teknik Industri: Jurnal Hasil Penelitian Dan Karya Ilmiah Dalam Bidang Teknik Industri, 5(2), 79–86. https://doi.org/10.24014/jti.v5i2.8997

Mohamad, R., & Rahim, E. (2021). Strategi Bauran Pemasaran (Marketing Mix) dalam Perspektif Syariah. MUTAWAZIN (Jurnal Ekonomi Syariah), 2(1), 15–26. https://doi.org/10.54045/mutawazin.v2i1.234

Sahir, S. H. (2021). Metodologi Penelitian (T. Koryati (Ed.); I). KBM Indonesia.

Syukur, P. A., & Syahbudin, F. (2017). Konsep Marketing Mix Syariah. Jurnal Ekonomi Dan Perbankan Syariah, 5(1), 71–94. https://doi.org/10.46899/jeps.v5i1.167

Tambunan, C. R. (2023). Kontribusi UMKM dalam Perekonomian Indonesia. https://djpb.kemenkeu.go.id/kppn/lubuksikaping/id/data-publikasi/artikel/3134-kontribusi-umkm-dalam-perekonomian-indonesia.html

Tentang Produk Halal. (2023). Halalmui.Org. https://halalmui.org/tentang-produk-halal/#:~:text=Al-Qur’an surat Al,dlaam hal-hal yang diharamkan.

Ulandari, O. (2023). Efektivitas Marketing Mix 4P terhadap Penjualan BUMDes “Sumber Rejeki” Desa Samir Kecamatan Ngunut Kabupaten Tulungagung. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 4(1), 183–195. https://doi.org/10.37631/ebisma.v4i1.931

UMKM Indonesia. (2024). Kadin.Id. https://kadin.id/data-dan-statistik/umkm-indonesia/#:~:text=Peran UMKM sangat besar untuk,%2C setara Rp9.580 triliun.

Valentina, D. A., & Wahyuni, A. (2023). Strategi Pemasaran Syariah Menggunakan Analisis SWOT pada UMKM Kopi Kare Kabupaten Madiun. JOIPAD: Journal of Islamic Philantrhropy and Disaster, 3(1), 48–57. https://doi.org/10.21154/joipad.v3il.6133

Wahyudi, R., Thoyib, M., Firmansyah, & Amri, D. (2021). Analysis of Marketing Mix Strategy on Consumer Value in Small and Medium Enterprises in Palembang, South Sumatra. 4 Th Forum In Research, Science, and Technology (FIRST-T3-20). Atlantis Press, 142–146.