Title : MARKETING STRATEGY IN AN ISLAMIC ECONOMIC PERSPECTIVE: Study of Minang Ethnic Culinary Businesses in Palembang City
Author : RINOL SUMANTRI
Universitas Airlangga
Item Type : Thesis (Dissertation)
Abstract
This research aims to determine the strategic marketing of Minang ethnic culinary businesses in the city of Palembang which includes segmentation, targeting, positioning (STP), knowing the marketing mix strategy of Minang ethnic culinary businesses in the city of Palembang, and the concept of Islamic marketing from the perspective of Minang ethnic culinary entrepreneurs in the city of Palembang. . This research is qualitative research, using a phenomenological approach. The results of the research explain that the first strategic marketing concept for Minang ethnic culinary businesses, segmentation, open all segments, is a segmentation strategy based on the democratic, egalitarian and synthetic nature of the Minang ethnic group and the motive for seeking business profits. Viewed from an Islamic marketing perspective, this strategy is the implementation of a humanistic character and achieves profits by means of 'an tara>d}in minkum; targeting, implementing differentiated marketing strategies based on each capacity and capability. Viewed from an Islamic marketing perspective, this strategy is the implementation of a realistic attitude and the principle of maximizing benefits; positioning, maintaining menu taste and excellent service. Viewed from an Islamic marketing perspective, this strategy is an implementation of the Prophet's business attitude, namely: trustworthy, honest and trustworthy. The two marketing mix strategies: product, the product strategy is an implementation of their democratic, egalitarian and synthetic cultural values. Viewed from an Islamic marketing perspective, the product strategy is a pragmatic and product strategy and a strategy with halal menus; price, is a competitive and affordable pricing strategy for consumers. Viewed from an Islamic marketing perspective, this strategy is a strategy based on the concept of pallation and price and fulfills the principle of 'an tara>d}in minkum; place, is a strategy that makes it easier to distribute products to consumers who need them. Viewed from an Islamic marketing perspective, this strategy implements the objectives of distribution activities to meet the public benefit, does not deviate ethically because product distribution channels are not delayed; promotion, the strategy implemented prioritizes efficiency and effectiveness. Viewed from an Islamic marketing perspective, it fulfills the characteristics of Islamic marketing, namely ethical, realistic and humanist, fulfills the elements of persistence and promotion, and does not make excessive promises. Third, the Islamic marketing concept from the perspective of ethnic Minang culinary entrepreneurs must be in accordance with Islamic economic values and in accordance with sharia provisions. The mutually reinforcing relationship between Islamic economic values and Minang culture is called the dialectical marketing concept.
Keywords: Marketing, Islamic marketing, strategy, marketing mix.
