ANALYSIS OF THE IMPLEMENTATION OF SHARIAH MARKETING VALUE IN LONTONG UMKM VILLAGE SURABAYA CITY
DOI:
https://doi.org/10.54209/ekonomi.v12i04.2899Keywords:
MSMEs, Marketing, Shariah Marketing ValueAbstract
MSME (Micro, Small and Medium Enterprises) is the main occupation in Lontong Village, Kupang Krajan Village, Surabaya City. The resulting product is rice cake, which is sold through online and offline marketing. This study aims to determine the application of shariah marketing values to the MSME (Micro, Small and Medium Enterprises). This research was conducted using a qualitative descriptive method. Primary data sources were obtained through interviews with sellers. Secondary data is the people in Kampung Lontong Surabaya. Based on the research results, the sellers in Lontong Subdistrict, Surabaya City, have applied the shariah principles of marketing value through the values of Use A Spiritual Brand Character (Brand), Services Should Have the Ability to Transform (Service), Practice A Reliable Business Process (Process). With the application of Shariah Marketing Values for MSME Lontong (Micro, Small and Medium Enterprises) in the Kupang Krajan Village, Surabaya City, the quality, cleanliness and halalness of the products they sell are guaranteed, they can increase sales through online and offline marketing, the products they sell will continue to grow. Grow so that the profits you get will be even more significant, and also, the demand for this lontong product will increase so that the sellers can be better known in the community.
Downloads
References
A. Salam and A. Makhtum, “Implementasi Jaminan Produk Halal Melalui Sertifikasi Halal Pada Produk Makanan Dan Minuman Umkm di Kabupaten Sampang,” Qawwam Leader’s Writ., vol. 3, no. 1, pp. 10–20, 2022.
A. F. Rohmah and R. Hermawan, “Tinjauan Hukum Islam Pada Praktik Kerjasama Peternak Bisnis Ayam Broiler,” J. Huk. dan Bisnis …, p. 15, 2019, [Online]. Available: https://journal.trunojoyo.ac.id/ettijarie/article/view/16979
Ascarya. (2013). Akad dan Produk Bank Syariah. Jakarta: Rajawali Press.
Azwar, S. (2015). Metode Penelitian. Yogyakarta: Pustaka Pelajar.
Bungin, B. (2007). Penelitian Kualitatif. Jakarta: Kencana.
D. Utari, M. I. Fasa, and S. Suharto, “Pengaruh Islamic Branding Dalam Pemasaran Produk Kepada Konsumen Muslim,” Tirtayasa Ekon., vol. 17, no. 2, p. 177, 2022, doi: 10.35448/jte.v17i2.13604.
E. Elwisam and R. Lestari, “Penerapan Strategi Pemasaran, Inovasi Produk Kreatif Dan Orientasi Pasar Untuk Meningkatkan Kinerja Pemasaran Umkm,” J. Ris. Manaj. dan Bisnis Fak. Ekon. UNIAT, vol. 4, no. 2, pp. 277–286, 2019, doi: 10.36226/jrmb.v4i2.265.
Gunara, T., & Sudibyo, U.H. (2006). Marketing Muhammad : strategi andal jitu praktik bisnis nabi Muhammad saw. Bandung: Takbir Publishing House.
H. S. Muhammad Sayuti, Ricky Saputra, Arif, “Pemasaran dalam Perspektif Ekonomi Islam,” J. Pionir LPPM Univ. Asahan, vol. 5, no. 2, pp. 57–61, 2019, doi: 10.15642/maliyah.2018.8.1.65-93.
Kartajaya, H., & Sula, M.S. (2006). Syariah Marketing. Bandung: PT Mizan Pustaka.
Kotler, P., & Keller, K.L. (2006). Marketing Management, twelfth Ed. New Jersey: Pearson Prentice Hall, Upper Saddle River.
N. Jazilinni’am, “Analisis Strategi Marketing Mix dalam Perspektif Ekonomi Syariah UMKM Hasma Jaya Lestari,” Nomicpedia J. Econ. Bussiness Innov., pp. 18–32, 2022, [Online]. Available: https://journal.inspirasi.or.id/nomicpedia/article/view/129
S. Quraniyah, “Pengaruh Syariah Marketing Value,” J. Bus., 2018.
Sopiah., & Sangadji, E.M. (2016). Salesmanship (Kepenjualan). Jakarta : PT Bumi Aksara.
Swastha, B., & Ibnu, S. (2002). Pengantar Bisnis Modern. Yogyakarta: Liberty.
Umam, K. (2013). Manajemen Perbankan Syariah. Bandung : Pustaka Setia.
U. Y. Suriyati, Irmayanti, “Pendampingan Pemasaran Melalui Marketing Mix 4p Pada Produk UMKM dalam Menarik Minat Konsumen Marketing,” J. Pelayanan dan Pengabdi. Masy. Indones., vol. 2, no. 1, pp. 12–18, 2023.
