STRATEGI PEMASARAN BISNIS TANAMAN HIAS PERSPEKTIF EKONOMI ISLAM (STUDI KASUS PEDAGANG TANAMAN HIAS DI DESA REMPOAH, BANYUMAS)

ZAHARA ICHA, TAZKIA (2023) STRATEGI PEMASARAN BISNIS TANAMAN HIAS PERSPEKTIF EKONOMI ISLAM (STUDI KASUS PEDAGANG TANAMAN HIAS DI DESA REMPOAH, BANYUMAS). Skripsi thesis, UIN Prof. K.H. Saifuddin Zuhri.

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Abstract

Marketing strategy is one of the activities carried out by companies, both service companies and goods companies, in an effort to maintain the viability of their business. Marketing also aims to introduce a product to consumers. Companies can use two or more strategies simultaneously, because each type of strategy has a different effect on demand. Therefore, a mechanism is needed that can coordinate marketing programs. This type of research uses qualitative research methods using a descriptive approach. Data collection techniques using observation techniques, interviews and documentation. While the data analysis technique uses data reduction, data presentation, data verification. Sources of data used are primary data and secondary data. Based on the research results, it is known that the business strategy used by ornamental plant traders in Rempoah Village, Baturaden District, Banyumas Regency is a generic competitive strategy and a marketing mix strategy. Based on an Islamic economic perspective, this strategy is in accordance with the provisions of Islamic economics. This can be seen from trading strategies in Islam, including being honest, selling goods that are of good quality, trustworthy and fatonah, and tabligh. Keywords: Business strategy, marketing strategy, ornamental plant traders, Islamic economics

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