Muharromah, Zahratul (2024) PENGARUH MARKETING MIX SYARIAH (7P) TERHADAP MINAT BELI PRODUK JASA (Studi Kasus PT. Nurul Muflihun Al-Barokah Cabang Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The influence of sharia marketing mix on the interest in buying products and services (Case study of PT. Nurul Muflihun Al-Barokah Serang Branch) is the title of the thesis written by Zahratul Muharromah (5554200067) a student majoring in sharia economics, Sultang Ageng Tirtayasa University under the guidance of Mr. Dr. H. Syihabudin, M.Sc., and Mr. Najmudin, Lc., MA. This study aims to analyze the influence of the Sharia Marketing Mix (7P) on the purchase interest of service products at PT. Nurul Muflihun Al-Barokah Serang Branch. The Sharia Marketing Mix consists of seven elements: product, price, place, promotion, people, process, and physical evidence. This research uses a quantitative method with a survey approach. Data were collected through questionnaires distributed to consumers of PT. Nurul Muflihun Al-Barokah. Direct observations of potential pilgrims and interviews with PT. Nurul Muflihun Al�Barokah staff and Umrah pilgrims were also conducted. The results of multiple linear regression analysis show that the variables of product, price, promotion, people, process, and physical evidence significantly influence consumer purchase interest, while the variable of place does not show significant influence. These findings indicate the importance of focusing on product, price, promotion, people, process, and physical evidence in marketing strategies to increase consumer purchase interest. This research is expected to contribute to the development of more effective marketing strategies in the Sharia-based service industry. Keywords: Sharia Marketing Mix, purchase interest, umrah travel.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Pengaruh marketing mix syariah terhadap minat beli produk jasa (Studi kasus PT. Nurul Muflihun Al-Barokah Cabang Serang) adalah judul skripsi yang ditulis oleh Zahratul Muharromah (5554200067) mahasiswi jurusan ekonomi syariah, Universitas Sultang Ageng Tirtayasa dibawah bimbingan Bapak Dr. H. Syihabudin, M.Sc., dan Bapak Najmudin, Lc., MA. Penelitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran syariah (7P) terhadap minat beli produk jasa di PT. Nurul Muflihun Al-Barokah Cabang Serang. Bauran pemasaran syariah terdiri dari tujuh elemen: produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen PT. Nurul Muflihun Al-Barokah. Observasi langsung terhadap calon jamaah dan wawancara dengan pihak PT. Nurul Muflihun Al-Barokah serta jamaah umrah juga dilakukan. Hasil analisis regresi linier berganda menunjukkan bahwa variabel produk, harga, promosi, orang, proses, dan bukti fisik secara signifikan mempengaruhi minat beli konsumen, sementara variabel tempat tidak menunjukkan pengaruh yang signifikan. Temuan ini mengindikasikan pentingnya fokus pada produk, harga, promosi, orang, proses, dan bukti fisik dalam strategi pemasaran untuk meningkatkan minat beli konsumen. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran yang lebih efektif dalam industri jasa berbasis syariah. Kata Kunci: bauran pemasaran syariah, minat beli, travel umrah | |||||||||
| Subjects: | B Philosophy. Psychology. Religion > BL Religion B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Zahratul Muharromah | |||||||||
| Date Deposited: | 27 Aug 2024 14:00 | |||||||||
| Last Modified: | 04 Sep 2024 09:30 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/41347 |
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