Nurdiansyah, Raihan (2025) ANALISIS STRATEGI BISNIS SYARIAH DALAM MEMBANGUN LOYALITAS KONSUMEN PADA VF COFFEE BEKASI. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to analyze the implementation of sharia-based business strategies in fostering customer loyalty at VF Coffee Bekasi, representing a contemporary model of Islamic-oriented micro, small, and medium enterprises (MSMEs) amid the competitive coffee shop industry. Employing a descriptive qualitative approach, data were collected through observation, in-depth interviews, and documentation, and analyzed using the interactive model of Miles and Huberman. The findings reveal that VF Coffee’s marketing mix strategy comprising product, price, place, and promotion has been effectively aligned with local consumer characteristics and Islamic principles, supported by strong internal capabilities and adaptive responses to external factors as identified through SWOT and PESTEL analyses. The business strategy aligns with the sharia framework outlined by Kertajaya, encompassing the dimensions of rabbaniyyah (divine orientation), akhlaqiyyah (ethical conduct), alwaqi’iyyah (contextual realism), and insaniyyah (human-centric values), all of which are reflected in practices rooted in honesty, justice, transparency, and social responsibility. In conclusion, the integration of modern business strategy with sharia values significantly contributes to customer loyalty, as indicated by repeat purchases, customer retention, and positive referrals.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis strategi bisnis syariah dalam membangun loyalitas konsumen pada VF Coffee Bekasi sebagai representasi UMKM berbasis nilai Islam di tengah persaingan industri coffee shop yang kompetitif. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan dokumentasi, serta dianalisis dengan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi marketing mix yang diterapkan VF Coffee meliputi produk, harga, tempat, dan promosi telah disesuaikan dengan karakteristik lokal dan prinsip syariah; didukung oleh kekuatan internal yang signifikan dan adaptasi terhadap faktor eksternal berdasarkan analisis SWOT dan PESTEL. Strategi tersebut dinilai sejalan dengan prinsip syariah menurut perspektif Kertajaya, yaitu dimensi rabbaniyyah, akhlaqiyyah, al-waqi’iyyah, dan insaniyyah, yang tercermin dalam praktik bisnis yang jujur, adil, terbuka, dan peduli sosial. Kesimpulannya, integrasi antara strategi bisnis modern dan nilai-nilai syariah terbukti mampu meningkatkan loyalitas konsumen melalui indikator pembelian ulang, retensi, dan rekomendasi. | |||||||||
| Uncontrolled Keywords: | Sharia Business, Strategy, Customer Loyalty, Marketing Mix, SWOT, PESTEL. Strategi, Bisnis Syariah, Loyalitas Konsumen, Marketing Mix, SWOT, PESTEL | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah |
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| Depositing User: | Raihan Nurdiansyah | |||||||||
| Date Deposited: | 15 Aug 2025 02:04 | |||||||||
| Last Modified: | 15 Aug 2025 02:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51993 |
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