Amri, Saepul (2024) STRATEGI PEMASARAN DALAM MENARIK MINAT BELI KONSUMEN DITINJAU DARI ETIKA BISNIS ISLAM (Studi Pada Saung Durian Jatohan Abah Haji Hanafi Kecamatan Pabuaran Kabupaten Serang). S1 thesis, UNTIRTA.

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Abstract

This research examines the marketing strategy and its suitability with Islamic business ethics in Saung Durian Jatohan Abah Haji Hanafi, Pabuaran District, Serang Regency. This type of descriptive qualitative research uses data collection methods of interviews, documentation, observation, and literature study. The results showed that Saung Durian Jatohan Abah Haji Hanafi's marketing strategy based on the 4P marketing mix (Product, Price, Promotion, and Place) was adequate and effective. In terms of Islamic business ethics, their marketing strategy is in line with the principles of devotion, honesty, justice, and trustworthiness. They carry out marketing in a halal manner, avoid fraudulent practices, and prioritize benefits for consumers and society. Keywords: Marketing, Consumer, Purchase Interest, Islamic Business Ethics.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Syihabudin, Syihabudin 196701102002121001 Thesis advisor Fakhrudin, Muhamad 198504172019031010
Additional Information:	Penelitian ini mengkaji strategi pemasaran dan kesesuaiannya dengan etika bisnis Islam di Saung Durian Jatohan Abah Haji Hanafi, Kecamatan Pabuaran, Kabupaten Serang. Jenis penelitian kualitatif deskriptif ini menggunakan metode pengumpulan data wawancara, dokumentasi, observasi, dan studi pustaka. Hasil penelitian menunjukkan strategi pemasaran Saung Durian Jatohan Abah Haji Hanafi yang berbasis bauran pemasaran 4P (Product, Price, Promotion, dan Place) sudah cukup memadai dan berjalan efektif. Dari segi etika bisnis Islam, strategi pemasaran mereka sejalan dengan prinsip ketaqwaan, kejujuran, keadilan, dan amanah. Mereka menjalankan pemasaran dengan cara halal, menghindari praktik kecurangan, dan mementingkan kemanfaatan bagi konsumen dan masyarakat. Kata Kunci : Pemasaran, Konsumen, Minat Beli, Etika Bisnis Islam.
Uncontrolled Keywords:	Pemasaran, Konsumen, Minat Beli, Etika Bisnis Islam.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	05-Fakultas Ekonomi dan Bisnis > Program Sarjana Ekonomi Syariah
Depositing User:	Saepul Amri
Date Deposited:	13 Aug 2024 13:05
Last Modified:	13 Aug 2024 13:05
URI:	http://eprints.untirta.ac.id/id/eprint/40668

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