ANALISIS ISLAMIC MARKETING MIX TERHADAP STRATEGI PEMASARAN PERUMAHAN SYARIAH HAMFARA PURWOKERTO
Abstract
AbstrakPerumahan Syariah Hamfara Purwokerto menerapkan Islamic Marketing Mix dalam strategi pemasarannya, namun menghadapi kendala. Produk sering terlambat, harga ditujukan untuk kelas menengah ke atas, dan strategi promosi terbatas. Penelitian ini menganalisis strategi mereka menggunakan pendekatan kualitatif dan teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa perusahaan lebih fokus pada nilai-nilai dalam memilih pembeli, harga ditentukan berdasarkan banyak pertimbangan, dan promosi ditargetkan pada generasi milenial. Lokasi perusahaan berada di tempat yang strategis. Namun, penelitian ini merekomendasikan peningkatan dalam penyerahan produk, pengembangan ide promosi yang inovatif, dan konsistensi dalam strategi lokasi.
Kata Kunci: Islamic Marketing Mix, Strategi Pemasaran.
Abstract
Hamfara Syariah Housing in Purwokerto applies the Islamic Marketing Mix in its marketing strategy, but faces challenges. The product often arrives late, the price is aimed at the middle to upper class, and the promotion strategy is limited. This research analyzes their strategy using a qualitative approach and data collection techniques such as interviews, observations, and documentation. The research results show that the company focuses more on values when selecting buyers, the price is determined based on many considerations, and promotions are targeted at the millennial generation. The company’s location is in a strategic place. However, this research recommends improvements in product delivery, the development of innovative promotion ideas, and consistency in location strategy.
Keywords: Islamic Marketing Mix, Marketing Strategy.
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