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All Journal Khulasah : Islamic Studies Journal
Tenda Budiyanto
IAI Pangeran Dharma Kusuma Indramayu, Indonesia
Religion Humanities Education

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Analisis Strategi Pemasaran Jasa Instalasi WiFi dalam Perspektif Ekonomi Islam: Studi Kasus PT RST.Net Arwani Arwani; Tenda Budiyanto
Khulasah : Islamic Studies Journal Vol 8 No 1 (2026): Khulasah: Jurnal Studi Islam
Publisher : LPPM IAI Pangeran Dharma Kusuma Segeran Indramayu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55656/kisj.v8i1.518

Abstract

Background: The rapid expansion of digital infrastructure necessitates ethical marketing frameworks, yet the integration of Islamic economic principles into digital service marketing remains underexplored. Purpose: This study analyzes the marketing strategy of WiFi installation services at PT RST.Net through the lens of Islamic economics, specifically examining the alignment of the marketing mix with Sharia principles. Methods: Employing a qualitative case study design, data were collected via in-depth interviews with purposively selected informants (1 owner, 2 technicians, 5 customers), direct observation, and documentation. Data validity was ensured through source and method triangulation, and analyzed using the Miles, Huberman, and Saldaña interactive model. Results: PT RST.Net’s marketing mix (4P) demonstrates strong empirical alignment with Islamic principles: Shiddiq (honesty) in transparent promotion, Adl (justice) in equitable pricing, and Maslahah (public benefit) in strategic rural service distribution. Novelty: This study proposes a novel "Sharia-Compliant Digital Service Marketing Model," integrating the traditional 4P framework with core Islamic ethical values, bridging a critical research gap in Islamic marketing literature for the ICT sector.
Co-Authors Arwani Arwani