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All Journal Laa Maisyir Jurnal Ekonomi Islam JURNAL SYARIKAH : JURNAL EKONOMI ISLAM Irajagaddhita : Jurnal Pengabdian dan Pemberdayaan Masyarakat Majority Science Journal Journal of Business Management and Islamic Banking El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam RESLAJ: Religion Education Social Laa Roiba Journal Journal of Ekonomics, Finance, and Management Studies INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Ekonomi Syariah Mulawarman (JESM)
Bustami, Abiyajid
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Marketing Strategy Analysis of Okra Leaf Guest House Syariah Bontang to Improve Competitiveness Bustami, Abiyajid; Maulidina, Rizky Awaliyah
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 5 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i5.7981

Abstract

                The competition in the sharia hotel industry is growing, driven by increasing interest in halal tourism, which emphasizes services aligned with Islamic principles. Okra Leaf Guest House Syariah in Bontang, a sharia-based accommodation, faces challenges in boosting its competitiveness. This study analyzes the marketing strategies applied by Okra Leaf to strengthen its position using a case study approach involving semi-structured interviews, participatory observation, and document analysis. The findings show that Okra Leaf differentiates its services through sharia principles, such as prayer facilities and halal food, which have been positively received by customers. However, digital marketing and customer relationship management (CRM) remain underutilized. The SWOT analysis highlights the strength of authentic sharia services, while digital infrastructure is identified as a weakness. The study recommends improving digital marketing and optimizing CRM to enhance competitiveness. Implementing these strategies can help Okra Leaf expand its market and increase customer loyalty.
Co-Authors Akbar Lufi Zulfikar Anjellah, Rati Anjellah, Rati Atiqoh, Nur Atiqoh, Nur Haris, Dea Aryandhana Mulyana Huda Nasution, Akmal Indra Maulana` Indra Maulana Isna Yuningsih Maulidina, Rizky Awaliyah Muh Shadiqul Fajri AF Nurul Fakhri, Ulumuddin Rahmani Timorita Yulianti Rinna Ramadhan Ain Fitriah Swadia Gandhi Mahardika Swadia Indra Maulana