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Journal : Jurnal Ekonomi Islam

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ANALISIS STRATEGI PEMASARAN AMAL USAHA MUHAMMADIYAH BIDANG EKONOMI PADA MUHAMMADIYAH BISNIS CENTER (MBC) Ruslaini, Ruslaini
Ekonomi Islam Vol. 11 No. 1 (2020): Jurnal Ekonomi Islam Fakultas Agama Islam UHAMKA
Publisher : Universitas Muhammadiyah Prof DR HAMKA

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Abstract

This study aimed to analyze the marketing strategies implemented by the Muhammadiyah Business Center (MBC) and to find out as well as to analyze the company's internal and external factors by using SWOT analysis, namely: Strengths, Weaknesses, Opportunities, and Threats. This research was field research, the data sources were primary and secondary data which were done through interviews, observation as well as the document collected by reviewing various relevant references as the focus of the research. Furthermore, the data analysis referred to the marketing mix of the 7P concept (Product, price, place, promotion, people, process, product psychological evidence. Then the SWOT Matrix (Strengths, Weaknesses, Opportunities, Threats). The results of the study were based on the analysis that Muhammadiyah Business Center had implemented an appropriate marketing strategy by referring to the 7P marketing concept, while the results of the SWOT matrix could be drawn the conclusions based on a number of developments through consideration of internal and external factors which would be able as the benefit of the progress of the MBC. The marketing process and MBC services were conducted honestly, in moderation. The most appropriate strategy used by Muhammadiyah Business Center in order to be the choice of consumers in selling products was the formulation of SO strategies, namely strategies using strengths to take advantage of the opportunities. Keywords: Marketing management, marketing strategy and marketing mix, sharia marketing, SWOT analysis
Co-Authors A. Sigit Pramono Hadi Abdillah, Satria Yuda Abdul Rahman Abizar Abizar Abizar AGUS KURNIA Agustinus, Rendy Amalia, Yessica Amir Mukhlis Andrew Subhana Anggoro Sugeng Ardana, Pitharia Ariesta, Tierza Aryadita, Bimo Putra Asban, Asban Aslan, La Ode Muhammad Benardi Budi, M. Wahid Setio Cahyatih Kumandang Chandra Purnama, Chandra Choirunnisak, Choirunnisak Dadang Irawan Daniel Happy Putra Derren Christof Wilson Diajeng Herika Hermanu Dwi Aprilia, Sabrina Eka Wahyu Kasih Eri Kusnanto Ernawati Ernawati F Fatimah, F Fadilla, Fadilla Farah Qalbia Firnanda, Riska Frisella, Ella Gozali, Luthfi Grace Yulianti Heri Sutopo Iba, Wa Indriana, Nova Iskandarsyah, Egastia Lazuardie Jumianti, Jumianti Kafiden Langsar Waruwu Kasmin, Rosmida La Ode Baytul Abidin Liana Ependi, Zelsy Manovri Yeni Mawardi Megawatie, Megawatie Mohamad Chaidir Mohammad Chaidir Muhammad Fillah Muhammad Idris Muhammad Rizal MUHAMMAD RIZAL Munawir Munawir Nasutiah Nasutiah Ngadi Permana Nina Ramadhani Wulandari Nofita, Nofita Noor Islahudin, Ahmad Perwitasari, Malida Praningsih, Tati Pribadi, Bhakty Abda Purba, John Tampil Ramadhani W, Nina Ramdhani W, Nina Rina Amelia Riska, Cut Rizki Ramdanti, Elma Rohana Rinjani Manurung, Ully Romadan, Gilang Royan Mustofa, Muhammad Rudy Haryanto S Sumarno Sahala Harahap Sari, Lidya Sekar Seger Santoso Shinta Amelia Siti Masitah Sri Utami Nurhasanah Sulistiani Sulistiani, Sulistiani Tanti Sugiharti Ulil Albab Ulil Albab Wahyu Wulandari Wara, Zahratul Wulandar Abizari, Nina Ramadhani Yessica Amelia Yumerza, Revi Zaenal Arifin