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All Journal Al-Qanun: Jurnal Pemikiran dan Pembaharuan Hukum Islam At-Taradhi: Jurnal Studi Ekonomi I-ECONOMICS: A Research Journal on Islamic Economics Jurnal Al-Qardh Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Al-Urban: Jurnal Ekonomi Syariah dan Filantropi Islam al-Afkar, Journal For Islamic Studies Al-Muzara'ah Varia Justicia AFEBI Islamic Finance and Economic Review Ihtifaz: Journal of Islamic Economics, Finance, and Banking TSAQAFAH Journal of Indonesian Tourism, Hospitality and Recreation JIFA (Journal of Islamic Finance and Accounting) Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah Journal of Sustainable Tourism and Entrepreneurship Journal of Islamic Economics and Finance Studies Niqosiya: Journal of Economics and Business Research Share: Jurnal Ekonomi dan Keuangan Islam Journal Of Human And Education (JAHE) Transformatif: Jurnal Pengabdian Masyarakat Jurnal Manajemen Stratejik dan Simulasi Bisnis Islamiconomic: Jurnal Ekonomi Islam Mabsya: Jurnal Manajemen Bisnis Syariah ADILLA: Jurnal Ilmiah Ekonomi Syari'ah Maqdis: Jurnal Kajian Ekonomi Islam Journal of Economics JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan Danadyaksa: Post Modern Economy Journal Iqtishadia: Jurnal Ekonomi dan Perbankan Syariah JIFA (Journal of Islamic Finance and Accounting)
Aminudin Ma'ruf
Universitas Negeri Surabaya
Religion Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Physics Social Sciences Other

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Journal : Journal of Indonesian Tourism, Hospitality and Recreation

 1 
The Analysis of the Mid-Range Islamic Hotel Marketing Strategy Alam, Azhar; Ratnasari, Ririn Tri; Jamil, Fadila Ainur; Ma'ruf, Aminudin
Journal of Indonesian Tourism, Hospitality and Recreation Vol 6, No 1 (2023): Journal of Indonesian Tourism, Hospitality and Recreation (April)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jithor.v6i1.50584

Abstract

AbstractThis paper aimed at addressing the marketing strategy performed by a mid-range Islamic hotel in Indonesia that distinguishes it from other non-sharia hotels by analyzing its marketing strategy using the SWOT analysis approach. This hotel applied Islamic principles in carrying out its marketing strategies to avoid immoral acts and fraud, and the facilities and services provided were different, which made it distinct from non-sharia hotels. Research data were obtained through interviews with six parties: managers, marketing staff, receptionists, and guests. This study also used observation to validate the data collected. The findings of the study showed that the marketing strategy undertaken by Multazam Sharia Hotel was different compared to non-sharia hotels due to feature distinctions. Regarding the results of the SWOT analysis, in SO strategy, the hotel should use its strengths to make use of the opportunity to achieve its goals. In WO, the hotel was expected to maximize the opportunity by minimizing the weakness. The ST strategy analysis revealed that this hotel needed to move fast in dealing with threats and minimize the unexpected consequences of the threats. The last, the WT strategy, Multazam sharia hotel must be careful with the weaknesses and threats it faces. If the hotel cannot make improvements in facilities and services, it may be displaced by the times.AbstrakStudi ini bertujuan membahas strategi pemasaran yang dilakukan oleh hotel Islam kelas menengah di Indonesia yang membedakannya dengan hotel non syariah lainnya dengan menganalisis strategi pemasarannya menggunakan pendekatan analisis SWOT. Penelitian ini merupakan penelitian lapangan yang dengan pendekatan deskriptif-kualitatif. Data penelitian diperoleh melalui observasi dan wawancara di hotel syariah Multazam. Analisis data dilakukan analisis SWOT (Strength, Opportunity, Weakness, Threats). Hasil penelitian menunjukkan bahwa strategi pemasaran yang dilakukan Hotel Multazam Syariah berbeda dengan hotel non syariah karena perbedaan fitur. Hotel ini menerapkan prinsip-prinsip Islam dalam menjalankan strategi pemasarannya untuk menghindari tindakan maksiat dan penipuan serta fasilitas dan layanan yang diberikan berbeda dengan hotel non-syariah. Mengenai hasil analisis SWOT, dalam strategi SO, hotel harus menggunakan kekuatannya untuk memanfaatkan peluang untuk mencapai tujuan hotel. Dalam WO, hotel diharapkan memaksimalkan peluang dengan meminimalkan kelemahan. Strategi ST mengungkapkan bahwa hotel ini perlu bergerak cepat dalam menghadapi ancaman dan meminimalkan konsekuensi tak terduga dari ancaman tersebut. Terakhir, strategi WT, hotel syariah Multazam harus berhati-hati dengan kelemahan dan ancaman yang dihadapinya. Jika hotel tidak dapat melakukan perbaikan fasilitas dan layanan, hotel dapat tergeser oleh waktu. 
Co-Authors Aditya Nurrahman Afief El Ashfahany Ahmad Syaifuddin Aishath Muneeza Aishath Muneeza, Aishath Alam, Shahbaz Aminah Hasyim Aminah Hasyim Angrinda Anggih Umi Kulsum Arisetyawan, Kukuh Aulia, Sausan Liski Azhar Alam Dian Nofitri Dimas Galih Saputra Dita Dismalasari Dewi DWI PUJI ASTUTI Elmi Nur Azizah Elmi Nur Azizah Fajar, Nurdana Malik Fatoni, Muhammad Iqbal Hamim Azad Hasanah, Silvya Miftahul Hasyim, Aminah Hutabarat, Ruth Eviana Imron Rosyadi Ira Sellani, Tilla Irfan Ramis Jamil, Fadila Ainur Jannah Arrum Sari Jannah Arrum Sari Khairunnisa Nurul Fikri Kukuh Arisetyawan Kurniawan, Adityo Wiwit Ladi Wajuba Perdini Fisabilillah Lathifah, Annisa Ul LUCKY RACHMAWATI Lukmanul Hakim Mellinia, Rashifahunnisa' Mellinia, Rashifahunnisa’ Muhammad Faisal Hamdi Mukhlisin, Fajar Sidiq Nida’ Al-Karimah Makkawi Nofitri, Dian Novitasari, Ossa Nur Rizqi Febriandika Nurdana Malik Fajar Nurelsa Yandhi, Anggrey Nurul Hanifa Pasaribu, Gymnastiar Eka Aurillina Prabowo, Prayudi Setiawan Putra, Moh. Rizqy Eka Putri Maidina Fadila Rahayu Puji Lestari Ramadhani, Clara Sinta Prameswari Rashifahunnisa' Mellinia Rika Septiani Puspita Sari Ririn Tri Ratnasari Rohmaningtyas, Nurwinsyah Sausan Liski Aulia Shahbaz Alam Syaraf, Ahsan Barra Tony Seno Aji Tri Nur Alfifa Tri Nur Alfifa Umam, Fachru Nurul Wasil, Mohammad Wenny Restikasari Wijayanto, Agung Dwi Wulandari, Asih Putri