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All Journal Medicina Jurnal Ilmiah Ecosystem Oto Rhino Laryngologica Indonesiana Jurnal Ilmiah Kesehatan (JIKA) Journal Islamic Economics Ad Diwan El-Mujtama: Jurnal Pengabdian Masyarakat
Eka Savitri
Universitas Hasanuddin
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences

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Journal : Journal Islamic Economics Ad Diwan

 1 
STRATEGI PEMASARAN PEDAGANG DI PASAR UMBUL KLUWIH DALAM PERSPEKTIF EKONOMI ISLAM: MARKETING STRATEGY OF TRADERS IN UMBUL KLUWIH MARKET FROM THE PERSPECTIVE OF ISLAMIC ECONOMICS Savitri, Eka; Ulil Albab; Heri Sutopo; Mawardi
JOURNAL ISLAMIC ECONOMICS AD DIWAN Vol 4 No 2 (2025): AD DIWAN
Publisher : Program Studi Ekonomi Syariah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51192/ad.v4i2.1222

Abstract

This study aims to analyze online and offline sales marketing strategies applied in traditional markets, as well as evaluate the effectiveness of online marketing strategies in improving competitiveness amid the development of digital technology. Using a qualitative approach, this study was conducted in Pasar Umbul Kluwih, Pesawaran Regency, through the method of case studies, surveys, in-depth interviews, and Focus Group Discussions (FGD). The data collected is analyzed in a descriptive, comparative and qualitative way to provide a comprehensive overview of the marketing practices carried out by merchants. In addition, this study also examines the application of Islamic economic principles in marketing strategies, such as justice, honesty, and social welfare. The results showed that the combination of online and offline marketing strategies can increase the interaction between merchants and consumers, as well as make a positive contribution to sales. This study is expected to provide practical recommendations for traditional market traders in optimizing their marketing strategies, while maintaining values that are in accordance with Islamic economic principles
Co-Authors Abdul Kadir Abdul Kadir Abdul Qadar Punagi Aldri Frinaldi Amrollah Latupono Arjuna, Guruh Fajri Bintang Napitupulu Dewo Aksoro Fatahillahi, Ahmad Hadi Fikri Mirza Putranto Hamid, Firdaus Haryuna, Tengku Siti Hajar Hasbullah, Ayu Ameliyah Heri Sutopo Ika Dewi Mayangsari Indra Zachreini Jenny Bashiruddin Juliandi Harahap Kote Noordhianta Latupono, Amrollah Mawardi Natasha Supartono Nyilo Purnami Priyono, Harim Rahardjo, Sutji P Respati Ranakusuma Riskiana Djamin Sagung Rai Indrasari Sedjawidada R Selfiyanti Bimantara Susyana Tamin Syah, Tansri Adzlan Tjandra Manukbua Ulil Albab Yussy Afriana Dewi