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All Journal Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah
Oktavia, Nur Fanny
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Economics, Econometrics & Finance

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MARKETING STRATEGY ANALYSIS IN INCREASING SALES AT FAYZA BUSANA CILEUNGSI (SHARIAH ECONOMIC PERSPECTIVE) Oktavia, Nur Fanny; Herawati, Ermi; Al Farisi, Muhammad Salman
JURNAL PROFIT Vol 9, No 1 (2025): Economic And Development
Publisher : Nurul Jadid University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/profit.v9i1.11226

Abstract

This study aims to analyze marketing strategies for increasing sales at Fayza Busana Cileungsi from the perspective of Islamic economics. The method used is a qualitative method with a case study approach. Data collection techniques by conducting interviews, observation, and documentation. The data analysis technique used SWOT analysis. The results showed that the marketing strategy used was Segmentation, Targeting, and Positioning, as well as the 7P marketing mix (Product, Price, Place, Promotion, People, Process, Physical Evidence) with sharia marketing characteristics Rabbaniyah, Waqi'iyah, Akhlaqiyyah, and Al-Insaniyyah. The Internal Factor Analysis Summary table shows positive results with a score value of 0.12 and the External Factor Analysis Summary table shows negative results with a score value of -0.19. The results of data processing using a Cartesian diagram show the position of Fayza Busana in quadrant II with alternative strategies that can be carried out using the ST (Strengths-Weaknesses) strategy, which is to utilize internal strengths to avoid or reduce external threats.
Co-Authors Al Farisi, Muhammad Salman Herawati, Ermi