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All Journal As-Syirkah: Islamic Economic & Financial Journal
Safar, Mira Purnamasari
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Analisis Manajemen Pemasaran Berbasis Syariah Produk UMKM Melalui Penggunaan Marketplace: Studi Kasus Tiktok Shop Raja Ngemil Tahun 2021-2022 Azizah, Uti Muwafiq; Safar, Mira Purnamasari
As-Syirkah: Islamic Economic & Financial Journal Vol. 3 No. 2 (2024): As-Syirkah: Islamic Economic & Financial Journal 
Publisher : Ikatan Da'i Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/sayhzt51

Abstract

Sharia based for UMKM products through the use of the Tiktok shop marketplace, what are the challenges and obstacles in marketing management for UMKM products in using the Tiktok shop marketplace. Seeing the large number of UMKM that use marketplaces in marketing management raises questions regarding the marketing management process in accordance with sharia principles. Management is an important element which must be considered and implemented because it relates to the marketing function, with management the goals of an institution will be fulfilled. The theory used is according to G.R. Terry and Philip Kotler. This research uses a qualitative approach with a case study method. The data sources in this research are primary data and secondary data. Data collection techniques used were interviews, observation, and documentation. The data analysis according to Miles and Huberman. Implementation of sharia-based marketing management for Raja Ngemil UMKM products using the Tiktok shop marketplace. Raja Ngemil carried out market analysis before starting the business by targeting market segmentation at the millennial generation. Planning marketing programs according to the marketing mix namely product, pricing and promotion, promotions in Tiktok shop Raja Ngemil pay close attention to sharia marketing principles. In marketing, there are still obstacles, which are unavailability of stock during seasons, negative comments from customers, and algorithm changes. The conclusion of this research is that Raja Ngemil UMKM has implemented sharia-based marketing management which prioritizes sharia marketing principles, namely honesty nad hot harming other people.  
Analisis Penerapan Strategi Marketing Mix Syariah dalam Meningkatkan Minat Beli Konsumen pada Produk Todays Donut di Kota Bandung Majid, Muhammad Ilham; Safar, Mira Purnamasari
As-Syirkah: Islamic Economic & Financial Journal Vol. 3 No. 2 (2024): As-Syirkah: Islamic Economic & Financial Journal 
Publisher : Ikatan Da'i Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56672/z2ceez04

Abstract

This study analyzes the application of sharia marketing mix strategies on Donut Todays products and its impact on consumer buying interest. Using the Kotler framework, product aspects, prices, placement, promotion, people, processes, and physical evidence are integrated with the theory of buying interest to identify four types of interest: transactional, references, preferences, and exploratively. The view of Imam Al-Qurthubi and Ibn Al Manzhur is used to understand the principles and values of sharia. The research method is an analytical descriptive qualitative with data collection techniques through interviews, observation, and documentation regarding the marketing mix strategy of sharia to donut and consumer reviews. The results showed the success of Todays Donut in implementing sharia marketing mix, focusing on product quality and halalness, appropriate pricing, strategic store placement, and promotion through social media. Criticism does not stop buying interest, because product quality and responsiveness to feedback are key. In conclusion, Todays Donut succeeded in applying sharia marketing mix successfully, maintaining product quality, appropriate prices, and adaptive sales. Focus on quality, responsiveness to feedback, and consistency can increase consumer buying interest in Todays Donut.  
Co-Authors Azizah, Uti Muwafiq Majid, Muhammad Ilham