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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) As-Syirkah: Islamic Economic & Financial Journal
Majid, Muhammad Ilham
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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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.  
STUDI KELAYAKAN BISNIS PENDIRIAN USAHA BOLEN PISANG KENCANA Majid, Muhammad Ilham; Maryono, Dicky
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 12 No 3 (2025): JMBI UNSRAT Volume 12 Nomor 3
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v12i3.63770

Abstract

This study analyzes the feasibility of the Bolen Pisang Kencana culinary business in Bandung City. The background of the study is based on the potential of bananas as the largest fruit commodity in Indonesia and the public trend of liking local, halal, and handmade processed products. The method used is a business feasibility study by reviewing market, marketing, production, human resources, finance, environment, legal, and SWOT aspects. The results of the study indicate a broad market opportunity with relatively small initial capital supported by affordable prices and distinctive flavors. From the financial aspect, the business is declared feasible to run with an NPV of IDR 53,068,879, an IRR of 57.49%, a PI of 8.36, a Payback Period of 1.90 years, and a sharp increase in ROI from 2.07% in the first year to 101.29% in the 5th year, reflecting significant profit growth and investment efficiency. The environmental aspect shows small and easily managed production waste, while the legal aspect confirms the owner's commitment to completing business permits (NIB, PIRT, and halal). The SWOT analysis highlights the strengths of quality products and competitive pricing, weaknesses in digital marketing and legality, opportunities from Bandung's culinary trends, and threats from competition and fluctuating raw material prices. Overall, this business is feasible to develop, both financially and non-financially, with key strategies including improving legality, optimizing digital marketing, and product innovation.
Co-Authors Maryono, Dicky Safar, Mira Purnamasari