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All Journal Robust: Research of Business and Economics Studies
Amalia, Sitti Nur
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Religion Humanities Economics, Econometrics & Finance Social Sciences

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KARAKTERISTIK SERTA PRINSIP SYARIAH MARKETING DAN KEPUTUSAN KONSUMEN MODEL AIDA (STUDI PADA WARUNG KULINER KHAS ACEH BUNGONG JEUMPA) Amalia, Sitti Nur; Hakim, Miftahur Rahman
Robust: Research of Business and Economics Studies Vol. 3 No. 2 (2023): Oktober 2023
Publisher : IAIN Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/robust.v3i2.7799

Abstract

Penelitian ini mengkaji implementasi karakteristik dan prinsip-prinsip pemasaran syariah, dengan fokus pada diferensiasi, bauran pemasaran (produk, harga, tempat, dan promosi), dan strategi penjualan dalam konteks warung kuliner khas Aceh, Bungong Jeumpa. Metode penelitian yang digunakan adalah metode penelitian kualitatif. Hasil penelitian menunjukkan bahwa karakteristik dan prinsip-prinsip Syariah Marketing telah diterapkan dan ditemukan dalam setiap kegiatan yang dilakukan dalam usaha Warung Kuliner Khas Aceh Bungong Jeumpa. Dan dari segi keputusan konsumen dalam mengambil keputusan untuk memilih rumah makan sangat memperhatikan tahapan-tahapan model AIDA.This study examines the implementation of Sharia marketing characteristics and principles, focusing on differentiation, the marketing mix (product, price, place, and promotion), and selling strategies in the context of a typical Aceh culinary stall, Bungong Jeumpa. The research method used is qualitative research methods. The results showed that the characteristics and principles of Sharia Marketing have been implemented and are found in every activity carried out in the business of Warung Kuliner Khas Aceh Bungong Jeumpa. And in terms of consumer decisions in making decisions to choose a restaurant, it is very concerned about the stages of the AIDA model.
Co-Authors Hakim, Miftahur Rahman