Strategi Pemasaran Islami Pada Intan Rizky Bahri (IRB) Tahu Bakso Di Kota Malang

Abstract

This study aims to describe and determine the application of SWOT analysis (strength, weakness, opportunities, treats) on IRB meatball tofu in Malang City; and Islamic marketing strategy that has been carried out by IRB meatball tofu in Malang City. Researchers chose field research with the type of qualitative research. The researcher chose the location of his research at IRB meatball tofu, which had an address at Jl. Joyo Tambak Sari, No.96, Lowokwaru District, Malang City. The data sources consist of primary and secondary. Data collection by interview, documentation, and direct observation at IRB meatball tofu in Malang City. While the data analysis technique consists of qualitative analysis, external environmental analysis, and SWOT analysis. The results of this study indicate that (1) The application of SWOT analysis to IRB meatball tofu in Malang, namely: (a) strong, which has been carried out by IRB Tofu Bakso Malang City lies in the product and service at customers can be said to be good; (b) weakness, which has been done by IRB meatball tofu Malang City lay in the product that cannot last more than one day; (c) opportunity, which has been done by IRB meatball tofu Malang City lies in pricing that can be reached by all elements of society; and (d) treath, which has been done by IRB meatball tofu Malang City which is felt due to the increasing number of business competitors tofu meatballs that damage the market price; and (2) the Islamic marketing strategy carried out by IRB meatball tofu Malang City has been in accordance with the ethics and business principles practiced by the Prophet Muhammad, among others are as follows: (a) honesty: paying attention to any set price and feasibility meatball tofu; (b) mandate: excellent service, where when there is an order, they immediately send it according to the order; (c) smart: product marketing is expanding, to get more customers and consumers; (d) communicative: maintaining communication with customers and politely in delivery; (e) occupy a promise: pay attention to the time taken to deliver the product that has been mutually agreed between us and the customer; (f) net of usury: not taking excessive profits; and (g) not reducing the scale: no longer selling tofu meatballs that are no longer suitable for consumption, avoiding gharar and not hoarding goods.