Implementasi Strategi Bauran Pemasaran pada Usaha Menengah dalam Pemasaran Syariah

Studi Kasus Produk Keripik Halal UD. Ramayana Agro Mandiri Kota Batu

Abstract

The marketing mix is a way to improve and develop a business on the products offered, strategy and promotion systems are the key to an effort to overcome market competition and determine the success of product sales. The purpose of this research is to find out the promotion mix strategy that has been applied to UKM (Small and Medium Enterprises) UD. Ramayana Agro Mandiri Batu City and to find out the promotional strategies that have been implemented by UD. Ramayana Agro Mandiri complies with Sharia principles. The type of research used is descriptive qualitative with a case study approach. The data collection used was through interviews, observation and documentation, which were then analyzed by collecting data, condensing data, presenting data and drawing conclusions. The object of research to be analyzed is UD. Ramayana Agro Mandiri Batu City. The results show that SMEs use a promotion system by offering products, the right market segment, guaranteeing product availability, on time delivery, being responsible and having a lot of product variants. The suitability of the marketing mix strategy that has been implemented with Sharia marketing, SMEs already have a halal license, do not discriminate between consumers based on race and religion, there are no illegal objects in the production environment, there is no compulsion for distributors and a promotional system that is not deceptive to consumers.