Implementasi Strategi Marketing Mix Berbasis Syariah Pada UMKM Tyass Catering Karangasem Laweyan Surakarta
Keywords:
Marketing mix, SMEs, CateringAbstract
Marketing activities are activities with the aim of providing what is needed by the community, both consumers and customers. In marketing activities, a strategy is needed so that consumers are interested in buying the products offered. Marketing mix is a marketing strategy to introduce goods/services. The sharia marketing mix is the same as the conventional marketing mix, it's just different in its implementation. This research was analyzed using qualitative data analysis methods. And this research examines one of the service companies that provide or serve food requests. This study aims to determine the application of sharia marketing mix to Tyass Catering SMEs and to determine its advantages and disadvantages. The results showed that Tyass Catering has implemented several characteristics of Islamic marketing in its marketing activities and also imitated the marketing practices of the Prophet Muhammad based on the characteristics of the Prophet Muhammad, namely: Shiddig, Amanah, Fathanah, and Tabligh. There were also advantages and disadvantages in using this strategy.References
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