Melinda, Nelly (2022) Analisis Strategi Marketing Restoran Ayam Bakar Pak D Sidoarjo Pada Masa Pandemi Covid-19 Dalam Perspektif Islam. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Currently, the global economic status is experiencing a very drastic decline due to the Corona Virus Disease 2019 (COVID-19). Because of this virus, a pandemic occurred throughout the world. Ayam Bakar Pak D is a company that operates in the culinary food sector starting from restaurants, logistics chicken slaughterhouses, and is open to partnerships. The focus of this research will examine Islamic sharia-based restaurant marketing strategies during the Covid-19 pandemic. The focus of this research aims to find out more about Islamic sharia business strategies which have many advantages and benefits. This research aims to find out what obstacles are experienced in the midst of the Covid-19 pandemic and to find out what marketing strategies to survive the Covid-19 pandemic by Ayam Bakar Pak D which applies the sharia system in running its business. This type of research approach is a qualitative case study approach. Meanwhile, the technique used to determine informants is purposive sampling. Researchers collected data using interviews, observation, documentation and triangulation of data sources. The data analysis technique for this research is by means of data reduction, data presentation and conclusions. The results of this research can be concluded that the analysis of Islamic marketing strategies to survive the Covid-19 pandemic on Ayam Bakar Pak D has been carried out in accordance with Islamic teachings and recommendations, although not completely. The marketing strategy carried out by Ayam Bakar Pak D uses an Islamic marketing mix consisting of 4Ps (Product, Price, Place, Promotion). Because products in Islam must pay attention to special aspects related to a product, therefore the aspects of halal food provisions for Ayam Bakar Pak D product are that it is halal in substance, halal in the way it is obtained, and halal in the way it is processed. By implementing an Islamic marketing mix strategy, Ayam Bakar Pak D continues to prioritize the mutual benefit of sellers, buyers and employees. In terms of the obstacles experienced by Ayam Bakar Pak D, Ayam Bakar Pak D can overcome these obstacles by carrying out various innovations and can survive during the Covid-19 pandemic.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 200 - RELIGION > 290 - 299 OTHER RELIGIONS > 297 - ISLAM, BABISM & BAHAI FAITH |
| Divisions: | Bachelor of Islamic Economic |
| Depositing User: | NELLY MELINDA |
| Date Deposited: | 11 Oct 2023 04:28 |
| Last Modified: | 11 Oct 2023 04:28 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11514 |
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