ANALISIS STRATEGI PEMASARAN GERAI BATIK MANGGUR PERSPEKTIF ETIKA BISNIS ISLAM

Abstract

Batik is a cultural treasure of Indonesia, with each region having its own unique characteristics. The city of Probolinggo also has a special type of batik called Manggur batik. The reason for researching Manggur batik is that it has started to gain popularity among schools and madrasahs. When madrasahs or pesantren-based schools begin to procure batik, they consider several important aspects, especially because they are pesantren-based. Pesantrens have their own unique way of doing business with their students. This research uses qualitative descriptive analysis with a normative approach. The results of this study indicate that: 1) The management of the Manggur Batik Shop applies the marketing mix strategy in their product marketing efforts. The Manggur Batik management sets prices by considering the complexity of the production process and the types of main materials used, so the set prices are considered appropriate. Product distribution is also carried out directly, both through direct orders from consumers and through direct sales from the available stock at the internal shop and externally through DEKRANASDA. The Manggur Batik Shop also actively participates in exhibitions, bazaars, and special events. 2) The promotion strategy includes direct interaction with consumers, the use of social media such as the Umik Hebat website, Nurul Islam Pesantren's Facebook page, and WhatsApp to reach all members of the Nurul Islam Pesantren community. Additionally, word-of-mouth promotion is applied in educational institutions. All these elements form a holistic marketing strategy to enhance the success of Manggur Batik product marketing. 3) The marketing strategy of Manggur Batik products aligns with Islamic Business Ethics by collaborating with sharia financial institutions (BMT Nusantara) and using a system free from elements of usury. Keywords: Analysis, Business Ethics, Manggur Batik.