ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING UMKM BERDASARKAN NILAI EKONOMI ISLAM (STUDI PADA UMKM WITROVE SURABAYA)

Abstract

Competition in the world of business and business is increasing, the cause is increasingly sophisticated technological developments. So business actors are required to keep up with developments so that marketing does not become outdated, which will have an impact on reducing consumers. One that helps business development for business actors is MSMEs which have been regulated in the Law of the Republic of Indonesia No. 20 of 2008 concerning Micro, Small and Medium Enterprises (MSMEs). The research method uses descriptive qualitative research, a research procedure that produces descriptive data, meaning written or spoken words from people or behavior that can be observed. Data collection techniques were carried out through interviews, observation and documentation. descriptive technique. The data analysis technique uses triangulation by checking data that has been obtained from several sources and then carrying out in-depth data collection. The results of research based on triangulation of data collection through interviews, observation and documentation show that there are 4 (four) marketing strategies implemented by Witrove MSMEs, namely product strategy, service strategy, promotion strategy and partnership strategy. These four strategies incorporate the business ethics implemented by the Prophet Muhammad, including siddiq/honest, trustworthy/trustworthy, fatanah/intelligent and tabligh/communicative. So in an effort to increase competitiveness among competitors, Witrove MSMEs are not only looking for profit but also establishing good relationships between partners and consumers and good relations before Allah SWT.