Abstract
Along with the changing times, the tendency of people to eat outside the home is increasing for various practical, economic and prestige reasons. Rocket Chicken is one of the fast food restaurant companies that has recently grown and has opened branch outlets everywhere, especially in the city of Banjarmasin. The role of price in buyer's perception is on product quality, value sacrifice and desire to buy, while location or place often determines the company's success, because location is closely related to a company's potential market. The problems in this study are as follows: How is the positioning from the aspect of price and place in creating a competitive advantage? How to apply Rocket Chicken positioning in Islamic Economic Perspective?. The purpose of this study was to determine the positioning of Rocket Chicken from the aspect of price and place in creating a competitive advantage and to determine the application of Rocket Chicken's positioning in an Islamic Economic Perspective. The benefits of this research can be used as consideration for companies, as well as knowledge that can provide information for all people, in an effort to improve knowledge in the field of Islamic economics. Qualitative research method with the type of field research(field research). The results show that: 1) Rocket Chicken provides food and beverage packages at affordable prices, creating a comfortable atmosphere.2) And in accordance with Positioning in Islam, namely the name or identity of a good and quality brand, consumers buy the product not because of coercion.
Highlights
Often seen in fast food, this can be seen from the presence of various fast food shops that are present on the roadside
From the results of research conducted by researchers at Rocket Chicken Manarap Branch : 1. The positioning carried out by Rocket Chicken Manarap Branch in giving birth to competitive advantage has two aspects, namely: a
Rocket Chicken Manarap Branch provides facilities such as various visualizations, namely playing video clips of famous artists, CCTV cameras, free wifi, and children's play areas. provides a place to celebrate the birthdays of children, teenagers, and adults
Summary
Often seen in fast food, this can be seen from the presence of various fast food shops that are present on the roadside. They sell cheap and simple food with a good concept. That fast food is no longer considered expensive food and only for certain circles. Even though at that time the hope of the business investment that he gave was still in the imagination After he succeeded in convincing his brother, on February 21, 2010, Nurul Atik and his brother started to open their first fast food outlet in Semarang with the name Rocket Chicken which is familiar to our ears
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