Abstract
The development and competition of the business world in the current era of globalization is getting higher. This study aims to determine the marketing strategies of basic food traders in the new market of Paiton. The method used is qualitative based on observation, interviews, and documentation. The results of the study showed that the marketing strategies carried out by nine basic necessities traders used several strategies, among others, (a) service strategies, not easily discouraged when experiencing losses or being lazy when they made large profits; (b) product strategy, the accuracy of the opening time and checking the speed of serving the buyer can affect the reduction in income; (c) price strategy, price openness is needed in trading, so that the product (bargaining) process can be mutually beneficial; (d) promotion strategies, where traders approach emotionally to foster consumer trust, while fostering a high social life. Nevertheless, there are some deviations in marketing practices, such as the presence of elements of gharar or obscurity, the element of coercion and selling merchandise below market prices.
Highlights
Abstrak: Perkembangan dan persaingan dunia bisnis di era globalisasi saat ini semakin tinggi .Penelitian ini bertujuan untuk mengetahui strategi pemasaran pedagang sembako di pasar baru paiton
This study aims to determine the marketing strategies of basic food traders in the new market of Paiton
Ekonomi Islam Perspektif Maqashid Al-Syari’ah (Jakarta: Kencana, 2014) Rosyidi, Suherman, Pengantar Teori Ekonomi Pendekatan Kepada Teori Ekonomi Mikro & Makro (Jakarta: Rajawali Pers, 2006) Rozalinda, Ekonomi Islam Teori Dan Aplikasinya Pada Aktivitas Ekonomi (Jakarta: Rajawali Pers, 2015) Tahlohding, Sareeha, ‘Pemasaran Dalam Ekonomi Islam Studi Integrasi Dan Komprehensif’, Hukum Islam, XV (2015), 230–43 Tamamudin, ‘Merefleksikan Teori Pemasaran Ke Dalam Praktik Pemasaran Syariah’, Jurnal Hukum Islam (JHI), 12 (2014), 273–85 Usman, Abdul Halim, Manajemen Strategi Syariah: Teori, Konsep, & Aplikasi (Jakarta: Zikrul Hakim, 2015) Akila, 'Menjaring Konsumen Dengan Konsep Beriontasi Strategi Pemasaran’, Jurnal Media Wahana Ekonomika, 11.3 (2014), 84 – 89 Jasman dan Rini Agustin, ‘Strategi Pemasaran Dalam Perspektif Ekonomi Islam (Studi Kasus Pedagang di Pasar Tradisional)’, Khozana, 1.1 (2018), 65-95 ж Vol 06, No.02,Oktober 2019 ж
Summary
Abstrak: Perkembangan dan persaingan dunia bisnis di era globalisasi saat ini semakin tinggi .Penelitian ini bertujuan untuk mengetahui strategi pemasaran pedagang sembako di pasar baru paiton. Namun ketika dilakukan wawancara pada pembeli, masih ada beberapa pedagang sembako yang tidak terlalu ramah dalam melayani pembelinya dan hanya bertanya seperlunya saja bahkan terkesan ketus.
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