Upholding Sharia Character: Marketing Communication at Marwah Syariah Guest House Balikpapan
Abstract
Abstract—The misuse of lodging facilities for
criminal and immoral activities is a recurring issue,
with property owners prioritizing profit over ethical
considerations. This research sheds light on the vital
importance of effective marketing communication
strategies within the context of Sharia-based lodging
establishments, using one of the best Sharia
accommodations in Balikpapan, namely Marwah
Syariah Guest House as a research object. By aligning
with Philip Kotler and Kevin Lane Keller’s 7P
marketing communication framework (Product,
Price, Place, People, Promotion, Process, and
Physical Evidence). The research reveals Marwah
Syariah’s approach to maintaining a Sharia character
while ensuring profitability. Furthermore, the research
highlights Marwah Syariah’s commitment to
upholding Sharia’s character
throughout the 7P’s key marketing elements,
marketing communication objectives, marketing
communication tools, and marketing communication
stages. This research was conducted to emphasize the
importance of effective communication in conveying
product information and preventing losses due to
ineffective promotional activities. This research
contributes valuable insights into Sharia-based places,
offering a reference for consumers who seeking Sharia
accommodations and supporting the competitiveness
of these establishments within the hospitality industry.
Ultimately, it underscores the importance of aligning
marketing communication strategies with Sharia’s
character to achieve sustainable success in the Sharia
lodging business.
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