Penerapan Bauran Pemasaran (7P) di Mezora Yogyakarta dalam Perspektif Pemasaran Islami

Abstract

The development of the service field and the product cause every company have strategic plan to keep their company. Effective marketing can be used as step for marketing mix (7P). Nowadays, along with the growth of the business, a lot of companies already run the sharia business. This make the Islamic marketing as alternative strategic to apply Islamic value in every marketing activity. Therefore, marketer must has characteristics that exist on Islamic marketing. Basically Islamic teach the trading should be accordance with Al Quran and Hadist The purpose of this research is to describe a characteristics of marketing from the application of marketing mix conducted by Mezora Yogyakarta. The method used in this research is qualitative analysis method. The type of research used is interview, observation, and documentation. The sample in this research amounted to 5 people (Head of stores, employees and consumers). Sampling technique used is purposive sampling, while the analysis technique used is data reduction, data presentation and conclusion decision. The secondary data obtained through the books, documentation, and catalog that is in the company The result of the research shows that Mezora Yogyakarta has been doing effective marketing, such as the products offered are varied and high quality, the pricing is in accordance with the market demand, the choice of location is in the strategic area, in terms of promotion has used various ways such as advertising, doorprize, exhibition, Has experienced staff, always provide loyalty to the consumers, as well as adequate supporting facilities company. In addition, the operation of Mezora has put forward the values of Islamic law to run the marketing mix. The values are based on the characteristics of Islamic marketing are Teistic, Ethical, Realistic and Humanistic.