IMPLEMENTASI MARKETING SYARIAH PADA SUPERMARKET DE’ HALAL MART YOGYAKARTA Implementation of Sharia Marketing in Supermarket De 'Halal Mart Yogyakarta
Abstract
Konsep pemasaran syariah terus berkembang seiring berkembangnya ekonomi syariah. Beberapa perusahaan dan bank khususnya yang berbasis syariah telah menerapkan konsep ini dan telah mendapatkan hasil yang positif. Sekarang ini bisnis ritel di Indonesia tumbuh dan berkembang bagaikan jamur di musim hujan. Bisnis ritel ini menyebar di mana-mana untuk memenuhi kebutuhan konsumen. Bisnis ritel Islam di Yogyakarta salah satuya adalah supermarket De’ Halal Mart yang menjual sembako dan snack serta kebutuhan sehari-hari lainnya. Kegiatan pemasaran merupakan salah satu aspek penting dalam menjalankan kegiatan bisnis, namun pada implementsinya masih terdapat beberapa praktek pemasaran yang menyimpang dari tuntutan nilai-nilai islam guna mendapatkan keuntungan yang sebanyak-banyaknya. Penyusunan ini bertujuan untuk mendeskripsikan implementasi marketing syariah: (1) karakteristik marketing syariah, (2) prinsip marketing syariah. Penyusun menggunakan metode penyusunan deskriptif kualitatif. Subyek penyusunan adalah supermarket De’ Halal Mart. Data penyusunan ini dikumpulkan melalui metode observasi, pencatatan dokumen, dan wawancara. Instrumen penyusunan ini adalah sebagai pedoman wawancara, lembar pencatatan dan alat untuk mendokumentasikan. Hasil penyusunan ini menerangkan bahwa Supermarket De’ Halal Mart merupakan perusahaan yang bergerak dalam bidang retail yang dijalankan dengan konsep islami. (1) Supermarket De’ Halal Mart telah memenuhi Karakteristik marketing syariah yang meliputi aspek Teistis, Etis, Realistis, Humanistis. (2) Supermarket De’ Halal Mart telah telah memenuhi Prinsip Syariah Marketing dari aspek Tactic yang meliputi Diferensiasi, Marketing Mix (product, price, place dan promotion) dan Selling / penjualan.
The concept of sharia marketing continues to grow along with the development of sharia economy. Some sharia-based companies and banks have adopted this concept and have had positive results. Today retail business in Indonesia grows and develops like mushrooms in the rainy season. This retail business is spreading everywhere to meet the needs of consumers. Islamic retail business in Yogyakarta is one of the supermarkets De 'Halal Mart that sells groceries and snacks and other daily necessities. Marketing activities are an important aspect of running a business activity, but in its implications there are still some marketing practices that deviate from the demands of Islamic values in order to get the most profit. This study aims to describe the implementation of sharia marketing: (1) the characteristics of sharia marketing, (2) the principle of sharia marketing. Researchers use descriptive qualitative research methods. The subject of the research was supermarket De 'Halal Mart. The data of this study were collected through observation method, document recording, and interview. The instruments of this study are as an interview guide, recording sheet and tool for documenting. The results of this study explain that Supermarket De 'Halal Mart is a company engaged in the retail that runs with the concept of islami. (1) Supermarket De 'Halal Mart has fulfilled the characteristics of sharia marketing covering aspects of Theistic, Ethical, Realistic, Humanistic. (2) Supermarket De 'Halal Mart has fulfilled the Shariah Marketing Principle from Tactic aspect which covers Differentiation, Marketing Mix (product, price, place and promotion) and Selling / sales.
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- Islamic Education [862]
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