Prinsip Islam pada Service Excellent: Tinjauan Islamic Marketing Mix di Sakinah Supermarket Surabaya
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Abstract
Society’s fettle tends to be modern today and thus making entrepreneur start competing establishing supermarkets or minimarkets. The competition quite tight because the supermarkets are close even nearby to one another. Therefore, it requires implementing effective and innovative strategies to meet the exact target market. Today’s aspect encountered is the use of sharia labels which then triggers the emergence of sharia marketing processes. Sharia marketing is the whole process; whether creating, offering, of charging value, there should be no things contrary to the contract and the principles of Islamic muamalat/ business. This study analyzed the implementation of the Islamic marketing mixture in Sakinah Supermarket Surabaya by using qualitative–descriptive research methods. In this paper, the data collection techniques took through surveys, interviews, and documentation. Then it was analyzed using an inductive mindset of data reduction, data display, and conclusion. Meanwhile, the validity of the data checked using a triangulation technique. This study concluded that Sakinah Supermarket Surabaya had implemented the concept of sharia marketing, which includes the 4P + S marketing mix, namely product, price, place, promotion, and service.
(Saat ini, kondisi masyarakat cenderung bersikap modern, sehingga menjadikan pebisnis mulai bersaing dalam mendirikan supermarket atau minimarket. Persaingan ini dapat dikatakan ketat karena keberadaan supermarket satu dengan yang lain lokasinya tidak jauh atau bahkan saling berdampingan. Oleh karena itu, pentingnya bagi suatu supermarket atau minimarket mampu melaksanakan strategi yang efektif dan inovatif agar dapat memenuhi pasar sasaran yang tepat. Aspek yang banyak ditemui saat ini yaitu pada penggunaan label syariah yang kemudian memicu timbulnya proses syariah marketing. Syariah Marketing adalah seluruh proses, baik proses penciptaan, penawaran, maupun perubahan nilai (value) tidak boleh ada hal-hal yang bertentangan dengan akad dan prinsip prinsip muamalat (bisnis) yang Islami. Penelitian ini bertujuan untuk menganalisis implementasi Islamic marketing mix di Supermarket Sakinah Surabaya dengan menggunakan metode penelitian kualitatif – deskriptif. Teknik pengumpulan data dalam penelitian ini melalui survey, wawancara, dan dokumentasi. Kemudian data tersebut dianalisis menggunakan pola pikir yang induktif dengan cara data reduction, data display, dan conclusion. Sedangkan, untuk keabsahan data diperiksa menggunakan teknik triangulasi. Hasil dalam penelitian ini menyimpulkan bahwa Supermarket Sakinah Surabaya telah menerapkan konsep syariah marketing yang meliputi marketing mix 4P + S, yaitu product, price, place promotion, dan service.)
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