TINJAUAN EKONOMI SYARIAH TERHADAP STRATEGI PEMASARAN UNTUK MENINGKATKAN MINAT KONSUMEN BERBELANJA (STUDI KASUS PADA KOPERASI PESANTREN SABILUR ROSYAD SIDOARJO)

Abstract

Pesantren cooperatives aim to empower the economy of pesantren and the surrounding community. One of the pesantren that manages a cooperative business is Pesantren Sabilur Rosyad Sidoarjo. However, the Sabilur Rosyad Islamic Boarding School Cooperative is currently facing various challenges, including difficulties competing with other places, which has an impact on decreasing public interest in shopping. Thus, the purpose of this study is to analyze the marketing strategy applied by the Sabilur Rosyad Sidoarjo Islamic Boarding School Cooperative in an effort to increase consumer interest in shopping, in accordance with the perspective of Islamic economics. This research uses a qualitative approach by utilizing primary and secondary data. Data were collected through observation, interviews, and documentation, then analyzed with the stages of data reduction, data presentation, and conclusion drawing. The results showed that the Sabilur Rosyad Sidoarjo Islamic Boarding School Cooperative implemented a marketing strategy based on market segmentation, target market, and market position, which was combined with the 4P marketing mix (Product, Price, Location, and Promotion). This approach aims to increase consumer attractiveness of the products and services offered. The Islamic economic review of the cooperative's marketing strategy shows that its implementation is in accordance with the principles of Islamic business ethics. Cooperative marketing strategies include ethics in the context of product, price, distribution, and promotion in line with various sharia values. By implementing this strategy, the cooperative is expected to be able to increase consumer interest in shopping while making a positive contribution to the economy of the pesantren and the community in a sustainable manner