Maro’ah, Siti and Firmansyah, Muhammad Anang and Roosmawarni, Anita
(2018)
Marketing Framework of Small and Medium Enterprises (Smes) Based on Marketing Mix of Syariah.
International Journal of Management and Economics Invention, 04 (09).
pp. 1924-1928.
ISSN 2395-7220
Abstract
The effort of businessmen in marketing is a form of mu'amalah that is justified by Islam when all
processes such as creation, offer and change of value are maintained from the elements set forth in
the Qur'an, Hadith, and ijtihad of the ulama. Small and Medium Enterprises (SMEs) internally still
experience various obstacles in developing their business. Product marketing is still conventional;
limited marketing range; more emphasis on the validity of low prices; less attention to quality;
marketing spontaneously and impressed as is. The purpose of study determines the implementation
of marketing - based sharia by applying the principles that are theistic (Rabbaniyyah); Ethical
(Akhlaqiyah); Realistic (Al-Waqiiyyah); and Humanistic (Insaniyyah) in a combination of variables:
Product, Price, Place (Distribution), Promotion, People, Process, and Physical Evidence. The
method used a Research and development approach. The population of SMEs processed by marine
fish in Kenjeran district of Surabaya, with a sample of 45 SMEs. The results showed that the
marketing mix of SMEs based on sharia marketing from product elements and pricing of products
that have been traded have been carried out in Syar'i. Distribution is done directly, without
intermediaries and free of monopolistic practices. Promotions are carried out simply but still
maintain honesty. The process of providing information was carried out by marketers that is
generally accountable. The marketer avoided speculative actions and did not only prioritize personal
interests. Elements of physical evidence of SME marketing in general were still not able to provide
facilities that display the characteristics of Syariah.
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