Strategi Bauran Pemasaran 8P dalam Prespektif Islam

Abstract

Introduction/Main Objectives: This research aims to examine the 8P's of the Marketing Mix Strategy which includes product, price, place, promotion, people, process, physical evidence, and productivity (Kotler & Armstrong, 2018) from an Islamic perspective based on the rules contained in the Al-Qur'an and As-Sunnah. Background Problems: Islam sees trade as an important activity for a person's survival as long as it is carried out in accordance with the Islamic law. Along with the growth of the times, Muslim consumers grow with various needs and desires that require marketers to fulfill them. Novelty: This research examines the 8P’s marketing mix from an Islamic perspective which has never been discussed in previous research. Research Methods: This research is a literature study using qualitative research methods. Finding/Results: The practice of Islam is based on divinity and faith which recognizes no boundaries between the worldly dimensions and the afterlife. Likewise, in terms of marketing, it is seen from the study of the 8P’s marketing mix from an Islamic perspective. Conclusion: A new view regarding the 8P’s marketing mix from an Islamic perspective can be used as a reference by marketers to carry out marketing activities based on the rules existing in the Islamic religion. The 8P’s marketing mix approach with an Islamic perspective prioritizes implementation based on the rules set out in the Al-Qur'an and As-Sunnah as guidelines for Islamic teachings. The practice of Islam is based on divinity and faith which recognizes no boundaries between the worldly dimensions and the afterlife. The 8P’s marketing mix from an Islamic perspective is different from conventional marketing practices which are based on maximizing profits. Meanwhile, in Islam, marketing activities are also expected to provide prosperity for humanity in the world in terms of procuring goods and services.