Penerapan Strategi Pemasaran Berbasis Syariah Melalui Pendekatan Bauran Pemasaran Jasa Pada Hotel Sri Indrayani Pekanbaru

Sindari, Sindari (2021) Penerapan Strategi Pemasaran Berbasis Syariah Melalui Pendekatan Bauran Pemasaran Jasa Pada Hotel Sri Indrayani Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research was motivated by the implementation of sharia-based marketing through marketing mix services. The improvement of hotel business growth in Pekanbaru made hotel competitiveness higher than before between conventional hotel and sharia hotel. In marketing, there were many strategies used to promote companies’ products. Marketing mix strategy consisted of products, price, place, promotion, people, process, and physical form as marketing tools. The population and sample in this research were director of finance and stay overnight guests at Sri Indrayani Hotel. This research was field research and the method used qualitative descriptive. Data collection technique used observation, interview and documentation. After collecting data, it was analyze used qualitative design. The research findings showed that marketing mix services done by director of finance at Sri Indrayani Hotel by developing sharia values such as facilitating tools of worship in every room, prohibits to sale alcohol beverages, promoting affordable price, ethics in promotion, Islamic services and staff’s performance, prohibits couples who were not mahram in one room in avoiding harm act. So that, marketing mix that was done referred to Islamic rules and the rules did not commit offense from Islamic rules.

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