Implementasi Bauran Pemasaran Pada O’chicken Ditinjau Menurut Ekonomi Syariah

Hasibuan, Wilminia Sari (2022) Implementasi Bauran Pemasaran Pada O’chicken Ditinjau Menurut Ekonomi Syariah. Other thesis, Universitas Islam Riau.

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Abstract

Business development today was very tight especially in instant food. Because of this, a company should choose appropriate marketing strategy to motivate consumer to buy. One of strategies that needed was marketing mix. Marketing mix strategy involved product strategy, price, place and promotion strategy. O’chicken was a commercial business in culinary that had marketing mix strategy and did innovation to achieve maximum benefit. The purpose in this research examined to know the implementation of marketing mix based on sharia economic view at o’chicken Tengku Bey. This research used descriptive qualitative that described, analyzed, and summarized data from observation, interview and documentation toward 10 research informant (manager, staff, and consumer). Data analysis technique used data reduction, data presentation and drawing conclusion, also secondary data got from book, documentation, and catalog that was in company. Research finding showed that o’chicken Tengku Bey Pekanbaru had done effective marketing, such as: high quality product, reasonable pricing, choosing area strategy, and using social media promotion (Facebook, WhatsApp, and Instagram). The suggestion could be said that the Organic O’chicken management Tengku Bey Pekanbaru should keep product quality and services to make this company could grow up better in business fried chicken competition. It could be consumer consideration in choosing to buy Organic O’chicken.

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