Strategi Pemasaran Industri Tenun Songket Melayu Riau Dilihat Dari Perspektif Ekonomi Islam

Setiawati, Eri (2021) Strategi Pemasaran Industri Tenun Songket Melayu Riau Dilihat Dari Perspektif Ekonomi Islam. Other thesis, Universitas Islam Riau.

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Abstract

The problems that motivated this research was songket weaving as superior product in Pekanbaru city that became creative industrial subsector as industrial craft that integrated through small and medium micro business. Then, it needed marketing strategy to increase songket weaving industry could be developed. The purpose in this research examined to know the marketing strategy of Riau Malay songket weaving viewed from Islamic economy perspective with the research focus at Weaving Wan Fitri and Weaving House Kampung Bandar. This research used observation, interview and documentation. The research findings showed that Weaving Wan Fitri and Weaving House Kampung Bandar had been practiced marketing based on market segmentation divided market based on strategic location geographic, it build in densely populated settlements and they were easy to find. Demographic and psychographic influenced consumer interest in product response suitable with their needs and their lifestyle. The targeting market in choosing market target referred to all people with introduce songket waeving to people in online and offline media. The positioning market was keeping product quality, upgrading motive and colors and made some souvenirs and promotion to develop songket weaving target market. Weaving Wan Fitri and Weaving house Kampung Bandar had been implemented sharia marketing suitable with muamalah principle according to honesty, justice that suitable with sharia principle.

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