Candra Wahyu Hidayat1, Hendy Hermawan2
Abstract
Every company is always trying to stay alive, growing, and able to compete. Marketing activities are always directed to achieve the company’s goal is how to achieve maximum profit. Company policy with the right marketing concept especially how to provide satisfactory service to the consumer through marketing strategy. One of the company’s marketing strategies is Marketing Mix (Marketing Mix). Marketing mix strategy includes product strategy, pricing strategy, place strategy, promotion strategy or better known as 4 P. Marketing mix is an element of marketing used by company in achieving company goal in marketing area. In this case the company is not solely seeking only profit but how the company can implement marketing mix strategy based on Islamic values based on Al-Quran and Hadith. When an Islamic economy is governed by a good process, discipline and Istiqomah there will never be unhealthy practices in business because the Prophet has forbidden it from the beginning. This is the basis in the company’s business strategy that saves the competition of the business world both worldly and hereafter.
Keywords: marketing, marketing mix strategy, Islamic values
Full Text: PDF