Strategi Pemasaran dalam Meningkatkan Volume Penjualan di Cafe Walk Coffee Kebumen Menurut Perspektif Ekonomi Syariah

Abstract

This research is driven by the Covid-19 pandemic which has destabilized the economy. This research problem is limited to discussing how the marketing strategy implemented by Cafe Walk Coffee Kebumen in increasing sales from an Islamic economic perspective. This type of research is qualitative research with a social approach. Data analysis in this study uses descriptive qualitative techniques with data collection methods through interviews, documents and observations and supported by documents from various sources. Based on the research results, Cafe Walk Coffee Kebumen always prioritises product quality, guarantees halalness, and innovates. The product sold have affordable prices as well as choosing a strategic location and conducting effective promotions. Marketing strategy through an Islamic economic perspective approach with Rabbaniyyah, Akhlaqiyyah, Al-Waqiyyah, and Al-Insaniyyah. Although in practice, the application of Islamic values at Cafe Walk Coffee is not perfect