Analisis Strategi Pemasaran Produk Batik Ditinjau dari Perspektif Ekonomi Islam (Studi Pada Toko Batik Sekar Jagad Kebumen)

Abstract

This research is motivated by the covid-19pandemic which has caused a decline
in sales levels that have occurred in various types of companies. Therefore, a new
strategy is needed to maintain the market. The purpose of this research is to find out
how the marketing strategy of batik products at the Sekar Jagad batik shop from an
Islamic economic point of view. This type of research is qualitative research with a
descriptive approach. Data analysis uses descriptive qualitative methods with data
collection methods of interviews, observation, and documentation and is supported by
documents from various sources. Based on the results ofresearch on the application of
the 4P marketing mix strategy, it shows that Sekar Jagad's batik product strategy
always prioritizes product quality, good service, and creates various kinds of batik
product innovations. The price ofbatik products is affordable and the payment system
can be done in cash and transfer. Promotional media carried out through social media
and personal selling, determining a strategic market location and adequate facilities.
Marketing strategy through marketing mix in Islamic economic perspective