Analisis Strategi Pemasaran Dan Inovasi Produk Untuk Meningkatkan Volume Penjualan Pada Industri Garam Perspektif Ekonomi Islam (Studi Kasus Di Wisata Edukasi Tunnel Garam Kebuemen)

Abstract

Salt Tunnel Educational Tourism is one of the industries producing high quality salt in Kebumen Regency. Apart from high quality, here they have also carried out various innovations in developing salt products. The aim of this research is to find out how marketing strategies and product innovation are applied to the Salt Tunnel Educational Tourism in Tlogopragoto Village to increase sales volume from an Islamic economic perspective. This type of research is qualitative research with a case study approach. The data collection techniques used were interviews, observation and documentation. The data sources used are primary data and secondary data. Data analysis is used by data reduction, data presentation, and drawing conclusions. The research results show that the marketing strategy is implemented through the 4P marketing mix (Product, Price, Place, Promotion), while product innovation includes features, design, quality, as well as additions in the form of partnerships. This strategic approach refers to Islamic economic principles, namely Rabbaniyyah, Akhlaqiyyah, Al-Waqiyyah, and Al-Insaniyyah. This strategy was successful in increasing sales volume, as proven by the available sales volume data.