Analisis Strategi Pemasaran dalam Meningkatkan Keputusan Pembelian Konsumen pada Bisnis Khadijah Aqiqah Menurut Perspektif Ekonomi Islam

Abstract

This study aims to analyze the marketing strategy in increasing consumer purchasing decisions at Khadijah Aqiqah, located in Surobayan Village, Ambal Subdistrict, Kebumen, from an Islamic economic perspective. The research employs a descriptive qualitative approach and field research, utilizing data collection techniques such as interviews and documentation. The data analysis techniques used include data reduction, data presentation, and conclusion drawing. The results of this research show that Khadijah Aqiqah's marketing strategy focuses on meeting the needs of Muslim consumers by offering practical, high-quality, and Sharia-compliant aqiqah services. Market segmentation encompasses geographical, demographic, psychographic, and behavioral aspects, with undifferentiated and differentiated targeting approaches. Promotion through social media and word-of-mouth marketing positively impacts consumer purchasing decisions. From the perspective of Islamic economics, the business adheres to Sharia principles, emphasizing values such as Shiddiq (honesty), Amanah (trustworthiness), Fathanah (intelligence), and Tabligh (communication), creating a fair and high-quality business practice. The study concludes that Khadijah Aqiqah's marketing strategy is effective in increasing purchasing decisions and aligns with Islamic economic principles.