TINJAUAN ETIKA BISNIS ISLAM TERHADAP PRAKTIK BAURAN PEMASARAN PABRIK JENANG GARUDA & KHARISMA KUDUS

Syifa Azzahro Safira, NIM.: 18103080053 (2022) TINJAUAN ETIKA BISNIS ISLAM TERHADAP PRAKTIK BAURAN PEMASARAN PABRIK JENANG GARUDA & KHARISMA KUDUS. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Islam establishes values or ethics that must be obeyed by someone in business activities. One of them is ethics in trading which is a form of business activity. Benchmarks such as honesty, trust, responsibility, fairness and sincerity are the basic principles that have been set by Islam in terms of doing business. The number of jenang companies in Kudus City requires the accuracy of applying the 4P marketing mix tactics (Product, Price, Promotion, Place) appropriately in accordance with Islamic business ethics. This type of research uses field research with a descriptive qualitative approach. Data collection techniques were carried out by means of observation, interviews and questionnaires. The questionnaire is addressed to corporate consumers. The sampling method used accidental sampling. The results of this study indicate that the marketing mix practice at the Garuda & Kharisma jenang factory is in accordance with Islamic business ethics. This can be seen from the absence of deviations that violate the principles of Islamic business ethics in the marketing mix practice of the Garuda & Kharisma jenang factory. In the event that the product is guaranteed to be safe and halal, does not cover the defective product, it is always the responsibility to replace the damaged product. In pricing, do not take excessive profits or are still within reasonable limits. In promotion, always behave honestly and candidly when promoting products to potential consumers. In the distribution channel, trying to give satisfaction with the best service, applying a helping attitude, and applying justice to consumers.

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