MARKETING STRATEGY OF INDONESIAN LOCAL AND HALAL PRODUCT (CASE STUDY: CV. YUMEDA PANGAN SEJAHTERA) Rekno Juminten
Islamic Economics Departement, Faculty of Economics And Business, University Of Airlangga
Abstract
This study aims to find out how the marketing strategy applied by CV Yumeda Pangan Sejahtera which is one of the local products from Indonesia in the face of competition in Indonesian halal market. This study uses a descriptive qualitative and case study method with structured and unstructured interviews and data collection methods by observation and documentation which are then analyzed using a qualitative descriptive method. The results of the study found that CV Yumeda Pangan Sejahtera in its marketing followed the principles of the Islamic marketing mix such as: 1) the products offered have halal and tayyib quality and are very careful in the processing process, and do not use prohibited packaging. 2) The Price Strategy uses Cost of Goods Sold (HPP) and adjusts to the benefits and competitiveness of prices with other products. 3) The Promotional Strategies that have been implemented are very varied and very well guarded from some forbidden things, seen from postings on social media, nothing forbidden is found. And participate in several events that have been facilitated by the Ministry and other events. 4) The distribution strategy that has been implemented is very effective to avoid losses between the two parties, further accelerating the distribution flow of products to consumers. However, sharia-based businesses must always pay attention to the values contained in doing business, and make blessing as the main orientation in doing business, not just profit, which is a form of obedience to Allah SWT.
