Year: 2025
Type: article
Abstract: This research provides an in-depth and objective understanding related to sharia marketing strategies in improving product marketing at the 212 Mart supermarket in Batu City Square. The research method used in this research is descriptive qualitative with primary data sources to provide information, facts and data about sharia marketing strategies in improving products at 212 Mart in Batu City Square by conducting direct interviews with 8 people including Swalayan 212 Mart. Batu City square and consumers who became informants. The results of this research show that Swalayan 212 Mart has implemented several strategies: The first product strategy, where this strategy includes product types (necessities, household equipment, children's toys), not selling cigarettes, marketing UMKM products, halal labels, and not selling tests. pack, does not sell contraceptives. The second is a pricing strategy where this strategy includes competitor audit survey prass, prices (flexible, cheap), and giving special discounts to cooperative members 212. The third location strategy is where this strategy includes being in the center of the Batu City square, tourist attractions, strategic places, and parking spaces. The four promotional strategies include online media (Facebook, Instagram, Gojek, Grab, and Shopee) and offline.
Authors: Muhammad Ginanjar, Rahmad Hakim, Rahmi Amalia
Institution: Universitas Muhammadiyah Malang
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4413357359