Strategi pemasaran usaha kuliner di masa pandemi covid-19 perspektif ekonomi syariah di Kota Palangkaraya

Khairunnisa, Khairunnisa (2021) Strategi pemasaran usaha kuliner di masa pandemi covid-19 perspektif ekonomi syariah di Kota Palangkaraya. Undergraduate thesis, IAIN Palangka Raya.

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Abstract

Selama adanya pandemi, ekonomi Indonesia mengalami penurunan dan berdampak bagi masyarakat khususnya di Kota Palangka Raya. Banyak karyawan yang diberhentikan dan ada juga yang dirumahkan. Untuk bertahan hidup, mereka bertekad membuka usaha baru dan memunculkan berbagai macam strategi pemasaran guna bersaing dan mempertahankan eksistensi brand. Adapun rumusan masalah yang ada pada skripsi ini yaitu: (1) Bagaimana strategi pemasaran usaha kuliner di masa pandemi Covid-19 di Kota Palangka Raya? (2) Bagaimana Tinjauan ekonomi syariah terhadap pemasaran usaha kuliner di masa pandemi Covid-19?

Penelitian ini merupakan penelitian lapangan dengan menggunakan metode pendekatan kualitatif deskriptif. Pengumpulan data yang digunakan dalam penelitian ini yaitu observasi, wawancara, dan dokumentasi. Adapun teknik penentuan subjek dengan kriteria antara lain beragama Islam dan memiliki KTP, Pengusaha yang belum tercantum dalam data pendirian UKM di kota Palangkaraya dengan pendapatan minimum 2jt/bulan, karyawan yang dirumahkan akibat terdampak pandemi Covid-19 dengan usia 20-30th, berdomisili di 2 kecamatan, yaitu kec.Pahandut dan Jekan Raya serta dekat lingkungan kampus IAIN, Universitas Palangkaraya, dan LP3I.

Hasil dari penelitian ini bahwa Pertama dalam proses strategi marketing, kelima pelaku usaha telah memanfaatkan teknologi media sosial, diantaranya Fb, Instagram, Messenger, Whattsapp, dan aplikasi pendukung lainnya seperti GojeklGrab. Kemudian untuk mutu pengembangan potensi diri, kelima pelaku usaha telah mampu mengenali jaringan kewirausahaan. Kedua dalam perspektif ekonomi syariah, kelima pelaku usaha telah menanamkan konsep bekerja dan beramal. Menjual makanan halalan tayyiban, melakukan konsep rukun jual beli secara syariat, bersikap adil dalam menetapkan harga, dan tidak melakukan kecurangan lainnya yang dapat merugikan setiap konsumen.

ABSTRACT

During the pandemic, Indonesia's economy declines and impacts the community, especially in Palangka Raya. many employees are affected by the pandemic and some employees are also laid off. To survive, they are determined to open new businesses and come up with various marketing strategies to compete and maintain the existence of the brand. The research problems in this thesis are: (1) What is the marketing strategy of culinary businesses during the Covid-19 pandemic in Palangka Raya? (2) How is sharia economic review of the marketing of culinary businesses during the Covid-19 pandemic?
This research was a field research using descriptive qualitative approach method. The data collected in this study was observation, interview, and documentation. As for the technique, the researcher detemined the subjects with criteria, among others, Muslims and having ID cards, entrepreneurs who had not been listed in the data of SME establishment in Palangka Raya with a minimum income of 2 million rupiah / month, employees who were housed due to the Covid-19 pandemic with the age of 20-30 years old, domiciled in 2 sub-districts, namely kec. Pahandut and Jekan Raya and near the campus environment of IAIN, Palangkaraya University, and LP3I.

The results of this study that first, in the process of marketing strategy, the five businesses had utilized social media technology, including Fb, Instagram, Messenger, Whattsapp, and other supporting applications such as GojeklGrab. Then for the quality of self-potential development, the five business actors had been able to recognize the entrepreneurial network. Second, in the perspective of Sharia economy, the five business people had instilled the concept of work and charity. selling halalantayyiban food on the products which they sold, doing the concept of sharia buying and selling, applying fairness in setting prices, and not committing other frauds that can harm every consumer.

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