Strategi bisnis masyarakat muslim akademik dan non akademik di Kota Palangka Raya (studi kasus pada Cathering Hj. W dan Rumah Makan B)

Sagita, Ninda Ayu (2016) Strategi bisnis masyarakat muslim akademik dan non akademik di Kota Palangka Raya (studi kasus pada Cathering Hj. W dan Rumah Makan B). Undergraduate thesis, IAIN Palangka Raya.

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Abstract

Setiap bisnis pasti memiliki strategi agar usaha yang dijalankan tetap bertahan lama dan dicintai para konsumen. Dalam strategi bisnis dikenal teori bauran pemasaran (bauran marketing), bauran marketing terdiri dari 4P yaitu product, price, place, dan promotion. Pendidikan di asumsikan memiliki pengaruh yang kuat dalam menerapkan strategi bisnis, karena orang yang berpendidikan memiliki pola pikir yang berbeda dengan yang tidak pernah mendapatkan pendidikan. Namun, hasil observasi yang di dapat di lapangan ditemukan beberapa ketidaksesuaian yang terjadi antara masyarakat muslim yang berpendikan dan masyarakat yang tidak berpendidikan. Maka penelitian ini pun membahas mengenai Perbandingan Strategi Bisnis Masyarakat Muslim Akademik dan Non Akademik. Adapun rumusan masalah dalam penelitian ini yaitu; (1) Bagaimana strategi sukses bisnis masyarakat muslim akademik dan non akademik sebagai pedagang muslim di Kota Palangka Raya, (2) Bagaimana perbandingan dari strategi bisnis masyarakat muslim akademik dan non akademik dalam meningkatkan perkonomian pedagang muslim di Kota Palangka Raya.

Penelitian lapangan ini menggunakan pendekatan kualitatif-deskriptif yang mana objek penelitian adalah strategi bisnis yang digunakan oleh masyarakat muslim akademik dan non akademik dalam pelaksanaannya. Sementara subjek penelitian ini adalah 1 pemilik usaha yang berlatar pendidikan, dan 1 pemilik usaha yang tidak memiliki latar belakang pendidikan sebagai dua sumber untuk uji validitas data. Metode pengumpulan data menggunakan teknik observasi, wawancara, dan dokumentasi. Sedangkan validitas data juga di buktikan dengan teknik triangulasi sumber, lalu data di analisis melalui metode collection, reduction, display, dan conclusions.

Dengan berbagai macam referensi teori yang digunakan untuk mendukung penelitian maka hasilnya yaitu bahwa Strategi Bisnis Masyarakat Muslim Akademik dan Non Akademik di Kota Palangka Raya (Studi Kasus Pada Catering Hj. W Dan Rumah Makan B) telah sesuai dengan teori bauran pemasaran apabila ditinjau dari teori 4P (product, price, place, dan promotion). Sedangkan perbandingan strategi bisnis antara keduanya secara garis besar memiliki 3 perbedaan baik secara tersirat maupun berdasarkan analisa umum. Ada beberapa hal kecil yang masih perlu disesuaikan dalam strategi bisnis dan penerapan bauran pemasaran, diantaranya jaringan pendistribusian yang diperluas.

ABSTRACT

Every business must have a business carried has a strategy that stays long and loved by consumers. In a business strategy known theory of the marketing mix (marketing mix), composed of 4P marketing mix are: product, price, place and promotion. Education is assumed to have a strong influence on business strategy, because educated people have a different mindset to never get an education. However, observations in the field can be found a few discrepancies that occur between the Muslim communities are highly educated and uneducated people. So, the study was to discuss the Muslim Community Business Strategy Comparison of Academic and Non-Academic. The research of the problems were; (1) How did the business success strategies Muslim community of academic and non-academic as Muslim merchants/trades Palangkaraya, (2) What was the ratio of the business strategy of the Muslim community of academic and non-academic in improving the economic Muslim merchants/trades in Palangkaraya.

The field research belonged to qualitative descriptive approach which the object of research was a business strategy that was used by the Muslim community of academic and non-academic in its implementation. While the subject of the study was the first owner of the business education background, and one that business owners did not have the educational background as the two sources to test the validity of the data. The methods of collecting the data by using observation, interviews, and documentation. While the validity of the data was also attested by the triangulation technique, then the data were analyzed through the method of data collection, data reduction, data display, and conclusions.

With a wide range of references theory used to support the research, the result was that the Business Strategy Muslim Society of Academic and Non-Academic in Palangkaraya (Case Study On Catering Hj. W And restaurant B) in accordance with the theory of the marketing mix when viewed from 4P theory, namely; product, price, place, and promotion. While comparisons between business strategy outline had three differences implied or based on a common analysis. There were some little things that still need to be adjusted in business strategy and implementation of the marketing mix, including an expanded distribution network.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Strategi bisnis; masyarakat akademik; masyarakat non akademik; bauran marketing; chatering
Subjects: 14 ECONOMICS > 1401 Economic Theory > 140104 Microeconomic Theory
14 ECONOMICS > 1402 Applied Economics > 140206 Experimental Economics
Divisions: Fakultas Ekonomi dan Bisnis Islam > Jurusan Ekonomi Islam > Program Studi Ekonomi Syariah
Depositing User: muchti muchti nurhidaya
Date Deposited: 07 Apr 2017 07:51
Last Modified: 07 Apr 2017 07:51
URI: http://digilib.iain-palangkaraya.ac.id/id/eprint/472

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