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Karakteristik dan prinsip pemasaran syariah

Author

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  • Ismail, Muh. Zulfahmi

Abstract

Dalam Islam, pemasaran adalah disiplin bisnis strategi yang mengarahkan proses penciptaan, penawaran dan perubahan values dari satu inisiator kepada stakeholder-nya. Menurut prinsip syariah, kegiatan pemasaran harus dilandasi semangat beribadah kepada Tuhan Sang Maha Pencipta, berusaha semaksimal mungkin untuk kesejahteraan bersama, bukan untuk kepentingan golongan apalagi kepentingan sendiri.1 Manajemen pemasran syariah merupakan langkah awal untuk membangun loyalitas konsumen dengan mempertimbangkan kesesuaian produk, keuntungan finansial, dan nilai-nilai spiritual yang diyakini. Tiga konsep dasar dalam manajemen pemasaran syariah yaitu; strategi untuk mind-share, tactic untuk market share, dan value untuk heart.

Suggested Citation

  • Ismail, Muh. Zulfahmi, 2023. "Karakteristik dan prinsip pemasaran syariah," OSF Preprints yw5vt, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:yw5vt
    DOI: 10.31219/osf.io/yw5vt
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