MARKETING MAXIM-BIKE DI KOTA KENDARI DALAM TINJAUAN MARKETING SYARIAH

Budi Usman T. NIM 18050101012,, B (2023) MARKETING MAXIM-BIKE DI KOTA KENDARI DALAM TINJAUAN MARKETING SYARIAH. Skripsi thesis, IAIN KENDARI.

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Abstract

ABSTRAK Budi Usman T. NIM 18050101012, Marketing Maxim-Bike Di Kota Kendari Dalam Tinjauan Marketing Syariah, Dibimbing oleh Alfian Toar SP,m MM, dan Sodiman M. Ag, Program Studi Ekonomi Syariah, 2022 Maxim merupakan layanan jasa yang bergerak pada transportasi online berbasis aplikasi yang telah berdiri pada tahun 2003 diRusia dan masuk di indonesia pada tahun 2014 kemudian masuk dikendari pada awal 2020.Adapun tujuan penelitian ini yakni untuk mengetahui bagaimana marketing maxim-bike dalam menarik minat konsumen dikota kendari, bagaimana strategi digital marketing maxim-bike dikota kendari, mengetahui bagaimana bauran pemasaran maxim cabang kendari, dan mengetahui bagaimana nilai-nilai pemasaran syariah pada maxim-bike kota kendari. Penelitian ini menggunakan jenis penelitian kualitatif deskriptif dengan menggunakan teknik pengumpulan data observasi, observasi partisipasi, wawancara dan dokumentasi.teknik analisis reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian dapat disimpulkan bahwa marketing maxim pada cabang kendari melakukan promosi dengan pendekatan soft selling,pendekatan soft selling menggunakan media social sebagai sarana promosi seperti Instagram dan Tiktok .Adapunstrategi markting mix 7p pada maxim kendari yakni, produk (Product), harga (Price), promosi (Promotion), tempat ( Place), orang (Peopple), proses (Process), dan bukti fisik (PhysicalEvidence). Adapun nilai-nilai pemasaran syariah pada penelitian marketing maxim-bike dalam menarik minat konsumen dikota kendari ialah nilai-nilai kebenaran (Shiddiq), terpercaya (Amanah), komunikasi (Tabligh), cerdas (Fathonah), dan berani (Syaja’ah). Kata kunci: Marketing, Strategi Digital Marketing, Marketing Syariah. ABSTRACT Budi Usman T. NIM 18050101012, Maxim-Bike Marketing In The City Of Kendari In Sharia Marketing Review, Supervised by Alfian Toar SP, m MM, and Sodiman M. Ag, Sharia Economics Study Program, 2022 Maxim is a service that is engaged in application-based online transportation that was established in 2003 in Russia and entered Indonesia in 2014 then entered Kendari in early 2020. The purpose of this research is to find out how maxim-bike marketing is in attracting consumer interest in the city of Kendari, how is the maxim-bike digital marketing strategy in the city of kendari, knowing how the maxim-bike marketing mix is in the Kendari branch, and knowing how the sharia marketing values are in the maxim-bike in the city of kendari. This research uses descriptive qualitative research using observation data collection techniques, participatory observation, interviews and documentation. data reduction analysis techniques, data presentation, and drawing conclusions. The results of the study can be concluded that marketing maxim at the Kendari branch carries out promotions with a soft selling approach, the soft selling approach uses social media as a means of promotion such as Instagram and Tiktok. As for the 7P Marketing mix Strategy in the kendari maxim, Namely, product (Product), price (Price), promotion (Promotion), place (Place), people (Peopple), process (Process), and physical evidence. (Physical Evidence). The sharia marketing values in maxim-bike marketing research in attracting consumers in the city of Kendari are the values of truth (Shiddiq), trustworthy (Amanah), communication (Tabligh), intelligent (Fathonah), and courageous (Syaja'ah). Keywords: Marketing, Digital Marketing Strategy, Sharia Marketing.

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