NABIL, MIRZA AINUN (2024) SHARIA MARKETING STRATEGY FOR BUSINESS DEVELOPMENT AT RUMAH WARNA USING SWOT ANALYSIS APPROACH. S1 Undergraduate thesis, UNIVERSITAS DARUSSALAM GONTOR.

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Abstract

This research is motivated by the increasingly fierce business competition in Indonesia, especially in the creative industry sector. Rumah Warna, as a manufacturer of women’s bags and accessories, needs to implement an effective marketing strategy to maintain and develop its business. This research aims to analyze the sharia marketing strategies implemented at Rumah Warna and identify suitable sharia marketing strategies with a SWOT analysis approach. The research method used is descriptive qualitative with data collection techniques through observation, interviews, and documentation. The results showed that Rumah Warna has implemented sharia business ethics in all its business activities, including transparency, justice, responsibility, freedom, and willingness. The research also found that the sharia marketing strategy at Rumah Warna can be linked to SWOT analysis, which results in several strategies, namely: SO strategy (strength-opportunity), S-T strategy (strength-threat), W-O strategy (weakness-opportunity), and W-T strategy (weakness-threat). This research provides suggestions for Rumah Warna to continue to maintain sharia business ethics, optimize cooperation with the community, strengthen digital marketing strategies, maintain product quality, develop human resources, offer competitive prices, revitalize the R&D team, tighten the Quality Control system, increase production capacity, expand product variants, strengthen cooperation, and recruit new employees. In this study, researchers suggest optimizing sharia marketing strategies by using indicators in SWOT analysis to maximize strengths and opportunities to minimize threats and weaknesses that exist in the company. to the facilities and infrastructure section to add production supporting facilities and equipment

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