Yusof, Hibatunnuha Binti Mohd (2023) “ANALYSIS OF IMPLEMENTATION MARKETING MIX IN ISLAMIC PERSPECTIVE: CASE STUDY (BROTHERHOOD & CO WESTERN RESTAURANT)”. S1 Undergraduate thesis, UNIVERSITAS DARUSSALAM GONTOR.

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Abstract

Restaurant “Brotherhood & Co Western” is one of the culinary food companies in Shah Alam. As usual, a company has a perception of the steps of all components of the company in implementing the main strategy as well as the operational strategy, goals and various targets that have been set to achieve. This study aims to determine the Islamic marketing strategy here which consists of several characteristics. To recognize market characteristics and market structure is very beneficial for companies to be able to remain competitive and survive. Weaknesses and advantages of the company should be analyzed so that it becomes a strong starting point for the company in making effective and efficient decisions and to strengthen its position from existing competitors. In its financial reports, the Brotherhood Restaurant has experienced an increase in sales decline. Furthermore, research analyzed using qualitative data analysis methods. By interviewing informants at the Brotherhood Restaurant. Field research procedures that produce descriptive data, in the form of written or oral data from the observed people or behavior. Therefore, in this study, every symptom related to Islamic marketing at the Brotherhood Restaurant will be studied thoroughly and in depth and efforts will be made to give a deep meaning to the phenomena found. From the results of the study it can be viewed from the perspective of Islamic marketing strategy, Brotherhood Restaurant in addition to applying conventional marketing strategy concepts and theories, also applies Islamic marketing strategies which consist of the first three main points, Kafa’ah (expert/ masters the field of work performed); second, Himmatul ‘amal (having a high work ethic or good work quality); third, ‘Adl (having high responsibility or not betraying trust). Based on 4p Mix marketing based on Islamic perspective.

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