Firdauzi, Rizki Wahyu (2022) ANALYSIS OF ISLAMIC MARKETING STRATEGY ON INCREASING PRODUCT SALES AT LA-TANSA BOOKSTORE. S1 Undergraduate thesis, UNIVERSITAS DARUSSALAM GONTOR.

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Abstract

Latansa bookstore as the one of business units owned by Pondok Modern Darussalam Gontor always applies Islamic values in carrying out all its marketing activities. Marketing activities carried out are not solely intended to obtain profits alone. Moreover, La Tansa bookstore comes as a field of worship, education, and teaching for staff and employees in it. Islamic marketing characteristics such as Rabaniyyah, Akhlaqiyaah, Al-Waqi’iyyah, and Al-Insaniyyah are inseparable from every marketing activity carried out. Islamic marketing strategies that have been in accordance with the Qur’an and Sunnah with the slogan “You buy your charity” make La Tansa bookstore as the Islamic bookstore. This research is useful to add knowledge and insight to the field of marketing. This research used qualitative methods where the technique of data collection is done with interviews and documentation then produce data and analyzed using Miles and Huberman model analysis and SWOT analysis by determining internal factors and external factors that affect a company. The study found the Islamic marketing strategies run by companies in increasing product sales. The results of the SWOT analysis showed that the company’s current position was in quadrant I, which was progressive. The results were based on the average score on IFAS of 2.34 and EFAS of 1.22. So that the best alternative strategy to achieve the progress of La-Tansa bookstore is increasing product sales through strength opportunity (SO) strategy by maintaining the quality of the product, maintaining cooperation relationships (MOU) established, and improving the capabilities and quality of human resources.

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