STRATEGI BAURAN PEMASARAN IKAN KOI DALAM PERSPEKTIF ISLAM (Studi Kasus di Komunitas Sugois Koi Kecamatan Cisaat Kabupaten Sukabumi)

Nurdiyanti, Santi (2020) STRATEGI BAURAN PEMASARAN IKAN KOI DALAM PERSPEKTIF ISLAM (Studi Kasus di Komunitas Sugois Koi Kecamatan Cisaat Kabupaten Sukabumi). Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

Santi Nurdiyanti. 2020. The Mix Marketing Strategies of Koi Fish Marketing in the Perspective of Islam (Case Study at Sugois Koi Community in Cisaat District, Sukabumi Regency). Advised by Amalia Nur Milla and Neneng Kartika Rini. The research was aimed at finding out the strategies of mix marketing of Koi fish marketing at Sugois Koi Community in Cisaat District, Sukabumi regency observed from Islamic perspective. The mix marketing strategies applied were based on 4P. The method applied in the research was qualitative descriptive method. Respondents were amounted to 17 persons. Research area and respondents were decided by using purposive sampling method. The analysis design applied was descriptive analysis. Based on the results of the research conducted, the mix marketing strategies of Koi fish marketing at Sugois Koi community is studied accorded to business ethics of the Compilation of Tarjih of Muhammadiyah (2018) stating that the products being distributed to markets are baby koi and adult koi with various quality and in line with the Islamic muammalah fiqh, namely halal in terms of products and methods. The price applied are based on quality and size; the price of baby koi is around thousands to hundred thousands, while the price of adult koi is around hundred thousand to millions rupiahs. Thus, the price is determined by attarodi principle, “being consensual”. The location for cultivation uses a soiled pond and a walled pond, as well as a rental system with Ijoroh and Amanah fiqh system. Most promotional activities are carried out through online media and are based on honesty, especially fish with conditions that have undergone cutting method. The insights and the capabilities of the manpower are obtained from family and surrounding environment, most of the manpower at Sugoi Koi community are in line with the Islamic muammalah fiqh, although a small number of members have not implemented Islamic trading due to the lack of basic religious knowledge.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Mix Marketing, Koi Fish, Islamic Perspective
Subjects: S Agriculture > S Agriculture (General)
Divisions: Fakultas Pertanian > Program Studi Agribisnis
Depositing User: Perpus ID UMMI
Date Deposited: 16 Feb 2021 03:30
Last Modified: 16 Feb 2021 03:30
URI: http://eprints.ummi.ac.id/id/eprint/1592

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