STRATEGI PEMASARAN PEDAGANG DALAM MENARIK MINAT BELI KONSUMEN (Studi Kasus di Pasar Tompano Kecamatan Pasir Putih Kabupaten Muna)

Sulfianti, Sulfianti STRATEGI PEMASARAN PEDAGANG DALAM MENARIK MINAT BELI KONSUMEN (Studi Kasus di Pasar Tompano Kecamatan Pasir Putih Kabupaten Muna). Working Paper. IAIN Kendari. (In Press)

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Abstract

This study aims to determine the marketing strategies of traders in attracting consumer buying interest in the Tompano market, the marketing strategies of traders in attracting consumer buying interest in the Tompano market in an Islamic economic perspective and the marketing strategies applied by traders affecting the income of traders. The type of research used in this research is qualitative research using a descriptive analysis approach. In collecting the data this research used the method of observation, interviews and documentation. Then the data obtained were analyzed using qualitative methods, which are intended to describe situations or conditions that are factual. The results of this study indicate that traders in the Tompano market have implemented the 4P marketing mix, namely product, price, place, and promotion in attracting consumer buying interest. Traders in the Tompano market can easily choose the target market in offering products, which is based on four main indicators, namely the products being sold are quality products, the prices given are quite cheap in accordance with market prices and affordable for buyers, a strategic place, clean, convenience and promotion used using personal selling and direct marketing. The marketing strategy applied by the trade greatly influences the trader's income level. The average income level of traders in the Tompano market is Rp. 1,461,750 and all the data are R>C Ratio> 12 which means that the business carried out by traders in the Tompano market is profitable. The trader's strategy at the Tompano market viewed from an Islamic economic perspective is in accordance with Islamic law in terms of product, price, place and promotion. It is in accordance with the characteristics of sharia marketing, namely divinity, ethics, realistic and humanistic and does not carry out types of transactions that are not in accordance with Islamic law such as tadlis, gharar, usury and endeavors

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