STRATEGI CORPORATE IMAGE DALAM PEMASARAN UPAYAMENCIPTAKAN KEUNGGULAN BERSAING BERDASARKAN PERSPEKTIF EKONOMI SYARIAH (Studi Kasus UD. Roti Irvan Bakery Kec.wua-wua, Kota Kendari, Sulawesi Tenggara)

Sitti, Salma STRATEGI CORPORATE IMAGE DALAM PEMASARAN UPAYAMENCIPTAKAN KEUNGGULAN BERSAING BERDASARKAN PERSPEKTIF EKONOMI SYARIAH (Studi Kasus UD. Roti Irvan Bakery Kec.wua-wua, Kota Kendari, Sulawesi Tenggara). Working Paper. IAIN Kendari. (In Press)

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Abstract

This study aims to determine marketing with the implementation of corporate image strategies at the Irvan Bakery factory. The problem in this study is limited to how to apply the Corporate Image Strategy in marketing as an effort to create competitive advantage at Irvan Bakery as well as the Supporting and Inhibiting Factors in implementing the Corporate Image strategy based on Sharia Economics at UD Irvan Bakery Kec.Wua-wua, Kendari City. This type of research uses qualitative research Data collection techniques used are observation, in-depth interviews, and documentation. The data analysis technique uses source triangulation and Member Check techniques. The results of this study indicate that based on the results of research on the implementation of the Corporate Image strategy in creating competitive advantage at the Irvan Bakery Bakery, it applies parameters such as Bread Flavor Innovation, namely creating more interesting flavors to overcome boredom with the same flavors, this innovation cannot be separated. from flavors that have been made for years To build the company's image it is necessary to build good relationships with stakeholders, and good service can improve the company's image in the general public regarding supporting and inhibiting factors in the company's image strategy in creating competitive advantage, Irvan Bakery in To avoid threats, you must always promote competent natural resources and human resources.

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