The Analysis of Islamic Marketing Strategy on the Implementation of El Zatta Marketing Strategy of PT Zatta Mulya Industry Branch Bandung

Abstract

Product marketing always experiences challenges and dynamics. These challenges place during the Muslim fashion product marketing at PT Zatta Mulya Industry Branch Bandung. One factor in El Zatta marketing challenge is limited understanding of the members of the community about women's clothing fashion trends that Islam breath was especially welcome. The Phenomenon shows that the management of PT Zatta Mulya Industry is not maximized in the application of the moral values of Islam in its marketing activities. Whereas the values of real Islam marketing should be a reference in Muslim clothing product marketing activities in El Zatta as the product manufacturer. Based on the background of the problem, then there are formulation of problems and research objectives. (1) How is the provision of marketing strategy of fashion products Muslim according to Islamic teachings? (2) How is the implementation of product marketing strategy of El Zatta by management PT Zatta Mulya Industry Branch Bandung? (3) How is the Islamic marketing strategy compared to the implementation of product marketing strategy for El Zatta by PT Zatta Mulya Industry Branch Bandung? The method used in the preparation of this research is descriptive analytical method; the data used is primary and secondary data, and data collection techniques by means of surveys, interviews, and literature studies. The conclusion of this study is the provision Muslimah fashion product marketing strategy according to Islamic teachings is done based on justice, antarodhin / عن تراض and attaáwun / أتعاون, and is not concerned with the company only in the pursuit of profit, but the interests of consumers must also be considered. The marketing strategy by PT Zatta Mulya Industry is the marketing mix (marketing mix) which includes advertising, communication, and personal selling by not forgetting the values of Islam. Product marketing strategy by PT Zatta Mulya Industry has been in accordance with the marketing strategy according to Islamic teachings.