STRATEGI PEMASARAN KERIPIK SAMBAL SPESIAL OLEH-OLEH KHAS SIBOLGA DALAM MENGHADAPI PERSAINGAN BISNISMENURUT PERSPEKTIF EKONOMI ISLAM

Abstract

The special chili chips business is one of the shops that sells typical souvenirs from Sibolga City, such as chili chips using anchovies, chips made from fish, to peanut anchovy sauce. At this time, many new competitors have emerged, thereby creating a threat to the special chili chips business. Therefore, the special chili chips business must have a strong strategy in dealing with competitors but must be in accordance with Islamic business ethics. The purpose of this research is to find out the strategies used by special chili chips, to know the strengths, weaknesses, opportunities and threats of the special chili chips business. The theories used in this study consist of. Definition of strategy, types of strategy, marketing, marketing mix (marketing mix), business competition, competition in business according to sharia, the concept of marketing in Islam, Islamic business ethics, the definition of ethics and business, the definition of ethics according to Islam, the function of Islamic business ethics , swot analysis, internal environment analysis, external environment analysis. This study uses a qualitative method. The subject of this research is the part related to the marketing of special chili chips by taking informants by purposive sampling. Source of data obtained from primary data and secondary data. Data collection techniques obtained from the results of interviews, observation, and documentation. The data validation technique in this study is triangulation. This study also uses a SWOT matrix analysis to determine the internal and external factors that exist in the special chili chips business. Based on the results of research conducted by researchers, the results obtained are that special chili chips entrepreneurs use the 4P strategy, namely, product, price, place, and promotion, and conduct market research, identify consumers, provide attractive offers and also create good relations with consumers. The S-O strategy, namely, increasing the amount of production, making more advertisements. The W-O strategy namely, increasing the number of employees, improving service to customers. The S-T strategy is to increase customer loyalty, maintain product quality and raw materials used. The W-T strategy, namely, setting a pricing strategy, making product promos and discounts.Keywords: SWOT Analysis, Strategy, Marketing, Competition.