Implementasi Strategi Marketing Syari’ah Di Toko Sembako Fatahillah Kota Cirebon Dalam Mencapai Kepuasan Pelanggan
Abstract
Jurnal ini mengulas tentang implementasi marketing syari’ah yang diterapkan oleh toko sembako Fatahillah Kota Cirebon dalam mencapai kepuasan pelanggan. Penelitian ini bertujuan untuk menggambarkan perencanaan, pelaksanaan, dan evaluasi dari strategi marketing yang dijalankan oleh toko sembako Fatahillah dalam upaya mencapai kepuasan para pelanggannya. Jenis penelitian ini adalah penelitian kualitatif dengan paradigm naturalistis. Adapun instrument penelitiannya adalah observasi, pedoman wawancara, dan peneliti sebagai instrument kunci. Sumber data penelitian ini adalah hasil wawancara dari pimpinan perusahaan, wakil pimpinan perusahaan, maupun karyawan dari Toko Sembako Fatahillah. Adapun hasilnya adalah proses pelaksanaannya dengan menerapkan SOP yaitu senyum, sapa, dan tawarkan dalam proses melayani pelanggan dampak dari strategi ini adalah meningkatkan kualitas pelayanan yang lebih menyenangkan, memotifasi, inspiratif, dan bermakna. Selain itu, pelanggan menjadi terkesan dan tidak bosan untuk kembali berbelanja di toko sembako Fatahillah
ABSTRACT
This journal reviews the implementation of shari'ah marketing implemented by the Fatahillah basic food store in Cirebon City in achieving customer satisfaction. This study aims to describe the planning, implementation, and evaluation of the marketing strategy implemented by the Fatahillah grocery store in an effort to achieve customer satisfaction.This type of research is qualitative research with a naturalistic paradigm. The research instruments are observation, interview guides, and researchers as key instruments. The data source for this research is the results of interviews with company leaders, deputy company leaders, and employees of the Fatahillah Grocery Store. As for the result is The implementation process by implementing SOP , namely smile, greet, and offer in the process of serving customers the impact of this strategy is to improve the quality of service that is more fun, motivating, inspiring, and meaningful. In addition, customers are impressed and not bored to return to shopping at the Fatahillah grocery store
Keywords: marketing syari'ah, service quality, customer satisfaction
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