The purpose of this research are to know the price strategies of competitive advantaes that is adopted at the Sekolah Alam Purwakarta and how Sekolah Alam Purwakarta presents products differentiation in provding education that is conceptualized according to student needs. The approach of this research uses a qualitative approach. Which is a descriptive study and tends to use analysis with an inductive approach. The competitive advantage strategies applied for educational institutions through the Sekolah Alam Purwakarta pricing strategy involves various parties from Yasasan, Schools, and Parents, and has a pricing policy that is in accordance with government policy, a pricing channel that involves committees as parents' representatives , a clear factor so that price changes can be accounted for, as well as obstacles that have a solution. The second adventage are presenting product differentiation in the form of typical programs. That are morning activity, outbond, home visit, bussines day, fun advanture (camping/ tracking), farming, cooking spesial events, experiments, aquaplays, educational visits, lunches, midday prayers, suttle using companion teacher, trash bank, interships, and backpackers.

Kehadiran Sekolah Tinggi Ilmu Ekonomi Syari’ah Darul Ulum Purwakarta sebagai salah satu Perguruan Tinggi Islam Swasta di Kabupaten Purwakarta yang wilayahnya kini tengah berkembang pesat, memberi angin segar baik bagi para pencari ilmunya yakni para pegawai/karyawan/freshgraduate MA/SMA/SMK, juga bagi STIE Syari’ah Darul Ulum Purwakarta sendiri. Penelitian ini menggunakan Metode Penelitian Kualitatif melalui pendekatan Studi Kasus pada STIE Syari’ah Darul Ulum Purwakarta di Kabupaten Purwakarta, Provinsi Jawa Barat. Brand Equity Sekolah Tinggi Ilmu Ekonomi Syari’ah Darul Ulum Purwakarta terletak pada 4 langkah dalam membangun merek sesuai dengan prinsip Keller ; 1) Identitas Merek(Who Are You), mahasiswa sebagai konsumen mengetahui brand STIE Syari’ah Darul Ulum Purwakarta melalui sosialisasi di sekolah sekolah, kantor – kantor, supermarket, rumah sakit, wilayah industri, selain itu melalui informasi WOM atau Word Of Mouth (dari mulut ke mulut) rekan kerja, pihak yayasan, para dosen, mahasiswa, tim manajemen dan berbagai media, baik media sosial seperti facebook, instagram, dan BBM, banyaknya media luar ruang seperti spanduk plus mini banner yang dipasang di perempatan jalan strategis maupun tempat umum, media cetak melalui penyebaran brosur yang dilengkapi dengan detail biaya kuliah keseluruhan, media massa yakni melalui spot iklan di radio yang tergabung dalam PRSSNI Jabar, maupun dari merchandise yang dipasang logo dan brand STIE Syari’ah Darul Ulum Purwakarta, 2) Makna Merek(What Are You?), brandSTIE Syari’ah DarulUlum Purwakarta merupakan pilihan di tengah persaingan maraknyaPerguruan Tinggi yang muncul di Purwakarta. Seiring dengan adanya SK Dirjen Pendis No 3389 Tahun 2013 yang mengharuskan Sekolah Tinggi Agama Islam memilih rumpun keilmuan yang lebih khusus disesuaikan dengan kondisi wilayah masing-masing. 3) Respon Merek? (What About You?), konsumen menyambut baik brand STIE Syari’ah Darul Ulum Purwakarta, terlebih setelah mendapatkan status Akreditasi B (Sangat Baik) dari Ban PT pada Program Studi Ekonomi Syari’ah, 4) Relasi Merek? (WhatAbout You and Me?), STIE Syari’ah Darul Ulum Purwakartasudah menjalin dengan banyak pihak yangbergerak dalam berbagai bidang baik dalam dan luar negeri.

Small businesses are in the informal sector among the lower layers of society in order to survive. Global economic conditions amid an increasingly competitive force people to think creatively. Create a wide variety of ideas results, fikir power, which is manifested in a real innovative. Emerging creative economy and bloom like mushrooms grown where - where in the form of a small business, is now becoming a phenomenon. The phenomenon that is present as a result of the effort to be able to defend themselves in a hostile economic conditions.This research was conducted through a qualitative method approach with a descriptive case study that describes the informal sector as a pillar of food security in supporting the social economy. Through informal businesses in this global competition, the fact that businesses in the community canteen trader is able to survive in the midst of heavy and hard to face the era of the Asean Economic Community (AEC) by the inclusion of a wide range of formal business sectors on a large scale. Many investors into Indonesia with the ease of getting the facility. In the end, small businesses in the informal sector with a wide range of creative product capable of competing creative ideas continue to be developed along with the ability and willingness to be applied in the work of innovative, to be able to continue to live better. This is the central pillar of food security which occur in supporting community economy competitive.

Abstrak Artikel ini membahas tentang alat transportasi saat ini bukan hanya sekedar untuk alat perpindahan atau mobilitas saja, namun untuk efisiensi waktu dan meminimalisir kemacetan. Memberikan pelayanan terbaik untuk konsumen menjadi tolak ukur keberhasilan sebuah perusahaan transportasi. Perusahaan yang berhasil memasarkan produk/jasanya kepada konsumen dengan pelayanan yang memuaskan mendapatkan brand yang baik dimata konsumen. Penelitian ini dilakukan bertujuan untuk mengetahui kualitas pelayanan yang para sopir Gojek dan untuk mengetahui kualitas pelayanan sopir dalam pandangan Perspektif Islam. Metode penelitian yang digunakan adalah metode pendekatan penelitian lapangan (field research) Sehingga penelitian ini juga bisa disebut penelitian kasus atau study kasus (case study) dengan pendekatan deskriptif kualitatif. Dari hasil penelitian tersebut dapat disimpulkan bahwa Gojek terdapat standar operasional prosedur dalam melayani konsumen baik itu terkait dengan penampilan sopir masih belum sesuai. Jika ditinjau dari cara bisnis menurut sifat Rosullulah yaitu terkait dengan sifat Shiddiq, Amanah, Thabligh, Fathanah masih belum sepenuhnya sesuai. Kata kunci : Gojek, Sopir, Pelayanan, Jasa, Konsumen   This article discusses the current means of transportation not just for moving equipment or mobility, but for time efficiency and to minimize congestion. Providing the best service for consumers is a measure of the success of a transportation company. Companies that successfully market their products / services to consumers with satisfying service get a good brand in the eyes of consumers. This study was conducted aiming to determine the quality of service offered by Gojek drivers and to determine the quality of driver services in the view of the Islamic Perspective. The research method used is the field research approach so that this research can also be called a case study or case study with a qualitative descriptive approach. From the results of these studies it can be concluded that Gojek has standard operational procedures in serving consumers both related to the appearance of the driver is still not appropriate. When viewed from the way of business according to the nature of Rosullulah which is related to the nature of Shiddiq, Amanah, Thabligh, Fathanah is still not entirely appropriate. Keywords : Gojek, Driver, Services, Services, Consumers