Strategi Marketing Mix pada Pengelolaan Usaha CV Rabbani Asysa dalam Tinjauan Etika Bisnis Islam

Abstract

This research was conducted with the aim of knowing the marketing mix strategy in business management at CV Rabbani Asysa Makassar Branc in a review of Islamic business ethics. This research is a field research (field research) using qualitative methods, and the approaches used are economics and sociology.The results of this study indicate that the marketing mix strategy in business management at CV Rabbani Asysa Makassar Branch used is product, cost-price, promotion, communication and if viewed with Islamic business ethics it is in accordance with the indicators of unity, balance, free will, responsibility, truth, honesty and virtue. Keywords: Marketing mix strategy, Islamic business ethics

Does The Sexual Violence The Fault Of Man Or The Fault Of Woman's Stupidity? When Religious Commodification and Offensive Marketing Go Hand in Hand

“…In 1995 CV Rabbani Asysa moved its office to Dipatiukur Street No. 44 Bandung and still occupies the office today, and in 2001 CV Rabbani Asysa was officially declared a legal entity based (Hasriani et al, 2022;Prihatiningsih, 2020) CV Rabbani Asysa through the Rabbani brand sells several products in the form of instant veils and other products, namely Muslim clothing including koko (a male Indonesia Muslim clothes), kemko or kemeja koko ( a koko shirt), tunics, kastun ( atunics shirt for women), and other equipment such as ciput (inner veils) and accessories for veils (Jannah, 2018;Prihatiningsih, 2020).…”

“…Rabbani's initial marketing strategy consisted only of word-of-mouth advertising and the distribution of pamphlets and brochures. Despite this, during the 1990s Rabbani still had a benefit as the first fashion figure to concentrate on Muslim veils and attire (Hasriani et al, 2022). Rabbani's brand is becoming increasingly well-known and recognizable in Indonesia over time.…”

“…As the pioneer of Muslim fashion in Indonesia, Rabbani enjoyed this phenomenon and continued growth of Muslim fashion in Indonesia. The success of Rabbani could be seen from its significant expansion, in which by 2019 Rabbani had 154 outlets spread across numerous cities in Indonesia (Hasriani et al, 2022;Prihatiningsih, 2020). The success of Rabbani and the widespread use of the veil and other Muslim clothing apparently had another consequence.…”

Maqashid Sharia Analysis of Islamic Business Offensive Marketing: A Case Study of Rabbani

“…CV Rabbani Asysa was founded by husband and wife Nia Kurnia and Amry Gunawan in 1994 in Bandung City (Hasriani et al, 2022;Prihatiningsih, 2020). In 1995 CV Rabbani Asysa moved its office to Jalan Dipatiukur No.…”

“…In 1995 CV Rabbani Asysa moved its office to Jalan Dipatiukur No. 44 Bandung City, and still occupies the office today (Hasriani et al, 2022;Prihatiningsih, 2020). Furthermore, in 2001 CV Rabbani Asysa was officially declared a legal entity based on evidence on a notary deed (Prihatiningsih, 2020).…”