Naura Hanna Nazhifa, . (2026) ANALISIS STRATEGI PENGEMBANGAN PEMASARAN PADA USAHA RATU ECENG MENURUT PERSPEKTIF ETIKA BISNIS ISLAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The trend toward environmentally friendly products continues to grow, creating market opportunities for handicrafts made from natural materials. However, the marketing efforts of Ratu Eceng Business, a producer of water hyacinth crafts, remain suboptimal particularly in the digital sphere, so these opportunities have not yet been fully realized. This study aims to comprehensively reveal effective marketing development strategies for Ratu Eceng Business that align with the principles of Islamic business ethics. The research method employed is a descriptive qualitative approach, with data collection techniques including observation, interviews, and documentation. Data analysis was conducted using the marketing mix framework and SWOT analysis to identify internal and external business factors. The findings indicate that Usaha Ratu Eceng applies all seven elements of the marketing mix comprehensively, with strengths in product innovation, value-based pricing, and integrated promotion. The SWOT analysis places the enterprise in Quadrant I, with an X-axis score of 1.24 and a Y-axis score of 0.55, thereby justifying the adoption of a growth (aggressive) strategy. From the perspective of Islamic business ethics, the marketing practices are consistent with the four attributes of the Prophet Muhammad (peace be upon him) and the five fundamental principles of Islamic business ethics, while remaining free from gharar, tadlis, and ihtikar. Thus, the marketing development strategy of Usaha Ratu Eceng not only effectively enhances competitiveness but is also grounded in Sharia values that lead to business prosperity.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210116053] [Pembimbing: Tati Handayani] [Penguji 1: Prima Dwi Priyatno] [Ketua Penguji: Muhammad Anwar Fathoni] |
| Uncontrolled Keywords: | Marketing Development Strategy, Swot, Marketing Mix, Islamic Business Ethics |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | NAURA HANNA NAZHIFA |
| Date Deposited: | 07 Sep 2026 07:17 |
| Last Modified: | 07 Sep 2026 07:17 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51684 |
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