Fish Marketing Strategy in Attracting Consumers from a Sharia Economic Law Perspective

Eva Sri Meilani Ardinata 1 Indonesia , Hasriadi Hasriadi 1 Indonesia
1 Institut Agama Islam As'adiyah Sengkang
Link Copied!
Published 2023-12-27
Vol. 3 No. 1 (2023) PAGES 49-63
DOI 10.51574/ijrer.v3i1.1163
Views / Downloads 718 3002

This research is about fish marketing strategies for attracting consumers from a sharia economic law perspective in Sengkang Mini Market, Wajo District. This research is motivated by the strategies of fish sellers who use various methods to gain profits; some of these strategies are not in accordance with sharia economic principles. The objectives of this research are: 1) To determine the market conditions faced by fish sellers at the Sengkang Mini Market. 2) To find out the marketing strategies used by sellers at Sengkang Mini Market. 3) To find out an overview of sharia economic law regarding the marketing strategies carried out by fish sellers at the Sengkang Mini Market. In this research, researchers used qualitative research with normative, sociological, and psychological approaches. Data collection techniques were carried out by means of observation, interviews, and documentation. Data analysis techniques are carried out in three stages: data reduction, data presentation, verification, and conclusions. The results of the research show that the market conditions faced by fish sellers at the Mini Sengkang market experienced a decline in income after the market renovation last year, and fish sellers often did not make a profit in a day. The marketing strategy used by fish sellers at the Sengkang Mini Market to gain profits is by using a marketing mix, namely: product, price, location, and promotion. From the review of sharia economic law, the marketing strategies carried out by fish sellers at the Sengkang Mini Market are partly in accordance with sharia economic principles.

Ardinata, E. S. M., & Hasriadi, H. (2023). Fish Marketing Strategy in Attracting Consumers from a Sharia Economic Law Perspective. ETDC: Indonesian Journal of Research and Educational Review , 3(1), 49–63. https://doi.org/10.51574/ijrer.v3i1.1163
More Citation Formats
Download Citation

Downloads

Download data is not yet available.
  1. Abdullah, J. B. (2018). Islamic marketing mix: is there a role for Islamic-based strategies?. International Journal of Islamic Marketing and Branding, 3(1), 15-34. DOI: https://doi.org/10.1504/IJIMB.2018.10012709
  2. Ahmed, S., & Rahman, M. H. (2015). The effects of marketing mix on consumer satisfaction: a literature review from Islamic perspectives. Turkish Journal of Islamic Economics, 2(1), 17-30. DOI: https://doi.org/10.15238/tujise.2015.2.1.17-30
  3. Alam, M. M., Akbar, C. S., Shahriar, S. M., & Elahi, M. M. (2017). The Islamic Shariah principles for investment in stock market. Qualitative Research in Financial Markets, 9(2), 132-146. DOI: https://doi.org/10.1108/QRFM-09-2016-0029
  4. Al Hadi, M. Q. (2022). Fiqh Mu’āmalah in Theory and Practice: An Overview of Islamic Economics. Al Hurriyah: Jurnal Hukum Islam, 6(2), 102-117. DOI: https://doi.org/10.30983/alhurriyah.v6i2.5010
  5. Aman, A. (2020). Islamic marketing ethics for Islamic financial institutions. International Journal of Ethics and Systems, 36(1), 1-11. DOI: https://doi.org/10.1108/IJOES-12-2018-0182
  6. Anastasia, M., & Oktafia, R. (2021). Strategi Pemasaran Syariah Dalam Meningkatkan Daya Saing Umkm Kerupuk Desa Tlasih Tulangan Sidoarjo. Jurnal Tabarru': Islamic Banking and Finance, 4(2), 431-444. DOI: https://doi.org/10.25299/jtb.2021.vol4(2).7773
  7. Asdi, A., & Putra, A. H. P. K. (2020). The effect of marketing mix (4P) on buying decision: Empirical study on brand of Samsung smartphone product. Point Of View Research Management, 1(4), 121-130.
  8. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
  9. Deller, S. C., Lamie, D., & Stickel, M. (2020). Local foods systems and community economic development. Local Food Systems and Community Economic Development, 4-30. DOI: https://doi.org/10.4324/9781003016151-2
  10. Ennew, C. (2010). Developing marketing strategy. In Marketing Financial Services (pp. 60-85). Routledge. DOI: https://doi.org/10.1016/B978-0-7506-2247-9.50006-5
  11. El Maza, R., Yunarti, Y., Nazeri, N., & Hidayat, R. (2022). Sharia Economic Law Regulation on The Development of Sharia Financial Institutions in Indonesia. Journal of Social Work and Science Education, 3(2), 154-167. DOI: https://doi.org/10.52690/jswse.v3i2.290
  12. Fadilah, N. (2020). Pengertian, Konsep, dan Strategi Pemasaran Syari’ah. Salimiya: Jurnal Studi Ilmu Keagamaan Islam, 1(2), 194-211.
  13. Gatto, A. (2020). A pluralistic approach to economic and business sustainability: A critical meta‐synthesis of foundations, metrics, and evidence of human and local development. Corporate Social Responsibility and Environmental Management, 27(4), 1525-1539. DOI: https://doi.org/10.1002/csr.1912
  14. Ghani, N. A. R. N. A., Laluddin, H., & Nor, A. H. M. (2011). Maslahah as a source of islamic transactions (Mu'amalat)/Maslahah Sebagai Sumber Transaksi Islam (Mu'amalat). Islamiyyat, 33, 59.
  15. Gómez-Baggethun, E., & De Groot, R. (2010). Natural capital and ecosystem services: the ecological foundation of human society. Ecosystem services, 30, 105-121. DOI: https://doi.org/10.1039/9781849731058-00105
  16. Irianto, B. (2012). Traditional versus modern markets in Indonesia: A case study for horticultural produce marketing in Kota Batu Traditional Market, East Java Province. In IV International Symposium on Improving the Performance of Supply Chains in the Transitional Economies 1006 (pp. 165-170). DOI: https://doi.org/10.17660/ActaHortic.2013.1006.19
  17. Kamali, M. H. (2013). The Parameters of Halal and Haram in Shari'ah and the Halal industry (Vol. 23). International Institute of Islamic Thought (IIIT).
  18. Khairi, M., & Rahman, A. (2022). Conventional Traders' Survival Strategies in the Middle of Online Shop Development (Case Study of Clothing Selling). Journal of Social Science Studies (JOS3), 2(2), 31-34. DOI: https://doi.org/10.56348/jos3.v2i2.23
  19. Korsunova, A., Horn, S., & Vainio, A. (2021). Understanding circular economy in everyday life: Perceptions of young adults in the Finnish context. Sustainable Production and Consumption, 26, 759-769. DOI: https://doi.org/10.1016/j.spc.2020.12.038
  20. Lefebvre, H. (2017). Everyday life in the modern world. Routledge. DOI: https://doi.org/10.4324/9781351318280
  21. Lindgreen, A., & Wynstra, F. (2005). Value in business markets: What do we know? Where are we going?. Industrial marketing management, 34(7), 732-748. DOI: https://doi.org/10.1016/j.indmarman.2005.01.001
  22. Luvian, V., Puspitasari, N., & Mahardiyanto, A. (2023). Phenomenological Study of the Application of Islamic Business Ethics in Fashion Sale and Purchase Trasactions. Journal of Management Research and Studies, 1(2), 126-143. DOI: https://doi.org/10.61665/jmrs.v1i2.33
  23. Mamun, M. A. A., Strong, C. A., & Azad, M. A. K. (2021). Islamic marketing: A literature review and research agenda. International Journal of Consumer Studies, 45(5), 964-984. DOI: https://doi.org/10.1111/ijcs.12625
  24. Mirakhor, A., Iqbal, Z., & Sadr, S. K. (2020). Handbook of ethics of Islamic economics and finance (Vol. 5). Walter de Gruyter GmbH & Co KG. DOI: https://doi.org/10.1515/9783110593419
  25. Mukharom, M., Heryanti, B. R., Astanti, D. I., & Aravik, H. (2020). Sharia economic legal contribution of economic development in Indonesia. Journal of Islamic Economics Perspectives, 1(2), 43-50. DOI: https://doi.org/10.35719/jiep.v1i2.21
  26. Paujiah, R., Kosim, A. M., & Gustiawati, S. (2020). Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian. Al Maal: Journal of Islamic Economics and Banking, 1(2), 144-163. DOI: https://doi.org/10.31000/almaal.v1i2.1847
  27. Prasetiyo, B. W., & Pertiwi, I. F. P. (2021). The influence of product innovation, marketing strategy, and entrepreneurship orientation on sharia hotel marketing performance in the Covid-19 pandemic period with competitive advantage as an intervening variable. Journal of Business and Management Review, 2(9), 605-619. DOI: https://doi.org/10.47153/jbmr29.2122021
  28. Phelan, A., Ruhanen, L., & Mair, J. (2020). Ecosystem services approach for community-based ecotourism: towards an equitable and sustainable blue economy. Journal of Sustainable Tourism, 28(10), 1665-1685. DOI: https://doi.org/10.1080/09669582.2020.1747475
  29. Purwanto, M. R., Supriadi, S., Sularno, S., & Rokhimah, F. (2022). The implementation of Maqasid Al-Sharia values in economic transactions of the Java community. KnE Social Sciences, 120-129. DOI: https://doi.org/10.18502/kss.v7i10.11351
  30. Uyuni, B. (2021). The Rasulullah's Way of Business: as the Best Example for Student. Jurnal Bina Ummat: Membina Dan Membentengi Ummat, 4(1), 121-137. DOI: https://doi.org/10.38214/jurnalbinaummatstidnatsir.v4i1.102
  31. Shah, S. A., Bhutto, M. H., & Azhar, S. M. (2022). Integrative review of Islamic marketing. Journal of Islamic Marketing, 13(6), 1264-1287. DOI: https://doi.org/10.1108/JIMA-07-2020-0216
  32. Singh, M. (2012). Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business and Management, 3(6), 40-45. DOI: https://doi.org/10.9790/487X-0364045
  33. Smith, P. R., & Taylor, J. (2004). Marketing communications: an integrated approach. Kogan Page Publishers.
  34. Strauss, R. (2010). Marketing planning by design: Systematic planning for successful marketing strategy. John Wiley & Sons.
  35. Sylvana, A., Awaluddin, M., & Mutahajjid, A. (2020). Marketing strategy model based on the benefit of sharia property developers in Indonesia. PalArch's Journal of Archaeology of Egypt/Egyptology, 17(7), 8123-8135. DOI: https://doi.org/10.24252/minds.v7i2.16538
  36. Toledo-López, A., Díaz-Pichardo, R., Jiménez-Castañeda, J. C., & Sánchez-Medina, P. S. (2012). Defining success in subsistence businesses. Journal of Business Research, 65(12), 1658-1664. DOI: https://doi.org/10.1016/j.jbusres.2012.02.006
  37. Yuniarti, D., Subiyakto, B., & Putra, M. A. H. (2020). Economic Activities in kuin floating market as a Learning Resource on Social Studies. The Kalimantan Social Studies Journal, 1(2), 130-140. DOI: https://doi.org/10.20527/kss.v1i2.2028

Copyright (c) 2024 ETDC: Indonesian Journal of Research and Educational Review

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Similar Articles

<< < 1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.

Dimension Badge

Downloads

Downloads
Crossmark Badge
Crossmark Badge
Section
Articles
Keywords
Marketing Strategy Fish Seller Principles of Sharia Economic Law