Analysis Of Marketing Strategies In Increasing Consumer Buying Interest In An Islamic Economic Perspective On Avian Brands Paint Products During The Covid 19 Pandemic

Abstract

This thesis discusses marketing strategies in increasing consumer buying interest which is applied to paint products avian brands during the Covid 19 pandemic. This study aims to determine the marketing strategy in increasing consumer buying interest which is applied to avian brand paint products during the Covid pandemic. This study uses a qualitative methodology. With primary and secondary data sources as a reference in data collection at PT Avia Avain Brands Cirebon branch PT Tirtakencana Tatawarna Cirebon. The results of the study state that the marketing strategy in increasing consumer buying interest is conventional and digital marketing for the pandemic period so that consumers can choose PT Avia Avian Brand paint products online, the principle also applies an Islamic strategy. second, the application of Islamic business ethics; third, imitating the marketing practices of the Prophet Muhammad. The characteristics of Islamic marketing implemented by PT Avia Avian Brands are divinity (monotheism), moral, realistic, humanistic. Advantages and cheap price of paint products, discounted products that do not have many conditions, easy access to sending paint products, various paint products offered, national and local company regulations, even international, the climate of society changes. Based on the results of the study, it can be concluded that the marketing strategy during the pandemic is conventional and digital for the pandemic period so that consumers can choose the paint product they want online. And apply the principle of excess according to the perspective of Islamic economics.