Jurnal Bisnis Dan Kajian Strategi Manajemen最新文献

{"title":"Strategi Pengambilan Keputusan Komunikasi Pemasaran Eternal.Lab Dalam Meningkatkan Jumlah Konsumen","authors":"A. Redaputri, Niki Agus Santoso","doi":"10.35308/JBKAN.V5I2.4286","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I2.4286","url":null,"abstract":"ABSTRAK Penelitian ini dilakukan dari ketertarikan peneliti terhadap dunia usaha kecil dibidang fashion seperti seperti tas, sepatu maupun topi. Tujuan dari riset ini sendiri ialah untuk mengetahui keputusan alternatif strategi komunikasi pemasaran yang tepat untuk diterapkan oleh jasa cuci sepatu, tas dan topi pada Eternal.Lab dalam meningkatkan jumlah konsumen. Untuk proses pengumpulan data, peneliti menggunakan teknik pengumpulan data berupa studi literatur, observasi, wawancara, kuesioner dan dokumentasi. Metode analisis yang digunakan dalam riset ini ialah metode Soft System Methodology (SSM) dengan alat analisis yaitu Analytical Hierarchy Process (AHP). Hasil dari riset ini menunjukkan bahwa terdapat lima tingkatan hirarki diantaranya terdapat enam sub-kriteria dan delapan belas sub-sub kriteria didalam kriteria offline dan online. Sedangkan, hasil pengambilan keputusan dengan AHP menunjukkan alternatif prioritas pertama adalah instagram, kemudian yang kedua facebook, selanjutnya yang ketiga ada whatsapp, kemudian yang keempat ada word of mouth, kemudian yang kelima ada  public relations dan yang keenam ada personal selling.","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"55 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127296059","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PERUMUSAN STRATEGI DESA WISATA GROGOL DI MASA PANDEMI (Studi Kasus di Desa Wisata Grogol Kecamatan Seyegan Kabupaten Sleman)","authors":"Dwi Cahyani","doi":"10.35308/JBKAN.V5I2.4054","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I2.4054","url":null,"abstract":"The tourist village is a form of integration between attractions, accommodations, and supporting facilities that are presented in a structure of community life that is integrated with applicable procedures and traditions. Strategy is a tool to achieve long-term goals. External changes due to the COVID-19 pandemic have forced tourist villages to formulate new strategies. The purpose of this study is to identify opportunities and threats to the external environment as well as the strengths and weaknesses of the internal environment of the Grogol Tourism Village, to identify alternative strategies that can be implemented according to the SWOT and IE matrix, to analyze the current decisions taken by the Grogol Tourism Village based on the QSPM matrix. The type of research used is a case study. The type of research data is primary data. The methods of collecting data are observation and interviews. The data analysis technique is the IFE, EFE, SWOT, IE and QSPM matrices. The total EFE is 3.12 and the total IFE is 3.41. The results of the QSPM have 4 alternative strategies, namely providing more choices of tour packages, developing creative industries with the community, cooperating with the millennial generation, and increasing tourist attraction as a competitive advantage.","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127855239","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"STRATEGI PENINGKATAN LITERASI DAN INKLUSI KEUANGAN BAGI MASYARAKAT AGRARIS DI KAWASAN PEDESAAN","authors":"M. Si, Yusnaidi Yusnaidi, Amsal Irmalis","doi":"10.35308/JBKAN.V5I2.4367","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I2.4367","url":null,"abstract":"The government’s objective to increase financial literacy and inclusion should be supported by the stakeholders. The increasing of financial inclusion and literacy play important role to generate community livelihood. Currently, the level of financial inclusion and literacy in Indonesia are diverse. It depends on many factors such as where they are living, in urban area or country site. In urban areas, the financial literacy index reaches 41.41 percent and the level of financial inclusion reaches 83.60 percent. On the other hand, in rural areas the financial literacy index only 34.53 percent and the level of financial inclusion only reaches 68.49 percent. These statistics information show the lack of financial inclusion and literacy among rural community who most of them work as farmers and fishermans. Therefore this research is conducted through desk research methods to examine factors which cause the lack of financial inclusion and literacy within agrarian society. The research offers the strategic plan to improve  financial inclusion and literacy index within three years period, which are devided into three phases. The first one is called as the phase of educating coomunity, the second phase is the penetration of financial institution and the last phase is expanding the access of financial services to the agrarian society. This road map is one of the alternative strategy that could be adopt to improve the financial inclusion and literacy and to support government development program. Keywords: Financial Literacy, Financial Inclusion, Agrarian Society.","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"36 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115517171","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING PADA USAHA PRODUK TAS LIMBAH MASKER (TALIMA)","authors":"Kokoh Tangga, Rahmat Dilta Harahap, Bunga Wirda, Desi Maulida, S. Safrida","doi":"10.35308/JBKAN.V5I2.4064","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I2.4064","url":null,"abstract":"The significant increase in business units has resulted in every business actor competing to attract the interest of potential consumers and maintain confidence in the goods offered. One of the efforts in realizing this is by implementing various marketing management strategies so that the target market is able to answer the objectives of the marketing. This research has the aim of getting an overview of the marketing strategy to increase competitiveness and to find out how effective the marketing strategy has been by the TALIMA Product business. This study uses a descriptive research method with a qualitative approach. The location of the research was carried out at the TALIMA Sales Outlet at BUMG Gampoeng Pasie Pinang, Mereubo District, West Aceh Regency in July- August 2021. Data collection techniques were through documentation, interviews and observations. The data analysis technique used content analysis (documentation research) and descriptive analysis. The results of the analysis of the effectiveness of marketing strategies show that there is an increase in sales from the previous month and can be used as a reference in developing more complex marketing strategies.Keywords: Marketing Strategy, Competitiveness, TALIMA","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129591913","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"FAKTOR PENGHAMBAT PEMBELIAN BARANG SECARA ONLINE PADA KONSUMEN MUSLIM: STUDY PADA MAHASISWA UNIVERSITAS DI MEULABOH","authors":"A. Anas, Mira Maulani Utami","doi":"10.35308/JBKAN.V5I2.4277","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I2.4277","url":null,"abstract":"ABSTRACT The success of online shopping transaction could be achieved through anticipating the obstacles in buying and selling the product online by e-commerce company. This study is a trial to explore some restrictions in online shopping process from Muslim students’ perspective in Indonesia. Qualitative data were collected using two focus group discussion with a total of 20 participants. There are two important aspects identified which may limit Muslim consumers to purchase using online shopping. The two aspects are identified as security and product category. Some suggestions are also presented in order to eliminate the barriers of online shopping. This study could be used as a base for tailoring a better e-commerce experience among Muslim consumers in Indonesia. Keywords : restriction, online shopping, Muslim consumer ABSTRAK Kesuksesan dari melakukan belanja secara online dapat dilihat dari sejauhmana perusahaan e-commerce mampu mengantisipasi hambatan bagi para konsumen dalam membeli dan menjual produk secara online. Studi ini mencoba untuk mengekpolarasi hambatan-hambatan yang ada dalam berbelanja online dari sisi konsumen mahasiswa Muslim di Indonesia. Data dikumpulkan secara kualitatif menggunakan dua focus group discussion dengan jumlah partisipans sebanyak 20 orang. Ada dua aspek penting yang dapat di identifikasi yang dapat membatasi konsumen dalam menggunakan belanja online, yaitu aspek keamanan dan kategori produk. Sejumlah saran juga diberikan dalam penelitian ini untuk meminimalisir hambatan dalam melakukan belanja secara online. Penelitian ini dapat digunakan sebagai dasar untuk membantu memperbaiki pengalaman dalam berbelanja online bagi para konsumen Muslim di Indonesia. Kata Kunci : hambatan, belanja online, konsumen Muslim","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"77 9-10","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120895112","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA RESTORAN MASAKAN JEPANG EN DINING","authors":"Dedek Kumara, Agung Tri Putranto, Siti Syahria","doi":"10.35308/JBKAN.V5I1.3410","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I1.3410","url":null,"abstract":"Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan kualitas pelayanan baik secara parsial maupun simultan terhadap kepuasan konsumen. Variabel penelitian dibatasi pada promosi dan kualitas pelayanan sebagai independent variable dan kepuasan konsumen sebagai dependend variable. Pendekatan yang digunakan adalah pendekatan kuantitatif. Pengujian data penelitian menggunakan regresi linier berganda, koefisien korelasi, dan koefisien determinasi. Hasil penelitian menunjukkan Promosi dan Kualitas Pelayanan secara parsial berpengaruh positif serta signifikan terhadap Kepuasan Konsumen. Secara simultan, Promosi dan Kualitas Pelayanan juga memiliki pengaruh positif terhadap kepuasan konsumen. Kata Kunci: Promosi, kualitas pelayanan, kepuasan konsumen Abstract This study aims to determine the effect of promotion and service quality either partially or simultaneously on customer satisfaction. The research variable is limited to promotion and service quality as the independent variable and customer satisfaction as the dependent variable. The approach used is a quantitative approach. Testing research data using multiple linear regression, correlation coefficient, and coefficient of determination. The results showed that promotion and service quality partially have a positive and significant effect on customer satisfaction. Simultaneously, Promotion and Service Quality also have a positive influence on customer satisfaction. Keywords: Promotion, service quality, customer satisfaction","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122793504","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"PENERAPAN PEMASARAN RELASIONAL DALAM PEMBELIAN SECARA ONLINE TERHADAP KEPUASAN PELANGGAN PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS MEDAN AREA","authors":"Wan Rizca Amelia, Damrus Damrus","doi":"10.35308/JBKAN.V5I1.3467","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I1.3467","url":null,"abstract":"Perusahaan yang mengikuti perkembangan teknologi informasi melakukan promosi produk dan jasa ya g di hasilkan menggunakan media internet melalui situs toko online. Situs Toko online yang merebak  saat ini memberikan kemudahan bagi konsumen untuk berbelanja kebutuhannya sehingga tidak perlu datang secara langsung. Sama halnya seperti Mahasiswa Manajemen  Universitas Medan  Area  dalam memenuhi kebutuhan dan keinginnanya, mereka menggunakan situs  toko online untuk berbelanja seperti buku, pakaian, dan produk lainnya. Riset ini bertujuan 1) mengenali hubungan variabel X terhadap variabel Y. Tipe riset ini merupakan deskriptif dengan pendekatan kuantitatif Populasinya merupakan mahasiswa Manajemen Universitas Medan Area yang sudah melaksanakan pembelian secara online. Responden dalam penelitian ini berjumlah 93 orang. Metode pengambilan sampel yang digunakan merupakan accidental sampling. Tata cara pengumpulan informasi dicoba dengan wawancara, serta catatan persoalan. Tata cara analisis informasi dicoba dengan analisis regresi linier berganda. Hasil riset menampilkan bahwa Komitmen, empati, timbal balik serta keyakinan secara serempak bermakna positif serta relevan terhadap kepuasan pelanggan dalam pembelian secara online yang di tunjukkan dengan hasil uji F hitung > F tabel  sebesar 23.318 > 2,47, siginifikan sebesar 0,000 < 0,05. Hasil pengujian secara parsial  (uji t)  menunjukkan bahwa berpengaruh positif dan signifikan untuk masing- masing variabel independen terhadap variabel dependen dengan hasil T hitung > T tabel. Variabel komitmen  -2,379 > -1,986, variabel empati 3,514 > 1,986, Variabel Umpan Balik  2,522 > 1,986,  variabel kepercayaan 4,772 > 1,986, Dan dengan nilai R Square sebesar 0,515.  Kata kunci : Pemasaran Relasional, Komitmen, Empati, Timbal Balik, Kepercayaan, Kepuasan Pelanggan","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121214592","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"STRATEGI BISNIS “CEJEDW FROZEN FOOD” PADA MASA PANDEMI COVID-19","authors":"Eva Dwi Astutik","doi":"10.35308/JBKAN.V5I1.3047","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I1.3047","url":null,"abstract":"ABSTRAK P enelitian ini  bertujuan untuk menganalisis strategi bisnis dari CeJeDW Frozen F ood pada masa pandemi covid-19 melalui pendekatan analisis SWOT (Strength, Weakness, Opportunity, Treath). Penelitian ini menggunakan metode de s kriptif kualitatif dan wawancara, mengumpulkan informasi terkini, mengidentifikasi masalah sosial khususnya terkait ekonomi dan covid-19, serta mengidentifikasi pelaku usaha karena adanya pandemi covid-19. P enentuan strategi yang digunakan pada penelitian ini yaitu menggunakan tiga tahap analisis formulasi strategi yang akhirnya menghasilkan alternatif strategi prioritas. Hasil penelitian ini menunjukkan bahwa strategi yang digunakan CeJeDW Frozen F ood yaitu mencantumkan nomor izin edar, berinovasi dengan berbagai varian rasa, serta tidak menggunakan bahan berbahaya dan aman dikonsumsi. Alternatif utama strategi yang dipilih oleh CeJeDW Frozen F ood adalah mencantumkan nomor izin produk pada kemasan yang dapat meningkatkan kepercayaan konsumen dalam mengonsumsi produk usaha. Strategi ini dapat meningkatkan keunggulan bersaing antar UMKM di kondisi yang tidak menentu seperti saat ini. Kata Kunci: covid-19; frozen food ; strategi; SWOT; QSPM. ABSTRACT The research aims to analyze the business strategy of CeJeDW Frozen F ood during the covid-19 pandemic through the SWOT (Strength, Weakness, Opportunity, Treath) approach. The research used qualitative descriptive methods and interviews, collected the latest information, identified social problems, especially those related to the economy and covid-19, and identified as businessmen due to the covid-19 pandemic. Determining the strategy used in this research uses three stages of strategy formulation analysis which eventually resulted in an alternative priority strategy. The results showed that the strategy used by CeJeDW Frozen F ood was a distribution license number, innovated with various flavors, and did not use hazardous ingredients and was safe for consumption. The main strategy alternative chosen by CeJeDW Frozen F ood is the product license number on the packaging which can increase consumer confidence in consuming business products. This strategy can increase the competitive advantage between UMKM in the current uncertain conditions. Keyword s : covid-19; frozen food ;; strategic; SWOT ; QSPM .","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128124449","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"HUBUNGAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE DAN TOKOPEDIA","authors":"Wa Ode Musmiarny Nilammadi","doi":"10.35308/JBKAN.V5I1.3045","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I1.3045","url":null,"abstract":"ABSTRAK Penggunaan celebrity endorser merupakan salah satu strategi promosi yang akan berdampak pada penguatan eksistensi bisnis, penguasaan pangsa pasar di pasar sasaran, dan peningkatan penjualan. Tujuan dari penelitian ini adalah untuk mengetahui hubungan celebrity endorsement terhadap keputusan pembelian pada Shopee dan Tokopedia. Variabel yang digunakan dalam penelitian ini adalah Credibilty, Attractiveness, Power, dan keputusan Pembelian. Metode penelitian ini menggunakan metode kuantitatif, dan untuk pengambilan sampel digunakan teknik non probability sampling. Data yang digunakan dalam penelitian ini adalah data primer dengan metode membagikan kuisioner kepada 100 responden. Hasil penelitian ini adalah semua indikator pembentuk celebrity endorser memiliki pengaruh yang signifikan terhadap keputusan pembelian. Indikator yang perlu diperhatikan oleh Shopee untuk memilih celebrity endorsement adalah Atrractiveness. Sedangkan, indikator yang perlu diperhatikan oleh Tokopedia adalah power. Kata kunci : Attractiveness; Celebrity Endorser; Credibility; Keputusan Pembelian; Power. ABSTRACT The use of celebrity endorsers is one of the promotional strategies that will have an impact on strengthening business existence, dominating market share in the target market, and increasing sales. The purpose of this study was to determine the relationship between celebrity endorsement and purchasing decisions at Shopee and Tokopedia. The variables used in this research are credibility, attractiveness, power, and purchasing decisions. This research method used quantitative methods and non probability sampling techniques for sampling. The data used in this study are primary data by distributing questionnaires to 100 respondents. The results of this study are all indicators of celebrity endorser have a significant influence on purchasing decisions. The indicator that Shopee needs to pay attention to in choosing celebrity endorsement is attractiveness. Meanwhile, the indicator that Tokopedia needs to pay attention to is power. Keywords : Attractiveness; Celebrity Endorser; Credibility; Power; Purchase Decision","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"304 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116374014","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"KONSEP DASAR ETIKA KOMUNIKASI PEMASARAN ISLAM, SEBUAH PENDEKATAN ANALISIS TEORITIS DALAM PRAKTEK BISNIS","authors":"Yusnaidi Yusnaidi, M. Si, Nabila Hilmy Zhafira","doi":"10.35308/JBKAN.V5I1.3406","DOIUrl":"https://doi.org/10.35308/JBKAN.V5I1.3406","url":null,"abstract":"Etika adalah konsep yang telah dimasukkan dalam praktik bisnis selama beberapa dekade. Para pelaku bisnis telah menyadari pentingnya menjalankan bisnis yang beretika untuk menghasilkan keuntungan jangka pendek dan jangka panjang bagi perusahaan. Sebagai bagian dari praktik bisnis, komunikasi pemasaran telah mengadopsi konsep etika dalam mengkomunikasikan produk ke pasar. Dalam komunikasi pemasaran, diperlukan pendekatan khusus untuk membedakan perilaku etis dan tidak etis. Oleh karena itu, artikel ini bertujuan untuk menganalisis konsep komunikasi pemasaran etis dari sudut pandang Islam sebagai pendekatan alternatif untuk mempraktikkan komunikasi pemasaran etis. Ada delapan kode etik yang harus diikuti saat melaksanakan program komunikasi pemasaran untuk dianggap sebagai praktik bisnis yang beretika dalam Islam. Namun prinsip-prinsip Islam untuk mengukur aktivitas bisnis yang etis tidak terbatas pada delapan elemen ini. Karena komunikasi relatif dinamis, maka ada prinsip-prinsip lain yang dapat dianalisis sebagai nilai-nilai Islam untuk menilai tren strategi komunikasi pemasaran yang sebenarnya.","PeriodicalId":272317,"journal":{"name":"Jurnal Bisnis Dan Kajian Strategi Manajemen","volume":"104 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114016082","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}