BAURAN PEMASARAN (MARKETING MIX): PRODUK (PERSPEKTIF KONVENSIONAL DAN SYARIAH)

Abstract

The marketing mix is ​​a set of marketing tools that can be controlled and combined by a company to produce the response desired by the target market. The marketing mix consists of everything a company can do to influence demand for its products. The main difference between sharia marketing and conventional marketing lies in the values ​​adhered to by marketers. Conventional marketers prioritize targets and big profits for the company, while sharia marketers not only pursue profits but also prioritize the values ​​of honesty and justice because sharia marketers are not only responsible to the company and customers but are also responsible to Allah SWT. Products as part of the marketing mix variable, if viewed from a sharia perspective, will be more specific because Islam has certain more specific restrictions regarding the definition of products offered which must comply with thayyiban halal criteria, apart from product quality you also need to pay attention to service. The success of product marketing is largely determined by the good and bad services provided by the company in marketing its products