Analisis Manajemen Pemasaran Berbasis Syariah Produk UMKM Melalui Penggunaan Marketplace: Studi Kasus Tiktok Shop Raja Ngemil Tahun 2021-2022

Abstract

Sharia based for UMKM products through the use of the tiktok shop marketplace, what are the challenges and obstacles in marketing management for UMKM products in using the tiktok shop marketplace. Seeing the large number of UMKM that use marketplaces in marketing management raises questions regarding the marketing management process in accordance with sharia principles. Management is an important element which must be consireded and implemented because it relates to the marketing function, with management the goals of an institution will be fulfilled. The theory used is according to G.R. Terry and Philip Kotler. This research uses a qualitative approach with a case study method. The data sources in this research are primary data and secondary data. Data collection techniques used were interviews, observation, and documentation. The data analysis according to Miles and Huberman. Implementation of sharia-based marketing management for Raja Ngemil UMKM products using the tiktok shop marketplace. Raja ngemil carried out market analysis before starting the business by targeting market segmentation at the milinial generation. Planning marketing programs according to the marketing mix namely product, pricing and promotion, promotions in tiktok shop Raja Ngemil pay close attention to sharia marketing principles. In marketing, there are still obstacles, which are unavailability of stock during seasons, negative comments from customers, and algorithm changes. The conclusion of this research is that Raja Ngemil UMKM has implemented sharia-based marketing management which prioritizes sharia marketing principles, namely honesty nad hot harming other people.