IMPLEMENTASI MARKETING MIX DALAM UPAYA KEMAJUAN USAHA BUTIK MUSLIMAH DI KOTA LANGSA

Abstract

Aceh,  as  the  province  that  became  the  pioneer  of  the  implementation  of  Islamic  Sharia  in Indonesia. The need for Muslim dress or muslimah is an absolutely necessary thing. The need for  Muslim  clothing  for  the  community  encourages  entrepreneurs  to  sell  their  best  products are  no  exception  with  boutique  entrepreneurs,  especially  in  the  city  directly.  Universally, goods sold in boutiques are very rare or even never found in ordinary stores. All that can not be separated because the boutique has a philosophy on the clothing items are exclusive, elite, fashionable and sophisticated fashion and complete with accessories. As  for the problems  in this  study  are  (1)  how  the  business  boutique  Muslim  Langsa  City.  (2)  how  is  the implementation  of  marketing  mix  in  the  effort  of  progress  of  Muslim  clothing  boutique  in Langsa City ?. Based on these problems, this study aims to determine the implementation of marketing  mix  in  the  effort  of  Muslim  clothing  business  boutique  in  Langsa  City.  The research method that the writer use in this research are: qualitative descriptive ie presentation of  research  result  through  description  of  observation  result,  interview  and  documentation  to see  the  implementation  of  marketing  mix  in  effort  of  progress  of  boutique  clothing  fashion Muslim  in  Langsa  City.  Based  on  the  results  of  research  that:  Muslim  Boutique  in  Langsa City specialize marketing its products in some market segment especially for society which is Moslem, which 70% target is teenagers, the rest is public. In the implementation of marketing mix in the effort of progress of Muslim fashion boutique in Langsa City apply four elements, that is: products at Muslim  Boutique  in Langsa  City  focus on quality according to customer requirement that  put  forward  kesyar'iannya.  The  pricing  strategy  determined  by  the  Muslim Boutique  in  Langsa  City  is  adjusted  to  total  raw  materials,  production  materials,  all manufacturing  costs  are  totaled  and  profitability  of  each  product  is  taken  at  40%.  In  the distribution  strategy  set  the  business  near  the  city  center,  universities,  companies,  and government  buildings  city  of  Langsa  City  is  not  far  from  the  crowd.  Boutique  Muslimah  in Langsa  City  in  the  selection  of  promotion  strategies  Muslim  Boutique  in  Langsa  City  has made  various  promotions  including,  personal  selling,  advertising,  sale  promotion  and publicity.