ANALISIS STRATEGI MARKETING MIX DALAM PERSPEKTIF EKONOMI SYARIAH UMKM HASMA JAYA LESTARI 

AN ANALYSIS OF MIX MARKETING STRATEGY IN SHARIA ECONOMIC PERSPECTIVE OF UMKM HASMA JAYA LESTARI 

Kegiatan pemasaran secara terpadu disebut dengan marketing mix. Setiap unsur dalam marketing mix seperti promotion, price, product, dan place memerlukan suatu strategi masing-masing. Namun masih banyak fenomena usaha yang diterapkan dimasyarakat tidak sesuai dengan ketentuan syariah. Usaha Hasma Jaya Lesatari adalah sebuah UMKM yang memproduksi susu kedelai. Salah satu contoh bisnis yakni UMKM Hasma Jaya Lestari. Bertempat di Desa Kranji Kecamatan Paciran Kabupaten Lamongan. UMKM Hasma Jaya Lestari telah memulai usahanya pada 30 April 2003, 18 tahun yang lalu dan merupakan UMKM pertama yang memproduki susu kedelai di Kecamatan Paciran Kabupaten Lamongan.UMKM Hasma jaya Lestari ini didirikan oleh Bapak Hasan Nawawi dan Ibu Muhimmah dimana mereka juga memiliki 8 Kariyawan. Menganalisis strategi marketing mix dalam perspektif ekonomi Islam di UMKM Hasma Jaya Lestari adalah tujuan yang dipilih peneliti. Penelitian ini menggunakan jenis kualitatif dan deskriptif sebagai pendekatannya. Peneliti menggunakan sumber data primer maupun sekunder. Wawancara langsung dengan pemilik UMKM Hasma Jaya Lestari dipilih sebagai sumber data primer. Sedangkan sumber data sekundernya, adalah jurnal atau literatur mengenai marketing mix perspektif ekonomi syariah. Didasarkan pada hasil penelitan, dapat diambil kesimpulan penerapan strategi marketing mix dalam perspektif ekonomi syariah dalam UMKM Hasma Jaya Lestari yang berlokasi di Desa Kranji Kecamatan Paciran Kabupaten Lamongan tersebut telah menerapkan strategi pemasaran 4P berdasarkan perspektif ekonomi syariah. Akan dirasa baik jika penelitian dilakukan dengan mencari pengaruh strategi marketing mix dalam perspektif ekonomi Islam terhadap tingkat omzet penjualan.

Integrated marketing activities are called the marketing mix. Each element in the marketing mix such as promotion, price, product, and place requires an individual strategy. However, there are still many business activities that are implemented in the community that are not in accordance with the sharia provisions. Hasma Jaya Lestari is one of them, an UMKM (micro small and medium enterprises) that produces soy milk. It is located in Kranji Village, Paciran, Lamongan. UMKM Hasma Jaya Lestari has started its business on April 30, 2003, 18 years ago and is the first UMKM to produce soy milk in Paciran. Hasma Jaya Lestari UMKM was founded by Mr. Hasan Nawawi and Mrs. Muhimmah where has 8 employees. Analyzing the marketing mix strategy in the perspective of Islamic economics in UMKM (micro small and medium enterprises) Hasma Jaya Lestari is the purpose of this study. This study uses descriptive-qualitative study as the approach. Researcher uses primary and secondary data sources. Data sources used in this study are primary and secondary; which direct interviews with UMKM owner Hasma Jaya Lestari were conducted to fulfill the primary data. While the secondary data sources are reference from journals and literature on the marketing mix of Islamic economic perspective. Based on the results of the research, it can be concluded that the application of a marketing mix strategy in a sharia economic perspective in Hasma Jaya Lestari UMKM (micro small and medium enterprises) located in Kranji has implemented a 4P marketing strategy based on a sharia economic perspective. For further research, the suggestion of this study would be better if the research was conducted by investigating for the influence of the marketing mix strategy in an Islamic economic perspective on the level of sales turnover.