Annisa Rustiani, Chairunnisa Nasution, Erpina Manurung, Achmad Zulfikar Siregar

Marketing Strategy In Increasing Revenue Restaurant Business from Islamic Economic Perspective

Introduction

Marketing strategy in increasing revenue restaurant business from islamic economic perspective. Discover effective marketing strategies for restaurant businesses to boost revenue, integrating conventional marketing mix with Islamic economic principles like shiddiq, amanah, fathanah, and tabligh.

Abstract

Marketing strategy is a strategy to serve a market or market segment that is targeted by an entrepreneur. Therefore, the marketing strategy is a combination of the marketing mix implemented by entrepreneurs to serve their market. Based on the formulation of the problem, this study aims to determine the marketing strategy of food stall entrepreneurs in increasing the income of the food stall business. The type of research used in this study is empirical, because in this study the researcher describes a situation or phenomenon from the research object studied by developing concepts and gathering existing facts. This research method is descriptive qualitative. From the research results, the marketing strategy used to increase entrepreneur income is by implementing a marketing mix system; product, price, place and promotion. Viewed from an Islamic economic perspective, food stall entrepreneurs also apply the practices of the Prophet Muhammad SAW, namely shiddiq (true and honest), amanah (trustworthy), fathanah (smart), and tabligh (communicative).

Review

This paper addresses a highly relevant and interesting topic: the intersection of marketing strategy and Islamic economic principles in boosting revenue within the restaurant business. The dual lens of conventional marketing mix (product, price, place, promotion) alongside the ethical framework derived from the practices of Prophet Muhammad (SAW) offers a unique and potentially insightful perspective. The abstract clearly identifies the study's aim to understand strategies used by food stall entrepreneurs, suggesting a practical and grounded approach to a critical aspect of business success. While the premise is strong, the abstract would benefit from further clarification regarding its methodological approach and the integration of its two core components. The description of research type as "empirical" followed by "descriptive qualitative" needs to be more precise; detailing the specific qualitative methods employed (e.g., in-depth interviews, observations, case studies) would enhance transparency and rigor. Furthermore, the connection between the Islamic economic perspective and actual revenue generation requires deeper elaboration. Simply stating that entrepreneurs "also apply the practices of the Prophet Muhammad SAW" does not fully explain *how* these ethical principles (shiddiq, amanah, fathanah, tabligh) translate into tangible marketing strategies or directly contribute to increased income. The abstract hints at a linkage, but a more explicit analytical framework connecting these practices to the marketing mix elements and subsequent financial outcomes would strengthen the paper's contribution. Overall, this study holds significant promise for contributing to both marketing literature and Islamic economic studies by bridging these fields in a practical business context. To maximize its impact, the authors should ensure a more robust and detailed presentation of their methodology and a clearer, more analytical articulation of how the Islamic economic principles are not just present, but actively shape and influence the marketing strategies and their effectiveness in revenue generation. Addressing these points would undoubtedly enhance the paper's scholarly contribution and provide a more comprehensive understanding of effective business strategies within an Islamic framework.

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