STRATEGI MARKETING MIX DALAM PERSPEKTIF MASLAHAH PADA PT. ZIAR NIDA’UL HARAMAIN CABANG MAKASSAR

Abstrak

This study aims to analyse: (1) the implementation of the marketing mix strategy at PT. Ziar Nida'ul Haramain Makassar Branch; (2) the perspective of maslahah hajiyyah on the marketing mix strategy; and (3) the challenges and obstacles encountered in its implementation. This research is a qualitative field study employing an interdisciplinary approach that integrates the perspectives of marketing mix strategy and Islamic economics. Data were collected through observation, interviews, and documentation involving the branch manager, marketing staff, administrative staff, and pilgrims. The data were analysed using data reduction, data display, and conclusion drawing. The findings indicate that the marketing mix strategy is implemented through seven elements: product, price, place, promotion, people, process, and physical evidence. Its implementation reflects the values of maslahah hajiyyah by providing convenience, comfort, transparency, and services that support the smooth performance of Umrah pilgrimage. The main challenges include intense competition among Umrah travel agencies, the rapid development of digital marketing, limited human resources, and differences in pilgrims' understanding of the services offered. The findings imply that a marketing mix strategy based on maslahah can serve as a practical model for improving service quality, strengthening pilgrims' trust, and developing marketing practices oriented toward public benefit.

Kata kunci

• Hajiyyah
• Maslahah
• marketing mix
• strategi marketing
• strategy