ANALISIS STRATEGI BERSAING DEALER MINI GOLD DI BANDAR LAMPUNG DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Dealer Royal Gold)

Ebid, Liebertha (2021) ANALISIS STRATEGI BERSAING DEALER MINI GOLD DI BANDAR LAMPUNG DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada Dealer Royal Gold). Undergraduate thesis, UNIVERSITAS ISLAM NEGERI RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perencanaan strategi merupakan upaya mencapai tujuan organisasi dalam jangka panjang. Dealer Royal Gold perlu menciptakan strategi bersaing sedemikian rupa untuk menduduki pangsa pasar agar dapat bertahan dan mampu bersaing dengan para kompetitor, namun segala stragegi yang diciptakan harus sesuai dengan syariat ekonomi Islam. Sistem ekonomi Islam bersumber dari Al-Qur’an dan Sunnah, semua masalah yang berkembang termasuk ekonomi harus tunduk pada prinsip syari’ah. Nilai-nilai dasar ekonomi Islam yakni: keadilan , pertanggung jawaban, dan jaminan sosial. Tujuan penelitian ini untuk mengetahui analisis strategi bersaing mini gold di Bandar Lampung, dan untuk mengetahui bagaimana menurut perspektif ekonomi Islam mengenai analisis strategi bersaing mini Gold di Bandar Lampung. Penelitian ini dilakukan dengan menggunakan metode kualitatif untuk mengetahui strategi bersaing produk mini gold di Bandar Lampung. Teknik yang digunakan dalam pengumpulan data yaitu obeservasi, wawancara terstruktur, dan dokumentasi. Wawancara dilakukan kepada pemilik dealer Royal Gold (1 orang) dan karyawan dealer Royal Gold (4 orang). Analisis data pada penelitian ini dilakukan dengan tahapan analisis SWOT, lalu pemeriksaan keabsahan data dilakukan melalui uji kredebilitas dan uji depenbilitas. Berdasarkan hasil analisis SWOT dapat disimpulkan bahwa analisis IFAS faktor kekuatan dealer Royal Gold memiliki skor 1,99 dan faktor kelemahan dealer Royal Gold memiliki skor 1,25 sehingga memiliki total skor 3,24. Sedangkan hasil analisis EFAS faktor peluang dealer Royal Gold memiliki skor 1,18 dan faktor ancaman dealer Royal Gold 1,65, sehingga memiliki total skor 2,83. Dari hasil tersebut diagram SWOT pada dealer Royal Gold berada di posisi kuadran II yaitu stretegi ST (strenghs dan Threats), dengan titik koordinat 0,37- -0,23 yakni mengarah pada strategi Diversifikasi konglomerat. iii ABSTRACT Strategic planning is an effort to achieve organizational goals in the long term. Royal Gold dealers need to create a competitive strategy in such a way as to occupy market share in order to survive and be able to compete with competitors, but all strategies created must be in accordance with Islamic economic law. The Islamic economic system is sourced from the Qur'an and Sunnah, all problems that develop including the economy must be subject to the principles of sharia. The basic values of Islamic economics are: justice, responsibility, and social security. The purpose of this study is to determine the competitive strategy analysis of mini gold dealers in Bandar Lampung, and to find out how according to an Islamic economic perspective the analysis of the mini Gold dealers' competitive strategy in Bandar Lampung. This research was conducted using qualitative methods to determine the competitive strategy of product mini gold in Bandar Lampung, namely Royal Gold dealers. The techniques used in data collection are observation, structured interviews, and documentation. Interviews were conducted with owners of Royal Gold dealers (1 person) and employees of Royal Gold dealers (4 people). Data analysis in this study was carried out with the SWOT analysis stage, then the validity of the data was checked through the credibility test and dependability test. Based on the results of the SWOT analysis, it can be concluded that the IFAS analysis of the Royal Gold dealer strength factor has a score of 1.99 and the weakness factor of the Royal Gold dealer has a score of 1.25 so that it has a total score of 3.24. While the results of the EFAS analysis of the Royal Gold dealer's opportunity factor has a score of 1.18 and the Royal Gold dealer's threat factor is 1.65, so it has a total score of 2.83. From the results, the SWOT diagram at the Royal Gold dealer is in the second quadrant position, namely the ST strategy (strengths and threats), with coordinates 0.37- -0.23 which leads to a conglomerate diversification strategy

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