EFEKTIVITAS STRATEGI PEMASARAN MELALUI MEDIA SOSIAL TERHADAP PENDAPATAN PEDAGANG IKAN ASIN DI MASA PANDEMI COVID-19 DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada pedagang ikan asin di Sentra Industri Ikan Asin Pulau Pasaran Bandar Lampung)

ZAINAL, UMRI (2023) EFEKTIVITAS STRATEGI PEMASARAN MELALUI MEDIA SOSIAL TERHADAP PENDAPATAN PEDAGANG IKAN ASIN DI MASA PANDEMI COVID-19 DALAM PERSPEKTIF EKONOMI ISLAM (Studi Pada pedagang ikan asin di Sentra Industri Ikan Asin Pulau Pasaran Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

[thumbnail of COVER BAB 1 BAB 5 DAPUS.pdf] PDF
Download (6MB)
[thumbnail of ZAINAL FULL SKRIPSI.pdf] PDF
Restricted to Repository staff only

Download (6MB)

Abstract

ABSTRAK Pandemi Covid-19 sangat berdampak negatif bagi perekonomian, seperti yang dirasakan oleh para pedagang ikan asin di sentra industri ikan asin pulau pasaran, kelurahan Kota Karang, Kota Bandar Lampung. Pedagang Ikan Asin Pulau Pasaran mengatakan akibat pembatasan sosial masyarakat Bandar Lampung kesulitan untuk melakukan pemasaran akibatnya mengalami penurunan pendapatan. Pedagang Ikan Asin pulau pasaran berusaha meningkatkan penjualan ikan asin menggunakan media sosial seperti whatsapp, shopee dan facebook sebagai sarana penjualan dimasa pandemi. Harapannya, hal ini dapat membantu meningkatkan pendapatan mereka di masa pandemic covid-19 ini. Rumusan masalah dalam penelitian ini Bagaimana Pandangan Islam mengenai Efektivitas Strategi Pemasaran Ikan Asin Melalui Media Sosial Terhadap Pendapatan di Masa Pandemi Covid-19. Tujuan penelitian ini adalah Untuk mengetahui bagaimana pandangan islam mengenai strategi pemasaran ikan asin melalui media sosial terhadap pendapatan di masa covid-19 Penelitian ini menggunakan penelitian kualitatif dengan metode deskriptif, Mengguankan sumber data primer . Teknik pengumpulan data dalam penelitian ini menggunakan observasi, wawancara, dan dokumentasi. Hasil dari penelitian ini adalah ditemukan beberapa Pedagang Ikan Asin di Pulau Pasaran mengatasi penurunan pendapatan yang terjadi semenjak Pandemi Covid-19 dengan menggunakan media sosial, tetapi ada pula yang tetap melakukan penjualan secara tradisional. Penerapan media sosial oleh sebagian pedagang dalam penjualan ikan asin sejak masa pandemi covid-19 dinilai kurang mempengaruhi dalam meningkatkan pendapatan. Dalam proses pemasarannya para pedagang ikan asin ini telah menerapkan berbagai perintah yang Allah SWT jelaskan dalam Al-Qur’an. Kata Kunci : Pandemi Covid-19, Efektivitas, Media Sosial, Pendapatan Pedagang Ikan Asin, Pandangan Islam. ABSTRACT The Covid-19 pandemic has had a very negative impact on the economy, as felt by salted fish traders in the salted fish industry center of pasar island, Karang City village, Bandar Lampung City. Salted Fish Traders in Pulau Pasar said that due to social restrictions, the people of Bandar Lampung had difficulty marketing as a result of a decrease in income. Salted Fish traders on the market island are trying to increase sales of salted fish using social media such as whatsapp, shopee and facebook as a means of selling during the pandemic. Hopefully, this can help increase their income during the Covid-19 pandemic. The formulation in this study is how the Islamic view on the effectiveness of the Salted Fish Marketing Strategy through Social Media on Income during the Covid-19 Pandemic. To find out how Islam views the marketing strategy of salted fish through social media on income during the covid-19 period. This research uses qualitative research with a descriptive method, Using primary data sources. Data collection techniques in this study used observation, interviews, and documentation. The result of this study was that it was found that several Salted Fish Traders on Pasar Island overcame the decline in income that has occurred since the Covid-19 Pandemic by using social media, but some continue to sell traditionally. The application of social media by some merchants in the sale of salted fish since the Covid-19 pandemic is considered less affect to increase income. In the marketing process, these salted fish traders have applied various commands that Allah Almighty explains in the Qur'an. Keywords: Covid-19 Pandemic, Effectiveness, Social Media, Salted Fish Trader Income, Islamic Outlook.

Item Type: Thesis (Diploma)
Subjects: Ekonomi Islam
Divisions: Fakultas Ekonomi dan Bisnis Islam > Ekonomi Islam
Depositing User: LAYANAN PERPUSTAKAAN UINRIL REFERENSI
Date Deposited: 27 Feb 2023 04:26
Last Modified: 27 Feb 2023 04:26
URI: http://repository.radenintan.ac.id/id/eprint/23315

Actions (login required)

View Item View Item