ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN KESEJAHTERAAN PERSPEKTIF EKONOMI SYARIAH (STUDI CV. ONE THREE FOAM KECAMATAN SUKARAME KOTA BANDAR LAMPUNG)

Suwati, Suparman (2026) ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN KESEJAHTERAAN PERSPEKTIF EKONOMI SYARIAH (STUDI CV. ONE THREE FOAM KECAMATAN SUKARAME KOTA BANDAR LAMPUNG). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRACT Marketing mix strategy is one of the important factors that determine business success in facing market competition and improving the welfare of business actors and employees. CV. One Three Foam is a company engaged in the production and sale of foam mattresses and sofa beds that has experienced fluctuations in sales over the years. This condition makes the company an interesting object of study because it has been able to maintain business sustainability while contributing to employee welfare through the implementation of marketing mix strategies. Therefore, this study aims to analyze the marketing mix strategy in improving welfare at CV. One Three Foam and to examine its implementation from the perspective of Islamic economics. This study employed a qualitative approach using field research methods. Data were collected through observation, interviews, and documentation involving the owner, employees, and customers of CV. One Three Foam. The data were analyzed through data reduction, data display, and conclusion drawing. The results indicate that CV. One Three Foam has implemented the marketing mix strategy consisting of product, price, place, and promotion. The products offered are diverse and of good quality, pricing is adjusted to product quality, the business location is strategically accessible, and promotional activities are conducted both directly and through digital media. The implementation of these strategies contributes to welfare improvement, as reflected in increased income and better fulfillment of housing, educational, and health needs among employees. From the perspective of Islamic economics, the marketing practices applied by the company are in line with the principles of honesty, justice, trustworthiness, and transparency in business activities. Keywords: Marketing Mix Strategy, Welfare, Islamic Economics, Marketing Strategy.

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