Efektivitas dan Dampak Strategi Pemasaran Pedagang di Pasar Tradisional Nongkojajar Desa Wonosari Kecamatan Tutur Kabupaten Pasuruan: Tinjauan dari Perspektif Ekonomi Islam dalam Meningkatkan Minat Beli Konsumen
DOI:
https://doi.org/10.51339/nisbah.v6i2.4231Keywords:
Strategi Pemasaran, Ekonomi Islam, Pasar Tradisional, Minat BeliAbstract
Fenomena persaingan antara pasar tradisional dan modern semakin meningkat, terutama di Pasar Tradisional Nongkojajar, Kecamatan Tutur, Kabupaten Pasuruan. Hal ini menimbulkan tantangan bagi para pedagang dalam mempertahankan dan meningkatkan minat beli konsumen. Penelitian ini bertujuan untuk menganalisis efektivitas dan dampak strategi pemasaran yang diterapkan oleh pedagang di pasar tersebut, dengan fokus pada perspektif ekonomi Islam. Metode yang digunakan adalah penelitian kualitatif dengan pendekatan deskriptif, yang melibatkan observasi langsung, wawancara mendalam dengan pedagang dan konsumen, serta analisis dokumen untuk mengumpulkan data primer dan sekunder. Hasil penelitian menunjukkan bahwa penerapan prinsip-prinsip ekonomi Islam, seperti kejujuran, keadilan, dan maslahah, berkontribusi signifikan terhadap peningkatan minat beli konsumen dan pendapatan pedagang. Selain itu, strategi pemasaran yang berbasis nilai-nilai etika terbukti efektif dalam membangun kepercayaan dan loyalitas konsumen. Penelitian ini memberikan wawasan penting tentang bagaimana integrasi nilai-nilai Islam dalam strategi pemasaran dapat meningkatkan daya saing pasar tradisional di tengah tantangan modernisasi.
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