Analysis of beringin cafe business promotion strategies in parepare city from an islamic economic perspective
DOI:
https://doi.org/10.35335/ijosea.v13i2.400Keywords:
Banyan Cafe, Islamic Economic Perspective, Parepare City, Strategy, Word of Mouth PromotionAbstract
This research aims to find out the word of mouth promotion strategy carried out by the Banyan Cafe owner in Parepare City and to find out the promotion strategy for the Banyan Cafe business in Parepare City from an Islamic Economic Perspective. This type of research is qualitative research. The research subjects were employees and buyers at Cafe Beringin, Parepare City. Meanwhile, the object is the Banyan Cafe business promotion strategy in Parepare City from an Islamic economic perspective. Sampling using the Snowbell Sampling technique. By using data collection methods by means of interviews and documentation. Based on the results of promotional research, Cafe Beringin carried out the promotion process using traditional methods, namely through word of mouth. There are Islamic business communication ethics including honesty, accuracy of information, freedom and responsibility, fairness and impartiality, constructive criticism. The conclusion of this research is that the promotion process for the Banyan Cafe in Parepare City has not yet fully carried out the promotion process according to an Islamic economic perspective. This can be seen from the Islamic business communication ethics in the constructive-criticism section where buyers/consumers in the Cafe should have the courage to express criticism. not silent when there is a discrepancy in the cafe. When buyers and cafes are open, the Banyan Cafe in Parepare City will be an even better cafe in the future.
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