Sharia Promotion Strategy in Fashion Business Competition (Study on Mayang Collection Malang)

Background. Muslim fashion products have quite a big opportunity
because the fashion industry is one sector that is able to show
development in increasing the country's economic growth. On the other
hand, in reality business in the fashion sector does not always increase,
because this business sector opens up opportunities for the entry of
new competitors.
Purpose. The aim of the research is to examine sharia promotional
strategies which aim to provide references regarding promotional
strategies in the Mayang Collection business competition.
Method. This research method uses qualitative research methods with
a case study approach and data collection techniques using interview
techniques, observation and documentation, data analysis techniques
using data reduction, data presentation and drawing verification
conclusions.
Results. The results of the research show that sharia promotional
strategies can be applied to 5 marketing mixes, including advertising
that is seen applying the practice of shiddiq (principle of honesty),
personal sales that is seen applying tabligh (communication
intelligence), sales promotion by giving istikomah discounts, direct
marketing by applying Fathonah's nature is to provide correct
information about its products.
Conclusion. The conclusion of this research is that Mayang carries out
sharia promotional activities in accordance with what Islam teaches,
including first, advertising. In advertising, Mayang does it honestly and
says that the products it sells are in accordance with reality. Second,
personal marketing, Mayang Collection carries out promotions in the
form of personal marketing. Third, public relations, in this case, may
not promote sharia in the field of public relations. The four sales
promotions carried out by Mayang Collection provide promotions at
certain times and also provide bonuses or prizes for customers who
have purchased Mayang Collection products. The five direct marketing
activities carried out by Mayang Collection Gondanglegi are direct
marketing activities.