STRATEGI MERAIH KONSUMEN DENGAN PENDEKATAN NILAI-NILAI ISLAMI PADA BUTIK DAN SALON MUSLIMAH
| Main Authors: | , ELISTIAWATY RUHIYAT, , Prof. Dr. Asip F. Hadipranata |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2011
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/90198/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=52633 |
Daftar Isi:
- This research was aim to explore the implementation of islamic values approach strategy to gain customers in moslem women�s boutique and beauty salon, and how the strategy can expand market opportunities, create a new moslem women�s image, and make company able to survive in handling competition. This research use qualitative approach with multiple-case design. Participants of this research are head, manager, employee, and customers in two moslem women�s boutique and two moslem women�s beauty salon. Interview was used as main tool for collecting data, and supported by data yield from observation and company�s documents. The result show there are four main strategies that is used by moslem woman�s company, they are: (1) the usage of Islamic symbols, (2) marketing concept that based on Islamic values, (3) employee�s personal development program using Islamic values, and (4) Islamic leadership. Other findings will also being discussed in this research.