Malang City Morse Syariah Hotel Marketing Mix Strategy: a Sharia Marketing Perspective

Abstract

This study is aim to investigate the implementation of the marketing mix strategy at the Morse Syariah Hotel in accordance with the characteristics of sharia marketing. This research is qualitative, namely a research technique that collects descriptive information from people who are witnesses using case study methodology. Data collection techniques use interviews and documentation. After the data was collected, data analysis was carried out using content analysis techniques. The results of the research conducted show that the 7P marketing mix (product, price, place, promotion, people, process, and physical evidence) has been implemented at the Morse Syariah Hotel, Malang City. the finding of this study that the 7P marketing mix approach (product, price, place, promotion, people, process, and physical evidence) applied at the Morse Syariah Hotel in Malang City, is considered to have fulfilled the four principles of sharia marketing, namely belief in divinity (rabbaniyah), ethics (akhlaqiyah), realism (al-waqiyyah), and humanism (insaniyyah).