Studi Kelayakan Bisnis Syariah Pengembangan Warung “Qohwah Store”: Analisis Aspek Pemasaran

Abstrak

This study aims to analyze the marketing aspect in evaluating the feasibility of the sharia-based business developed by Qohwah Store, focusing specifically on its marketing strategies. The study seeks to determine whether the sharia-compliant business run by Qohwah Store has the potential to grow sustainably and to assess the effectiveness of its marketing strategies. This research employs a qualitative method with a descriptive approach. Observation and interviews were used as the primary data collection techniques. The findings indicate that the strategies for developing the business in terms of marketing are based on the four indicators of the marketing mix. Product strategy: the products offered are innovative food items, and branding is emphasized to ensure they are memorable to customers. Pricing strategy: the prices are affordable and accessible to all age groups. Place strategy: the business location is considered strategic, being near a main road and educational institutions. Distribution: sales are conducted both in-store and online. Promotion strategy: promotion is carried out both offline and online, utilizing social media, particularly Instagram, to build customer trust.