Oktarina, Fatiya (2023) TELAAH PENERAPAN E-COMMERCE SEBAGAI PEMASARAN PRODUK FASHION MUSLIM DI TOKO AREEFA KOTA PAGAR ALAM. Undergraduate Thesis thesis, UIN Raden Fatah Palembang.
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Abstract
ABSTRAK TELAAH PENERAPAN E-COMMERCE SEBAGAI STRATEGI PEMASARAN PRODUK FASHION MUSLIM DI TOKO AREEFA KOTA PAGAR ALAM FATIYA OKTARINA (1910602001) Penelitian ini bertujuan untuk mengetahui penerapan e-commerce yang diterapkan sebagai strategi pemasaran produk fashion muslim di toko Areefa Pagar Alam. Dari penerapan e-commerce yang telah diterapkan, maka dapat diketahui apakah penerapan e-commerce pada objek penelitian ini yaitu di toko Areefa Kota Pagar Alam itu sudah efektif atau belum, dengan melihat hasil pendapatan melalui transaksi e-commerce. Jika pendapatan tersebut selalu mengalami peningkatan, maka penerapan e-commerce tersebut sudah dapat dikatakan efektif, namun sebaliknya jika pendapatan tersebut masih mengalami peningkatan dan penurunan, maka penerapan e-commerce tersebut belum dapat dikatakan efektif. Penelitian ini merupakan penelitian yang bersifat kualitatif dengan pendekatan penelitian lapangan, sumber data penelitian berupa data primer dan data sekunder. Selain itu responden pada penelitian ini terdiri dari pemilik, pegawai, serta pelanggan di toko Areefa Kota Pagar Alam. Hasil penelitian menunjukkan bahwa penerapan e-commerce yang diterapkan sebagai strategi pemasaran produk fashion muslim di toko Areefa Pagar Alam yaitu berbasis penggunaan aplikasi media sosial, seperti facebook, whatsapp, marketplace, dan juga terdapat jasa pengantaran produk pesanan melalui layanan delivery order. Dari bentuk penerapan e-commerce yang telah diterapkan tersebut, maka dapat dilihat pendapatan dari transaksi e-commerce. Berdasarkan pendapatan dari transaksi menggunakan e-commerce yang telah diterapkan dari tahun 2021 dan 2022, maka dapat dilihat bahwa pendapatan di toko Areefa Kota Pagar Alam tersebut masih belum stabil, yang berarti dapat dikatakan bahhwa penerapan e-commerce sebagai strategi pemasaran produk fashion muslim tersebut belum efektif, dan tentunya dikarenakan masih terdapat kendala-kendala dalam penerapan e-commerce di toko tersebut. Namun, walaupun masih terdapat kendala-kendala, di sisi lain juga penerapan ecommerce di toko tersebut juga sudah memberikan keuntungan yang didapatkan bagi toko Areefa Kota Pagar Alam dan bagi pelanggan (customers) di toko Areefa Kota Pagar Alam. Untuk mengatasi kendala-kendala penerapan ecommerce tersebut, maka akan dilakukan solusi yang akan dapat menyelesaikan kendala penerapan e-commerce tersebut. Kata Kunci : E-Commerce, Strategi, Pemasaran, Produk, dan Fashion Muslim ABSTRACT EXAMINE THE APPLICATION OF E-COMMERCE AS A MARKETING STRATEGY FOR MUSLIM FASHION PRODUCTS AT THE AREEFA STORE PAGAR ALAM CITY FATIYA OKTARINA (1910602001) This study aims the determine the application of e-commerce which is applied as a marketing strategy for muslim fashion products at Areefa stores, Pagar Alam. From the implementation of e-commerce that has been implemented, it can be seen whether the application of e-commerce to the object of this reseach, namely at the Areefa stote, Pagar Alam city, has been effective pr not, by looking at income through e-commerce transactions. If the income is always increasing, then the implementation of e-commerce can be said to be effective, but conversely if the income is still increasing and decreasing, then the application of ecommerce cannot be said to be effective. This reseach is a qualitative reseach with a field reseach approach, the source of reseach data is in the form of primary data and secondary data. Besides that, the respondents in this study consisted of owners, employes, and customers at the Areefa shop, the city of Pagar Alam. The results of this study indicate that the application of e-commerce is applied as a marketing strategy for muslim fashion products at the Areefa store, Pagar Alam City, which is based on the us of social media applications such as facebook, whatsapp, marketplace, and there are also products delivery services ordered through delivery order services. From the from of e-commerce implementation that has been implemented, it can be seen the income from ecommerce transactions. Based on income from transactions using e-commerce that have been set for 2021 an 2022, it can be seen that the revenue at the Areefa shop in Pagar Alam city is still unstable, which means that it can be said that the application of ecommerceas a marketing strategy for fashion products has not been effective, and of course because there are still constraints in implementing e-commerce in the store. But even though there are still obstacles, on the other hand the application of e-commerce in the store has also provided benefits for the Areefa shop in Pagar Alam city. To overcome the constraints of implementing e-commerce, a solution will be carried out that will be able to solve the constraintsof implementing ecommerce. Keywords : E-Commerce, Strategy, Marketing, Products, and Muslim Fashion
| Item Type: | Thesis (Undergraduate Thesis) |
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| Uncontrolled Keywords: | Kata Kunci : E-Commerce, Strategi, Pemasaran, Produk, dan Fashion Muslim Keywords : E-Commerce, Strategy, Marketing, Products, and Muslim Fashion |
| Subjects: | Ekonomi dan Bisnis Islam > Ekonomi Syariah |
| Divisions: | Fakultas Ekonomi dan Bisnis Islam > 60202 - Ekonomi Syariah (S1) |
| Depositing User: | FATIYA OKTARINA 1910602001 |
| Date Deposited: | 06 Jun 2023 08:08 |
| Last Modified: | 06 Jun 2023 08:08 |
| URI: | http://repository.radenfatah.ac.id/id/eprint/27886 |
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