ANALISIS STRATEGI PEMASARAN WARUNG INTERNET DALAM MEMPERTAHANKAN KEBERLANGSUNGAN USAHA MENURUT PERSPEKTIF ETIKA BISNIS ISLAM STUDI DIKECAMATAN SIDOMULYO KABUPATEN LAMPUNG SELATAN

Abstrak

This research is motivated by the rise of internet cafe businesses, making it easier for internet service users to access the internet at any time. Internet cafe entrepreneurs are required to implement marketing strategies so that their businesses can survive for a long time. The problem studied in this research is how marketing strategies are carried out by internet cafe entrepreneurs in Sukarame District, Bandar Lampung City in maintaining business continuity, and to find out how Islamic Business Ethics observes the marketing strategies carried out by internet cafe entrepreneurs. This research is field research (field research). The data collection methods used were observation, documentation and interviews. Primary data was obtained from internet cafe entrepreneurs while secondary data was obtained from books related to research. The data analysis technique used is a qualitative descriptive method. The results of this research are that it can be seen that the marketing strategy carried out by internet cafe entrepreneurs in Sukarame District, Bandar Lampung City in maintaining the continuity of promotional efforts is carried out by providing additional bonus hours to consumers who access more than certain hours. Price: done by providing discounts or discounts. Place: This is done by pampering consumers with a strategic and safe place. Products: providing products in the form of good service to consumers.