ANALISIS STRATEGI PEMASARAN WARUNG INTERNET (WARNET) DALAM MEMPERTAHANKAN KEBERLANGSUNGAN USAHA MENURUT PERSFEKTIF ETIKA BISNIS ISLAM (Studi di Kecamatan Sukarame Kota Bandar Lampung)

Abstrak

The existence of internet cafés (warnet) faces significant challenges amid rapid technological advancements and increasingly tight digital competition. This study aims to analyze the marketing strategies implemented by warnet entrepreneurs in maintaining business continuity in Sukarame District, Bandar Lampung City, and to examine these strategies from the perspective of Islamic business ethics. This research uses a descriptive qualitative approach with data collection techniques through interviews, field observations, and document studies. The results show that common marketing strategies include price adjustments, friendly service, the provision of supporting facilities such as online games and printing services, as well as promotion through social media and local communities. From the perspective of Islamic business ethics, most marketing practices reflect values such as honesty (shidq), trustworthiness (amanah), and customer-oriented service. However, some aspects still need improvement, such as price transparency and content monitoring in accordance with Islamic values. Therefore, it is necessary to strengthen marketing strategies that are not only adaptive to market changes but also grounded in the principles of Islamic business ethics, in order to create businesses that are not only economically sustainable but also bring blessings and spiritual value.