CK THE ROLE OF DIGITALIZATION MARKETING, SHARIA BASED MARKETING, AND GREEN ECONOMY IN IMPROVING SUSTAINABLE AND INCLUSIVE ECONOMIC DEVELOPMENT IN MSMEs OF THE KENJERAN BEACH SURABAYA FISH SETRA DUE TO THE IMPACT OF THE COVID-19 PADEMIC

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Penulis

  • Chandra Kartika Universitas Wijaya Putra Surabaya
  • Mei Indrawati Universitas wijaya putra
  • Woro Utari Universitas wijaya putra

DOI:

https://doi.org/10.38156/gesi.v9i1.367

Kata Kunci:

Sharia Marketing, Marketing Architecture, Sales Performance, Economic Growth

Abstrak

This research aims to provide most of the answers to MSME business actors in Setra Ikan Bulak Kenjeran regarding the problem of the economic slowdown and decline in sales performance levels, decline in income levels, because according to observations there is still a lot of decline in the value of income due to the decline in the value of marketing and sales, especially in the era of the Covid-19 pandemic. Currently, there are more and more losses arising from business actors regarding marketing relationships so that the level of economic growth also greatly influences it, therefore researchers will examine very critical problems to increase the level of sharia marketing relationships and marketing architecture in the Bulak Kenjeran fish center MSMEs and to increase the level of income by using a combination of sharia marketing variables and marketing architecture, especially for business actors in the Bulak Kenjeran fish center and will test the marketing model for small and medium businesses based on sharia marketing and marketing architecture in order to improve sales performance and economic growth due to the impact of the Covid-19 virus on the center. umkm bulak fish on Kenjeran beach, Surabaya city. The first year is to find out the dimensions of marketing interrelationships by combining Sharia marketing with marketing architecture so that it can increase sales of the Bulak Fish Center MSME Business Actors by forming a character of business actors and customers to experience a trade service, developing a marketing information system related to sharia marketing theory and Architecture, educating business actors and potential customers about sharia marketing and architecture as well as collecting primary and secondary data through observations, surveys and questionnaires.  The second year is to provide an analysis of the refinement of dimensional concepts related to sharia marketing and architecture at Sentra Ikan Bulak Kenjeran, by providing training and skills for business actors and customers as well, improving marketing services related to the relationship between sharia marketing and marketing architecture, establishing marketing models and provide theoretical refinement on the marketing dimension.  The implementation method applied was to use a sample size in this research of 100 respondents taken from business actors and customers of the Bulak Fish Center who had come to the Bulak Kenjeran Fish Center from one stand to another and had been determined in the research, namely at the Fish Center Bulak Kenjeran. This research uses quantitative and qualitative analysis through explanatory analysis method approaches or explanatory research, path analysis, using PLS version 3.0, from a finding it is hoped that positive results will be found and can describe a wider level of marketing quality and certainty so that it can help improving the economic level through sharia marketing and marketing architecture for the MSME Fish Center Bulak Kenjeran Surabaya.

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Diterbitkan

2024-12-28

Cara Mengutip

Kartika, C., Indrawati, M. ., & Utari, W. . (2024). CK THE ROLE OF DIGITALIZATION MARKETING, SHARIA BASED MARKETING, AND GREEN ECONOMY IN IMPROVING SUSTAINABLE AND INCLUSIVE ECONOMIC DEVELOPMENT IN MSMEs OF THE KENJERAN BEACH SURABAYA FISH SETRA DUE TO THE IMPACT OF THE COVID-19 PADEMIC: -. Seminar Nasional Dan Call For Paper 2023 Dengan Tema "Penguatan Kapasitas Sumber Daya Manusia Menuju Indonesia Emas 2045&Quot; PSGESI LPPM UWP, 11(1), 55–64. https://doi.org/10.38156/gesi.v9i1.367