Analisis Islamic Marketing Mix dalam Menarik Minat Beli Konsumen di Food Court Pasar Baru Magetan

Abstract

Consumers' buying interest occurs after receiving incentives from the products they see. In the Islamic Marketing Mix there are several elements that influence consumer purchasing decisions, namely product, price, location, promotion, people, process. , physical evidence (physical evidence), promises (Promise), and Patience (Patience). The problem that occurred was a decrease in consumer buying interest at the Pasar Baru Magetan food court. Low knowledge about a particular food court can also be a factor that causes a decrease in consumer buying interest. The aim of this research is to determine the efforts of the Pasar Baru Magetan food court in attracting consumer buying interest from an Islamic Marketing Mix perspective and also the impact of consumer buying interest arising from the establishment of the Pasar Baru Magetan food court. The type of research used by the author is field research, using a qualitative approach. The techniques used in the data collection process in this research include observation, interviews and documentation. This research shows that the marketing carried out at the Pasar Baru Magetan food court is in accordance with the Islamic Marketing Mix. Even though the majority of sellers at the Pasar Baru Magetan food court are Muslim and the raw materials are labeled halal, there are several important factors that need to be ensured to truly guarantee halal food. Factors that influence buying interest in these places include age, gender, new taste, and comfort. The positive impact of the improvement efforts carried out is in increasing comfort, cleanliness and better spatial planning. Apart from that, the reopening of the fountain also provides a different and interesting feel. However, there are also negative impacts that need to be considered, such as difficulties for elderly people who cannot climb because of high stairs, and conflicts between management and parking attendants.