Section Articles

7P Marketing Strategy in the Perspective of Islamic Law: A Case Study on Motorcycle Spare Parts Sales at UD Agung

https://doi.org/10.32505/jurisprudensi.v17i1.9698
Arjuna Arjuna
junapangestu99@gmail.com (Primary Contact)
UIN Sumatera Utara, Medan, Indonesia
Muhammad Ikhsan Harahap
UIN Sumatera Utara, Medan, Indonesia
Nurbaiti Nurbaiti
UIN Sumatera Utara, Medan, Indonesia

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Submitted
Oct 24, 2024
Accepted
Feb 28, 2025
Published
Feb 28, 2025
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Abstract

Ideally, marketing strategies in Islam should be fair, honest, and transparent, avoiding any form of deception. However, in reality, many businesses focus more on competition without considering Sharia aspects. This study aims to analyze the implementation of the 7P marketing strategy at UD Agung in increasing motorcycle spare parts sales from an Islamic law perspective. The research uses a descriptive qualitative method through observation, interviews, and document analysis. The findings reveal that an integrated 7P strategy successfully increased sales by 35%, supported by product diversity, competitive pricing, effective promotions, e-commerce expansion, human resource development, business process improvements, and store renovations. From an Islamic law perspective, this strategy is generally in line with Sharia principles, particularly in price transparency and product quality. However, the promotional aspects need evaluation to avoid manipulation. This study concludes that a customer-oriented 7P strategy can enhance sales and customer loyalty while aligning with Islamic law if conducted ethically.

Keywords

Marketing Strategy 7P UD Agung Islamic Law

Article Details

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How to Cite
Arjuna, A., Harahap, M. I., & Nurbaiti, N. (2025). 7P Marketing Strategy in the Perspective of Islamic Law: A Case Study on Motorcycle Spare Parts Sales at UD Agung. Jurisprudensi: Jurnal Ilmu Syariah, Perundang-Undangan Dan Ekonomi Islam, 17(1), 192-205. https://doi.org/10.32505/jurisprudensi.v17i1.9698

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