Integrasi Strategi 4P Dan Nilai-nilai Syariah Dalam Praktik Pemasaran Rumah Makan Di Yogyakarta

Abstract

This study analyzes the integration of the 4P marketing mix with Islamic (Sharia) values in the marketing practices of Depot Nasi DeMangan, a restaurant located in Yogyakarta. As a culinary city with a wide variety of food offerings and an increasing number of restaurants, Yogyakarta presents a highly competitive market. Therefore, it must implement effective marketing strategies to capture market share while upholding Sharia principles. This qualitative research finds that the restaurant applies the 4P marketing mix strategy (Product, Price, Place, Promotion) by incorporating Islamic values into each component. However, to remain competitive and sustain growth, continuous innovation is necessary to differentiate from other similar restaurants in the region.