QS. AN-NISA’ AYAT 29: STRATEGI PEMASARAN DENGAN MEDIA SOSIAL

Abstract

The purpose of this study was to determine the marketing strategy used by el-hilyah Karawang. This type of research is qualitative with an ethnographic approach. Data was taken by observation in the form of participant observation to the owner and head of the marketing team. The results of the study explain the marketing strategy used by el-hilyah karawang through social media by using visual designs on el-hilyah products. Production and sales activities are carried out by the owner himself at the el-hilyah outlet located in Cikampek housing, Karawang, such as buying materials, designing models, sewing, packaging, and shipping goods. The scope of marketing strategy theory is limited to marketing on social media (Instagran, Facebook, and Whatsapp), because the nature of the market is very dynamic and demands fast changes, requiring the right steps so that el-hilyah products can survive and win the competition. Using visual design to create relationships with consumers who control brand image, not only displays promotions for products, it also provides consumers with an understanding of how to dress in Islam with interesting content every day. El-hilyah considers that by displaying communicative product photos, using visual designs can certainly get more benefits than those who only display product photos carelessly.