Analisis Strategi Marketing Syariah Dalam Menghadapi Persaingan Bisnis Pada 212 Mart Cabang Rumbai Di Pekanbaru

This study aims to determine the analysis of Islamic marketing strategy at 212 Mart Rumbai branch in Pekanbaru. To reveal these problems, the authors use field research methods with a qualitative approach with primary and secondary data sources to provide information. The informants used in the study were 15 people. Data collection is done by conducting direct interviews with 15 people who have been determined. Sampling using purposive sampling technique. The results of this study indicate that: Outlet 212 Mart Rumbai branch in carrying out business activities guided by Islamic sharia, every time for fardhu prayer, Outlet 212 Mart Rumbai branch will close for 15 minutes. The 212 Mart outlet does not sell some products such as cigarettes, contraceptives, alcoholic beverages and products that have no benefits. In carrying out the marketing strategy of 212 Mart, the Rumbai branch has implemented a competitive product and price strategy. The weakness of the Rumbai branch's 212 Mart strategy lies in the promotion strategy and the large number of competitors that existed earlier than the Rumbai branch's 212 Mart Outlet