ANALISIS STRATEGI PEMASARAN KARTU SELULER TRI DALAM MENINGKATKAN DAYA SAING PRODUK PADA BANGUN HARTA MANDIRI PEKANBARU DALAM PERSPEKTIF EKONOMI SYARIAH

Abstract

This study aims to analyze Tri's cellular card marketing strategy in increasing product competitiveness at PT. Bangun Harta Mandiri Pekanbaru from a sharia economic perspective. The main problem studied is how the implementation of sharia-based marketing strategies can strengthen Tri's competitive position amidst increasingly fierce telecommunications market competition. This study uses a qualitative method with a descriptive approach, where primary data is obtained through in-depth interviews with sales personnel and marketing managers of PT. Bangun Harta Mandiri, and supported by secondary data in the form of literature related to marketing strategies and sharia economics. The results of the study indicate that the implementation of marketing strategies based on sharia economic indicators, namely cost efficiency, competitive prices, service quality, and product diagnostics can significantly increase the competitiveness of Tri products. The strategies implemented include market selection based on consumer needs research, fair pricing, equitable product distribution, and transparent and educational promotions. The application of honesty, fairness, empathy, and morals in marketing has been proven to build customer loyalty and strengthen Tri's position in the Pekanbaru market, with the student and student segments being the most responsive market to various savings promotions and innovative digital services.