STRATEGI PEMASARAN DAN PENGEMBANGAN BISNIS BERBASIS NILAI-NILAI ISLAM DI PONDOK PESANTREN ABDUSSALAM KABUPATEN KUBU RAYA KALIMANTAN BARAT
DOI:
https://doi.org/10.30997/al-kaff.v4i3.21903Keywords:
Business, marketing, human resourcesAbstract
Pondok Pesantren berkontribusi dalam perkembangan sosial dan ekonomi masyarakat. Di era globalisasi, Pondok Pesantren harus lebih mudah beradaptasi, terutama dalam pengembangan unit bisnis sesuai dengan prinsip-prinsip Syariah. Penelitian ini dilakukan bertujuan untuk mengetahui strategi pemasaran dan pengembangan bisnis berdasarkan nilai-nilai Islam di Pondok Pesantren Abdussalam Kabupaten Kubu Raya Kalimantan Barat. Metode yang digunakan adalah metode kualitatif menggunakan analisis SWOT, pengumpulan data dan teknis analisis. Hasil penelitian dalam memaksimalkan kekuatan, meminimalkan kelemahan, memanfaatkan peluang dan menghindari ancaman, unit bisnis dapat melakukan banyak strategi. Beberapa strategi yang dinilai sangat penting yang perlu dijalankan oleh unit bisnis diantaranya adalah mempertahankan identitas SDM yang beretika baik dengan terus mengupgrade skill SDM agar bisa meningkatkan pelayanan dan pemasaran di era digital. Dalam hal ini penelitian menunjukkan bahwa unit bisnis perlu menambah pendanaan agar bisa mempercepat pengembangan skill SDM dan penyempurnaan sistem yang dipakai. Penelitian ini diharapkan dapat menjadi bahan evaluasi bagi Unit Bisnis Pondok Pesantren Abdussalam serta dapat menjadi rujukan dalam pengembangan bisnis berbasis pesantren.
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