SHARIA MARKETING ANALYSIS IN NOOR HOTEL BANDUNG

Abstract

Currently sharia industry is showing growth fast enough due to Islam as guidelines of life has implemented on many sectors. This study aims to analyze the sharia marketing implementation of Noor Hotel. Noor Hotel was chosen because the hotel was the largest hotel with sharia concept in Bandung and obtained the positive responses from the guests.

The research was using qualitative method and explorative research approach. The data gathered from the observation, in-depth Interviews to leadership, marketing manager, employee and Noor’s Hotel consumers, and marketing literature study.

The result shows that Noor Hotel has executed the elements of sharia marketing mix. The entire elements was used as tools such as product, price, place, promotion, process, people, physical evidence, promise and patience, has done well to realize the value of Islamic values.

The suggestion is that Noor Hotel can be more promotions in several medias and adds kind of services which develop the potential of sharia hotel in the future. It also holds the sharia principles, so that can be reach the  wider markets.

Keywords: Sharia Marketing, Sharia Hotel, Noor Hotel