“MARKETING MIX IN ISLAMIC PERSPECTIVE” Eva Siti Ropiah Fakultas Ekonomi Islam Pascasarjana IAIN Syekh Nurjati Cirebon Jl. Perjuangan By Pass Sunyaragi Cirebon 45132 E-mail: evasitiropiah@gmail.com Abstract There are so many concepts of strategy in business has to offer. A businessman can apply the concept of strategy in their business. Strategies that can be implemented by businesses is a strategy of the marketing mix. Marketing mix strategy sharia is a strategy/method in applying the 4 P, which consists of product, price, promotion and places an undertaking which are managed by the business.This paper explains how marketing mix in Islamic perspective, which in its implementation must be in accordance with the rules applicable in muamalah, these rules do not harm consumers and producers. Keyword: marketing mix, Islamic perspective JEL classification: D40, L11, M31, Z12 1. Introduction Business is one of the activities that require serious understanding, from planning what will be done, organize the business, the actualization of the business, as well as control after the business running. In business, an important task of the marketer is able to provide what is needed by the public/consumers. In providing the needs of the community, first marketers can conduct market research. So that the product created can be desirable and beneficial to society. These products are created to be a superior product and quality because in business competition is always there. If the product is created does not have the advantage, then get ready just created a product that will experience a decline in sales. If a business has decreased sales, then that business should strive to take steps or a corrective way to save the business is being run. Steps that can be done by the business is to do the strategy so that the goal in business to make a profit and prosperity can be achieved. A businessman can do strategy by learning from the past experiences of other businesses or can create their own strategies. There are so many concepts of strategy in business has to offer. And a businessman can apply the concept of strategy in their business. Strategies that can be implemented by businesses is a strategy of the marketing mix. Marketing Mix Strategy will certainly be very interesting when seen in the perspective of sharia, so it will be able to create a strategy that really qualified, which can be relied upon in advancing the marketing sector in particular and the economy in general. then, how the marketing mix in Islamic perspective? 2. Literature Review a. The Effect Of Marketing Mix on Customer Satisfaction: A Literature Review from Islamic Perspectives (Rahman, 2015): Customer satisfaction is one of the important factors for the success of the company. Islam provides a complete way of life. It packs all the features and keeping mankind not need 'crime' of society. This paper discussed Page 1