Manajemen Pemasaran Syariah Berbasis Digital pada Homestaydi Lombok Sebagai upaya Peningkatan Wisata Halal

Novi Yanti Sandra Dewi

Abstract


Abstract: The rapid development of technology requires business actors to be able to take advantage of it, so they are required to be creative in utilizing these technological advances. The homestay business in Lombok is no exception. Moreover, with the inclusion of Lombok as an area that offers halal tourism. However, homestays in Lombok, especially in Kuta Village, have not been able to take full advantage of this technology. Therefore, it is necessary to conduct an in-depth study through qualitative research on digitalization according to Islamic law in the homestay business in Kuta Village, which is later expected to develop halal tourism in Lombok. Data was collected through observation, interviews, and supported by related data, using Miles and Huberman's data analysis techniques. The results show that most homestay managers promote their homestay on agoda, booking.com, traveloka, and oyo applications.

Abstrak:Perkembangan teknologi yang begitu pesat menuntut para pelaku usaha untuk dapat memanfaatkannya, sehingga dituntut untuk kreatif dalam memanfaatkan kemajuan teknologi tersebut. Tak terkecuali dalam bisnis homestay di Lombok. Terlebih lagi dengan masuknya Lombok sebagai kawasan yang menawarkan wisata halal. Akan tetapi, homestay di Lombok khususnya di Desa Kuta belum dapat memanfaatkan teknologi ini secara maksimal. Oleh karena itu, perlu dilakukan kajian mendalam melalui penelitian kualitatif tentang digitalisasi sesuai syariat Islam pada usaha homestay di Desa Kuta, yang nantinya diharapkan dapat mengembangkan wisata halal di Lombok. Pengumpulan data dilakukan melalui observasi, wawancara, dan didukung oleh data terkait, dengan menggunakan teknik analisis data Miles dan Huberman. Hasil penelitian menunjukkan bahwa sebagian besar pengelola homestay mempromosikan homestay mereka di aplikasi agoda, booking.com, traveloka, dan oyo.


Keywords


Management, Sharia Marketing, Digital, Homestays, Halal Tourism

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