IMPLEMENTASI ETIKA BISNIS ISLAM DALAM MARKETING MIX 7P (STUDI KASUS DI AZZAHRA SALON & SPA MUSLIMAH DI JL. NYAI AHMAD DAHLAN NO. 63 YOGYAKARTA)

This research was conducted with the aim of examining the implementation of Islamic business ethics in the 7P marketing mix (product, price, promotion, place, person, physical evidence, process) at Azzahra Salon & Spa Muslimah. The research method used is descriptive qualitative. The data used in this study are primary data in the form of semistructured interviews with leaders, operational managers, staff (hairdressers), and several Azzahra customers and secondary data in the form of documents available in Azzahra and scientific journals. The results show that in understanding the management of his business, Azzahra bases himself on the principles of Islamic business ethics. In implementing Islamic business ethics in the 7P marketing mix, Azzahra applies the six principles of Islamic business ethics, namely: relying on the provisions of Allah SWT, being honest, selling good quality goods, being friendly and generous, building good relations between colleagues, setting prices transparently. There are inhibiting factors in the application of the principles of Islamic business ethics so that they are not optimal. In addition, Azzahra is in an effort to optimize its supporting factors by inviting outside tutors / trainers to broaden their knowledge of human resources.