The Product Strategy of Afterwork Study at Masjid Al Lathiif Bandung
A Case Study
Abstract
Abstract: Masjid Al Lathiif in Bandung is actively involved in religious and educational activities. The regular program called "Afterwork Study" is held every Monday night, covering topics such as business, motivation, daily life issues, and mental health. Experts in their respective fields conduct these sessions. This research aims to describe the product strategy implemented by the mosque in the Afterwork Study program. Qualitative methods were employed, involving data collection through observation, interviews, and documentation. The findings reveal four effective product strategy points: 1) building a strong brand identity and brand equity, 2) thoughtful packaging with consideration for value impact, 3) a focus on delivering relevant and high-quality content, and 4) providing excellent services while creating a deep connection between participants and the program. This study is expected to contribute insights into the management and marketing of religious activities in a mosque.
Keywords: Al Lathiif Mosque, Afterwork, Product Strategy
Downloads
References
Assauri, Sofyan. Manajemen Pemasaran Jasa. Rajawali Pers. Jakarta., 2013.
Ayub, Moh. E. Manajemen Masjid. Gema Insani. Gema Insani, 2006.
Creswell, John W. Research Design : Qualitative, Quantitative, Mixed Methods Approaches. Research Design Third Edition. 3rd ed. SAGE Publications, Inc., 2016.
Kotler, P., and G. Armstrong. Principles of Marketing. The Economic Journal. Vol. 38, 2018.
Kotler, Philip, and Kevin Lane Keller. Marketing Management. Pearson Practice Hall, 2016.
Lupiyoadi, Rambat, and Dedy A. Hamdani. Manajemen Pemasaran Jasa. Ed. 2. Jakarta: Salemba Empat, 2014.
Mianoki, Adika. “Faidah Hadits Tentang Keutamaan Ilmu.” Muslim.or.Id.
Mubarakfury, Sofiurrahman. “Sejarah Hidup Dan Perjuangan Rasulullah; Disarikan Dari Kitab Ar Rahiqil Makhtum,” 2014.
Najib, Try Marifan. “Strategi Pemasaran Kegiatan Sosial Keagamaan Remaja Masjid.” Jurnal Dakwah 21, no. 1 (2020): 25–40.
Rahmawati. Manajemen Pemasaran. Mulawarman University Press, Samarinda, 2016.
Copyright (c) 2023 Proceedings of International Conference on Da'wa and Communication
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author(s) who publish with this proceeding agree to the following terms:
Author(s) retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this proceeding.
Author(s) are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this proceeding.
Author(s) are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See the Effect of Open Access).
The Proceedings of International Conference on Da’wa and Communication by the Da’wa and Communication Faculty of the Sunan Ampel State Islamic University Surabaya, Indonesia is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
