Sharia Economic Review of Hotel Promotion Mix Strategy (Case Study at the Neo Puri Indah Hotel, West Jakarta)

Abstract

This research focuses on the conduct of a Sharia Economic Review of the Hotel Promotion Mix Strategy of the Neo Puri Indah Hotel, West Jakarta. The study is anchored in six critical factors: the Neo Puri Indah Hotel’s status as an international subsidiary, intense price competition in the hospitality sector, the abundance of tourist attractions in West Jakarta, the hotel’s strategic location in the heart of the city, its occupancy rate recovery postpandemic, and the competitive landscape in marketing mix strategies within the hotel industry. A qualitative research methodology was employed, utilizing a case study approach with purposive sampling to select respondents. The findings reveal that the promotional mix strategy at Neo Puri Indah Hotel has been implemented in alignment with standard industry practices, including advertising, personal selling, sales promotions, direct selling, and public relations. From the perspective of Sharia economics, the hotel’s promotional activities meet several key principles. They adhere to the Justice aspect (‘Adalah) by providing accurate and truthful information and address the Benefit aspect (Maslahah) by offering value to consumers and the local community. However, the study identifies a shortfall in meeting the Balance aspect (Tawaazun) due to the hotel’s non-compliance with comprehensive Sharia-based hotel standards. This research underscores the importance of aligning promotional strategies with Sharia principles to create a balanced, ethical, and competitive approach in the hospitality sector, particularly for institutions operating within predominantly Muslim regions.