Skripsi yang berjudul Analisis RBV (Resource Based View) Terhadap Competitive Advantage dalam Perspektif Ekonomi Islam (Studi Kasus Rita Fashion Desa Sendangrejo, Kecamatan Parengan, Kabupaten Tuban) ini merupakan penelitian lapangan untuk menjawab pertanyaan bagaimana penerapan RBV (Resource Based View) terhadap competitive advantage di Rita Fashion Tuban serta untuk mengetahui bagaimana penerapan RBV (Resource Based View) terhadap competitive advantage dalam perspektif ekonomi Islam di Rita Fashion Tuban. Penelitian ini menggunakan penelitian kualitatif dengan jenis penelitian lapangan (field research) yang bersifat deskriptif analisis dengan memberikan gambaran atas permasalahan yang terjadi di lapangan, yang selanjutnya dianalisis untuk menghasilkan kesimpulan. Data primer didapatkan dari wawancara dan data sekunder berasal dari perpustakaan, jurnal, dan website. Teknik pengumpulan data dalam penelitian ini adalah wawancara, lebih tepatnya wawancara semi terstruktur kepada owner online shop Rita Fashion Tuban. Hasil dari peneitian ini adalah (1) online shop Rita Fashion memiliki keunggulan biaya dan keunggulan diferensiasi sebagai sumber keunggulan kompetitif serta memaksimalkan potensi sumber daya yang dimiliki dengan melakukan pelatihan dan briefing setiap sebelum memulai pekerjaan. (2) sesuai dengan konsep persaingan menurut Islam, Rita Fashion memandang pesaing sebagai benchmark (tolak ukur) untuk memotivasi bukan untuk mematikan usaha pesaingnya. Kata Kunci: Resource Based View, Competitive Advantage, Persaingan, Sumber Daya Insani.

This research entitles An Analysis of RBV (Resource Based View) at the Competitive Advantage in Perspective of Islamic Economy (A Case Study of Rita Fashion Sendangrejo Village, Parengan District, Tuban Regency), this is field research to answer the question of how the implementation of RBV (Resource Based View) at the competitive advantage in Rita Fashion Tuban and also to find out how the implementation RBV (Resource Based View) at the competitive advantage in the perspective of Islamic economy in Rita Fashion Tuban. This research uses a qualitative research by using the type of field research which is a descriptive analysis by giving a representation based on the problem that occurs in the field, next it will be analysed to draw the conclusion. The primary data is obtained from the interview and the secondary data is from library, journal, and website. The technique of collecting the data in this research is interview, particularly semi-structured interview to the owner online shop of Rita Fashion Tuban. The results of this research are (1) Rita Fashion online shop has the excellence of the cost and the excellence of the differentiation as the source of competitive advantage and also maximizing the potential of the resources that are possessed by conducting the training and briefing before starting work. (2) It is appropriate to the concept of competition in Islam, Rita Fashion views the competitor as benchmark to motivate not to turn off the competitor’s business. Keywords: Resource Based View, Competitive Advantage, Competition, Human Resources.

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