ANALISIS PENERAPAN STRATEGI PEMASARAN SYARIAH DALAM MENINGKATKAN PENJUALAN PRODUK REOMAH BROWNIES JAMBI

Abstract

This study aims to analyze the implementation of Islamic marketing strategies in increasing product sales at Roemah Brownies Jambi. The research is motivated by the importance of applying Islamic values in marketing activities to build consumer trust and enhance business competitiveness. The research method used is field research with a descriptive qualitative approach. Data were collected through observation, interviews, and documentation involving the owner, employees, consumers, and resellers of Roemah Brownies Jambi. The findings indicate that the Islamic marketing strategy implemented integrates the values of shiddiq (honesty), amanah (trustworthiness), fathanah (wisdom), and tabligh (communicativeness) in marketing activities. In addition, the company applies the Islamic marketing mix consisting of product, price, place, promotion, people, process, and physical evidence. The implementation of these strategies successfully increases consumer trust, strengthens customer loyalty, and contributes to higher product sales. The challenges faced include increasing business competition, changing consumer trends, and maintaining consistency in implementing Islamic values. This study concludes that Islamic marketing strategies play a significant role in increasing sales while ensuring sustainable business growth.