Sharia Marketing Strategy in Increasing Product Sales (Case Study of Mawar Brand Pecel Seasoning MSME, Jorongan Village, Leces District, Probolinggo Regency)

Lailatul Mukarromah; Maula Nasrifah; Yeni Kartikawati

doi:10.63922/ijebir.v5i03.3402

Lailatul Mukarromah Zainul Hasan Genggong Islamic University
Maula Nasrifah Zainul Hasan Genggong Islamic University
Yeni Kartikawati Zainul Hasan Genggong Islamic University

DOI: https://doi.org/10.63922/ijebir.v5i03.3402

Keywords: Sharia Marketing, MSMEs, Marketing Strategy, Sales, Islamic Business Ethics

Abstract

This research examines the application of sharia marketing strategies to boost sales for the Bumbu Pecel Cap Mawar MSME in Jorongan Village, Leces District, Probolinggo Regency. Adopting a qualitative case study method, it delves deeply into marketing practices rooted in Islamic principles within a micro-business setting. Data collection involved in-depth interviews, participatory observation, and document reviews, engaging business owners, staff, customers, and distributors. Findings reveal consistent integration of sharia values honesty (ṣidq), trustworthiness (amanah), justice ('adl), and transparency across key marketing elements like product, pricing, distribution, and promotion. These principles foster consumer trust and loyalty, driving sales stability and expansion amid intense competition and post-pandemic effects. Key enablers include superior product quality, halal certification, and solid customer ties, while barriers include counterfeit products and volatile raw material costs. Ultimately, the study affirms sharia marketing's dual role as both an ethical framework and a potent competitive tool for enhancing MSME sales outcomes.

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