STRATEGI PEMASARAN PRODUK UMKM PIA (NURIS) PROBOLINGGO DALAM MENINGKATKAN PENJUALAN MELALUI PERSPEKTIF ETIKA BISNIS ISLAM
Abstract
ABSTRACT
This research explores the marketing strategies of the Pia Nuris MSME in Probolinggo to enhance sales through the perspective of Islamic business ethics, an approach increasingly relevant in the value-conscious global market. Employing a descriptive qualitative research methodology, this study delves deeply into Pia Nuris' marketing practices through direct observation and interviews with its managers. The findings reveal that Pia Nuris has successfully integrated the principles of Islamic business ethics—honesty (shiddiq), trustworthiness (amanah), fairness (adil), Islamic value-based promotion, ukhuwah (brotherhood) partnerships, public welfare (maslahah), and blessed innovation—into every aspect of their marketing. This implementation is not limited to product, pricing, location, and promotion strategies but also permeates partnerships and social responsibility. The uniqueness of this research lies in its comprehensive analysis of how Islamic values are translated into daily business practices, resulting in a marketing model that not only boosts sales but also builds customer trust and loyalty. Furthermore, this study demonstrates that Pia Nuris acts as an agent of socio-economic change through community empowerment and contributions to community welfare. The research results provide valuable insights for other MSMEs looking to adopt an ethical and sustainable business model, as well as for academics and practitioners interested in the intersection of business ethics and marketing within the context of the Islamic economy.
Keywords: Marketing Strategy, Pia Nuris. Islamic Business Ethics
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Authors
Copyright (c) 2025 Irma Wati, Reza Hilmy Luayyin
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