Sharia Marketing Strategy of Pentol Muallam to Increase Consumer Buying Interest in Ellak-Laok Village, Lenteng District

Abstract

This study aims to evaluate the implementation of a marketing strategy based on sharia values at the Pentol Muallam business unit in an effort to increase consumer buying interest in Ellak-Laok Village, Lenteng District. Utilizing a qualitative methodology with a descriptive approach, data were collected through field observation techniques, documentation, and in-depth interviews with the business owner and customers. The data analysis process adopted the Miles and Huberman framework, which includes data reduction, data display, and drawing conclusions. The results of the study indicate that marketing effectiveness is driven by consistency of taste, inclusive pricing policies, strategic locations, and the optimization of promotions through social media and direct testimonials (word-of-mouth). Furthermore, the internalization of Islamic ethical principles such as integrity, transparency, justice, and halal assurance has proven to be a crucial instrument in sustainably strengthening consumer trust and loyalty.