DA’WAH AS A MARKETING STRATEGY (STUDY ON “ FATHIMAH COLLECTION” BUSINESS, JOMBANG)

: Da'wah, in Islamic teachings, is the process of spreading good things. Even when doing business. Business must also be done well and honestly so the company becomes a blessing. Da'wah as a marketing strategy is also permissible as long as it does not go beyond Islamic law and must invite people to goodness. This was done by Fathimatuz Zahroh, the owner of the Fatima Collection business selling Muslim clothing in Jombang, who is known for preaching through his company. This study aims to see how Fatima's form of da'wah is used for her business and what marketing strategies are implemented at the Fathimah Collection. This research uses qualitative methods with field studies which will later analyze the form of da'wah and is strengthened by the marketing mix theory by Kolter & Armstrong (2016). The results of this study are the da'wah carried out by Fatima in her Fathimah Collection business, namely Bil-Lisan preaching, Bil-Qolam preaching, and Bil-Hal preaching. In contrast, the marketing mix strategy carried out by Fathimah Collection includes product selection, price setting, selection of places (place), and implementation of promotions (promotion).


INTRODUCTION
Da'wah is an obligation for Muslims because it is the breath and source of the Islamic movement.With da'wah, Islamic teachings can spread evenly in society, which began at the time of the Prophet Muhammad-continued to his friends, then on to the next generation until now.The order to carry out da'wah is explained in several texts, both from the Koran and hadith.Commands from the Koran, among others, are said in QS.Ali Imran (3): 1042 : Allah Subhanahu wa Ta'ala says: Let there be a group of people among you who call upon virtue, order (do) what is good, and prevent what is wrong.They are the lucky ones..Āli 'Imrān [3]:104 3 .
The success of da'wah will also be significantly influenced by personal and external factors, one of which is flight hours or experience.It is essential to have this flying hour.To be called experienced, a preacher (spiritual marketer) must have the courage to try in the early stages.After courage appears, the process of da'wah (marketing) will run continuously and naturally so that it becomes an inseparable part of life. 4.Da'wah is only sometimes through oral means, lectures, sermons, or speeches on the pulpit.But there is one that is no less effective, namely Bil-Hal (deeds).Bil-Hal da'wah strategy is undoubtedly carried out by showing the face of Islam that is more applicable, operational, and useful works worthy of being role models for others.Da'wah Bil-Hal is also based on concepts, values, and norms included in muamalah activities, such as the business world, social activities, educational culture, and others. 5.
Prophet Muhammad SAW is the most appropriate and perfect example of doing Islamic business.The figure of Muhammad Saw, known by Muslims, is limited to his spiritual teachings and all aspects of his life from birth until death.
Allah SWT educated his strength since childhood by living as an orphan.Prophet Muhammad SAW began to hone his entrepreneurial mentality by becoming a 3 Lajnah Pentashihan Mushaf Al-Qur'an, Qur'an Kemenag, Qur'an Kemenag,Go.Id, 2023,  https shepherd.By becoming a shepherd, Nabi Muhammad SAW got a wage to lighten a bit of the burden on his uncle.He wants to earn and be independent, not just sit around or play. 6.According to research 7 His hard work influenced the business success obtained by the Prophet Muhammad SAW.A successful business cannot be separated from aspects of trust related to ethics.Business ethics that are applied by the Shari'ah and guided by the ethics of the Prophet Muhammad SAW will benefit everyone; besides that, business ethics includes five concepts: monotheism, balance, justice, freedom, and accountability.Furthermore, business ethics that are carried out according to the Shari'ah will positively impact various aspects such as legal aspects, environmental aspects, social aspects, financial aspects, marketing aspects, as well as management and human resources (HR) aspects.An essential foundation of the Prophet Muhammad SAW in running a business and daily life is based on the commands contained in the Qur'an.The purpose of the Prophet Muhammad SAW to do business was not to seek profit alone, but he made the company a means of preaching to the business people around him.
Islam also teaches us to do business and seek sustenance.Allah appeals to his servant so that his servant's life will be better and prosperous by seeking care in a good and lawful way.This human will feel happiness and live in peace because of the sustenance that is obtained in a halal way.
Allah Subhanahu wa Ta'ala says: We make the night a garment.An-Naba' [78]:10 8 We made the day to make a living.An-Naba' [78]:11 9 Based on the verse above, Allah SWT teaches us to balance seeking sustenance for life and resting.The night is used for sleeping to recover energy, and during the day, working to use power to earn a living by trading or doing business.
As Muslims, we must do business according to the religious rules practiced by the Prophet Muhammad SAW.The company exemplified by the Prophet Muhammad SAW is oriented to wealth and seeks Allah SWT's main pleasure.Thus, the sustenance we earn can be a blessing.Moreover, doing business may involve many people, so as much as possible, not to harm other people. 10.According to 11 The business concept was applied by the Prophet Muhammad SAW.so that he achieved great success and can be used as a reference for today's business people.and brands, value and satisfaction, channels and marketing, relaxed supply, competition, and marketing environment15 .Undoubtedly, any organization that cannot profit from producing and delivering customer products and services is doomed to failure and decline.Selecting the best marketing strategy requires a sound understanding of the business environment, marketing arrangements, theoretical and practical marketing domains, customer needs and behavior, and competitors' market status and strategies.This is where an organization can find the best sales strategy to make more money.One of the tools used to manage the effectiveness of the marketing strategy is the marketing mix 16 .The marketing mix is the foundation of marketing theory that combines various marketing elements and tools to help organizations achieve their marketing goals17 .
Kotler and Armstrong define marketing as a process by which companies create value for customers and build strong customer relationships to obtain value from customers in return.So, marketing, apart from attracting new customers, as well as building relationships with old customers (after sales) so that these mutually beneficial relationships can be developed built over a long period.After determining its overall marketing strategy, a company is ready to start planning the details of the marketing mix, or marketing mix, as one of the main concepts in modern marketing.The marketing mix is a set of tactical marketing tools consisting of product, price, place, and promotion elements, known as the 4Ps, that the company combines to produce the response it wants in the target market.The marketing mix consists of everything the company can do to influence the demand for its product18 .
From an Islamic economic perspective, marketing is part of muamalah.It is permissible in Islam as long as it is still adhering to Islam's rules and staying away from its prohibitions.Inner honesty trading must be placed within the framework of measurements originating from teachings of Islam, namely Al-Qur'an and As-Sunnah.Therefore, the Islamic value system underlying trading behavior is an important issue to be disclosed.Because Sharia marketing is the highest level of marketing, namely spiritual marketing, where ethics, values, and norms are upheld, these things are often violated in conventional marketing, thus causing, In the end, many consumers to be disappointed with the products or services that have been purchased because it is different from what has been promised by the marketers 19 .
This research examines the form of da'wah through business by Fathimah Collection and how Fathimah Collection carries out the marketing strategy.To analyze marketing strategy, researchers use the marketing mix theory by 20 , that the marketing mix includes product, price, place, and promotion.

RESEARCH METHOD
This study uses a descriptive qualitative method with field studies.From the statements of Zakiyyah and Nuri as customers of the Fathimah Collection when they were met by researchers shopping for Muslim clothes at Fatima's house, it can be concluded that Fatima is known as a polite person and good at reciting the Koran.As well as constantly reminding its customers to obey the commands of Allah SWT.Zakiyyah said Fatima's preaching was peaceful, so it was not forced.Fatima also always gives her opinion when a customer asks how to dress appropriately according to Islam.This was at the customer's request because the customer knows that Fatima understands Islamic teachings and participates in the Da'wah community.Fatima, in her daily life, when she leaves the house, also wears clothes according to Islamic law (wears a headscarf to cover her hair, uses an inner so that her hair is not visible, a headscarf covers her chest, clothes are not tight and not see-through, and uses socks when leaving the house).distributor of a large and well-known Muslim fashion brand because she wanted to maintain the quality of the materials being sold.
Second, the pricing price will be able to affect the total revenue and costs offered 39 .The price is known to be inexpensive, and the price also varies according to the quality and model of the material.The price itself varies; there are headscarves; the average hijab here covers the chest, starting from IDR 45,000 to IDR 100,000, depending on material and the model of the hijab.For robes and prayer hijab starting from Rp. 100,000, as well as caps starting from Rp. 60,000 while koko clothes start from Rp. 100,000 to Rp. 350,000.So the sale proceeds do not make Fatima a loss because it has been calculated.
Third, a strategic location will be one of the advantages for the company because it is easily accessible to consumers 40 .The Fathimah Collection business is located in Jombang, East Java, more precisely at Fatima's house; Fatima still needs a permanent shop.Items for sale are neatly arranged at home.So, if anyone wants to buy, please come to the house to choose and see.Fatima also carries out cash on Delivery (COD), and Fatima also accepts Delivery via package courier services.
Fourth, Promotion, communicating persuasive information that attracts consumers about the products offered by the seller/manufacturer 41 .Fatima carried out the Promotion for her business, namely, the Fathimah Collection is still very basic because it still uses the word of mouth method, utilizes Instagram social media with the @fatimahcollection_ account, and posts its wares on the WhatsApp story.However, this makes the business turnover of Muslim clothing and accessories from Kokka wood in great demand in various circles. 39Hendrayani et al. 40 Hendrayani et al. 41 Hendrayani et al.

CONCLUSION
Da'wah is inviting you to do good.Da'wah is not only done during lectures at mosques or at recitation events.Da'wah can be done while doing business.As did the Prophet Muhammad SAW.The business attitude of the Prophet Muhammad SAW should be exemplified and emulated because of his honesty and generosity.
One of the businesses in Jombang, East Java, is Fathimah Collection, which always advises and reminds its customers to obey Allah SWT.
Fathimah Collection is a business of Muslim clothing and accessories from Kokkah wood.This business is exciting; Fathimatuz Zahroh, the company's owner, admits that his goal is to help his economy and preach.The da'wah being carried out is to show and inspire that wearing Muslim clothes, long clothes, covering the genitals, and using the headscarf does not interfere with appearance but will be more fashionable and up to date.Fatima also always writes quotes for her customers, which are included in the packaging of her products.These quotes contain Islamic sentences.
Another thing that makes her customers interested in her creations is Fatima's polite attitude and always giving customers bonuses.Meanwhile, for selling wooden accessories from Kokka wood, Fatima also provides paper containing the history of Kokka wood and its uses, as well as giving an understanding that Kokka wood is only wise if you want to ask for it.Ask for help only from Allah SWT.
The marketing strategy for Fathimah Collection Jombang consists of 4P Strategy, namely, products sold with the best quality selection, the price determined has been calculated so that there is income, a place in a private house that does not have a shop, and promotions (promotion) using word of mouth promotions, using Instagram, and story on Whatsapp.Even though the rise is still essential, your turnover is significant.
For example, when we are interested in investigating the reasons for human behavior (i.e., why people think or do certain things), we often speak of 'Motivation Research,' an essential type of qualitative research.Qualitative research is fundamental in the behavioral sciences, where the goal is to discover the underlying motives of human behavior 22 .Meanwhile, field research is research whose object is about symptoms or events that occur in community groups.This research can also be called case research or a case study with a qualitative descriptive approach.23.Fatima wants to inform her that women are required to wear the hijab according to Islamic law; when praying and using makes that are not see-through, women must cover their genitals.Meanwhile, men who dress politely wear sarongs and caps when praying.At the same time, accessories made from Kokka wood are sold by Fatima because if you look at the history, Kokka wood existed at the time of the Prophet Muhammad SAW.Fatimah also wanted to inspire women that wearing clothes according to Islamic law is very comfortable and still fashionable; this is in the interview as follows. 27, and so on.There are watches, bracelets, necklaces, prayer beads, and so on for accessories made from Kokka wood.Ring.Muslim clothing products, Fatimah collaborates with convection and several well-known Muslim clothing brandsmeanwhile, accessories from Kokka woodwork with artisans from Kudus.Da'wah is Fatima's marketing strategy by introducing Muslim and Muslimah fashion products that comply with Islamic law.Promotions currently being carried out by Fatima are through social media, Instagram, word of mouth, namely word of mouth, and advertising via WA status.For this data, Fathimah Collection does not have a shop yet.However, all the goods or products are in Fatima's private home so purchases can be made directly to the house, COD, or sent via package courier.because he was introduced to it by a friend in junior high school.And until now, many enthusiasts of Kokka wood accessories are from the Islamic boarding school environment and the surrounding community.Kokka wood is believed to have many benefits and is a way to get closer to God.Fatima always gives advice and writings to her customers when buying accessories from Kokka Wood, saying that when given a prayer, God willing, Kokka Wood will provide many benefits.This does not include acts of shirk but is a form of something that connects and brings something closer to another based on a strong desire to get closer.Of course, many ways can be used to get closer to the pleasure of Allah SWT (Wasilah).One of Fatima's customers, Zakiyyah and Nuri, also said that she first took off her hijab.Because seeing Fatima and Fatima's promotion on WhatsApp regarding the recommendation to wear the hijab in Islam Muslims, she made sure to wear the hijab.Zakkiyah and Nuri conveyed this in the interview: The qualitative research method is used to examine the condition of natural objects, where the researcher is a crucial instrument, data collection techniques are carried out by triangulation, data analysis is inductive, and qualitative research results emphasize meaning rather than generalization.21.Qualitative research deals with qualitative phenomena.The unit of analysis in this study is the Fathimah Collection Fashion Business, Jombang.Meanwhile, the instruments in this study were Fathimatuz Zahroh as the owner and Zakiyyah and Nuri as consumers or customers of the product.The location of this research is in Jombang, East Java.This research will analyze the form of Da'wah of Fathimatuz Zahroh through business and preaching as a marketing strategy.For the marketing strategy using the marketing mix theory of 24 , That is the marketing mix, according to Kotler and Armstrong, namely product, price, place, and promotion.Data analysis techniques in this study, according to 25 there are three types, namely:1.Data reduction, researchers obtained data from observations and interviews with the owner of the Fathimah Collection.In data reduction, researchers must be able to sort and classify the data to be analyzed.2.Presentation of Data, brief outlines, charts, and the like.In this case, Miles and Huberman use a qualitative approach, namely narrative text.a.RESEARCH RESULTSFathimah Collection is a Muslim fashion business located inJombang, East Java.The clothes sold are robes, dresses, Koko shirts, headscarves, and sarongs.Not only Muslim clothing, however, Fathimah Collection also sells accessories made from Kokka wood.Fathimatuz Zahroh, this business's owner, admits to selling to meet economic needs and preaching.This was conveyed in the interview as follows:Sebenernya jiwa bisnis itu sejak SMA saya sudah menjual jilbab baju tapi masih ambil-ambil dari orang.Hal ini saya lakukan sampai awal jadi mahasiswa.Nah, mualia berkembangnya bisnis ini berani stok dari tahun 2017 yang awalnya menjual jilbab saja dan Alhamdulillah lama-lama usaha ini berkembang sehingga, saya dapat menjual banyak produk pakaian muslim.Intinya saya menjual masih berkaitan dengan Islam.Saya jualan juga mengikuti jejak Nabi Muhammad SAW dari sejarahnya beliau seorang pedagang yang patut untuk di teladani agar usaha berkah.Kejujuran saya utamakan dalam usaha saya ini.saya kan ikut komunitas dai atau pendakwah.Saya dulu juga sering ikut lomba berdakwah dan saya juga seorang pembawa acara di acara pengajian, lamaran, kegiatan sekolah, dan lainnya.Karena saya kerja juga di depan public maka, hati dan akhlak saya juga harus baik, baik di dalam maupun di luar mbak.Nah, bisnis ini saya inginnya oh perempuan26From the interview above, Fatima already has experience selling headscarves and clothes since high school.However, she still takes goods from other people.Fatima started back with modest capital to stock goods in 2017.Fatima Zahroh, as the Fathimah Collection owner, follows the way of selling the Prophet Muhammad SAW; honesty is the primary key to business success.Activities in the preacher and preacher community made Fatima eager to provide religious knowledge to the broader community by doing business.Moreover, Fatima often hosts events like recitation activities, application events, school activities, and so on.From her activities and profession, Fatima has many relationships and is known by many people.Fatima used this to preach through her business so that it indirectly became a promotion for her business.Fatima's reason for selling Muslim clothing is that she also wears it.26(Zahroh,2023)Fromtheinterviewabove,itcanbe concluded that the products sold in the Fathimah Collection are robes, headscarves, makes, caps, sturdy clothes, skirts,28 (Zahroh, 2023)sarongsRegarding selling accessories from Kokka wood, Fatima also explained in the interview as follows :Kayu Kokka yang bener-bener asl ikan langkah ya mbak saya tertarik disitu.Saya beli saya pakai karena manfaatnya itu banyak untuk kesehatan juga.Terus kayu Kookah ini menurut saya adalah wasilah jadi misalnya tasbih dari kayu Kokka kita berikan doa, yang pasti berdoanya kepada Allah SWT.Pada intinya menjadi wasilaj untuk beribada dan berdoa ke[ada Allah SWT.Awalnya saya tmulai bisnis ini dari teman saya yang memberikan kontak pengrajin dari kudus lalu saya kembangkan membuka bisnis ini.Alhamdulillah penjualan sangat banyak apalagi dari keluarga pesantren, santri dan lingkungan pondok itu pelanggan saya karena belau-beliau tahu manfaat kayu Kokka.Selain itu di daerah rumah saya awalnya belum tau menjadi tau Alhamdulillah laku keras.Fathimah, the Fathimah Collection business owner, said that the Kokkah wood accessories business, because of her own will, started as a private user and then became a business owner of Kokka wood accessories.It cooperated with the Kokka wood craftsman29Zakiyyah, "Wawancara Kepada Pelanggan Fathimah Collection 18 Juni" (Jombang, 2023).

of Da'wah Carried Out in the Fathimah Collection Jombang Business.
However, her appearance remains fashionable because of her collection.Clothes that are used to keep up with the times.From interviews with Zakiyyah and Nuri, Fatima's da'wah can make her business more successful and advanced because it indirectly becomes good marketing, namely, building a good image for a business.Because of her honesty, kindness, and intention to preach every purchase, Fatima sometimes gives her customers bonuses in the form of inner and hand covers.According to Moh.Ali Aziz, in the book Science of Da'wah, broadly speaking, there are three types of da'wah: Bil-Lisan da'wah, Bil-Qolam da'wah, and Bil-Hal da'wah.31.In Fatima's Da'wah, her efforts, the Fathimah Collection forms her da'wah as follows.First, Bil-Lisan da'wah is religious lectures conducted by preachers that have tangible benefits or are just verbal information that has little influence on the object of da'wah.Bilisan da'wah can be effective, but it can also be ineffective or less effective.Da'wah with words, for example, debates, speeches, lectures, and so on 32 .