STRATEGI PEMASARAN SYARIAH DAN PENINGKATAN PENJUALAN: STUDI KASUS BAKSO BANG KARIM BANGKALAN

Abstract

This study aims to evaluate the implementation of sharia marketing mix strategies at Bakso Bang Karim MSME in Karang Duwak Village, Bangkalan. Using a descriptive qualitative approach, data were collected through participatory observation, documentation study, and in-depth interviews with owners, employees, and customers. Data analysis was conducted inductively through data reduction, narrative display, and conclusion drawing. The results show that Bakso Bang Karim has integrated tawhid values and prophetic ethics (shiddiq, amanah, tabligh, fathanah) into the 4P marketing mix. The synergy between halalan thayyiban product quality assurance, price justice ('adl), trustworthy service, honest promotion, and digitalization adoption effectively strengthens customer engagement and triggers Word of Mouth (WOM). This strategy has significant implications for increasing sustainable sales volume and achieving business blessings (falah).