An Analysis of Islamic Business Ethics on Marketing Strategies for Mama Irus' Legit Layer Cake Business in Martapura

Siti Nurluthfia; Rusdiana; Iin Muyasarah

Authors

Siti Nurluthfia Institut Agama Islam Darussalam Martapura Author
Rusdiana Institut Agama Islam Martapura Author
Iin Muyasarah Institut Agama Islam Martapura Author

Keywords:

Islamic Business Ethics, Mama Irus' Legit Layer Cake, Marketing Strategy

Abstract

In the face of increasingly fierce business competition, implementing effective marketing strategies in accordance with Islamic values is crucial for achieving blessings and business sustainability. This study aims to analyze the implementation of marketing strategies in the Kue Lapis Legit Mama Irus business and assess their compliance with the principles of Islamic business ethics. The type of research used is descriptive qualitative with field research. Data were collected through in-depth interviews with the business owner, direct observation of the production and marketing processes, and related documentation. Data analysis was carried out using data reduction, data presentation, and conclusion drawing techniques. The results show that the Kue Lapis Legit Mama Irus business implements a marketing strategy that includes the 4P marketing mix (product, price, place, promotion). The products offered are of good quality and use halal ingredients. The prices are set competitively and in accordance with product quality. Placement and distribution are carried out in an efficient manner and reach consumers well. Promotion is carried out through social media and word of mouth with a communicative and honest approach. From an Islamic business ethics perspective, this business has implemented principles such as shiddiq (honesty), amanah (trustworthiness), and tabligh (communication) in every aspect of its marketing strategy. No practices contrary to Islamic teachings, such as fraud, cheating, or undercutting, were found.

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