An analysis of sharia-based marketing strategies of Madurese stall MSMEs in Malang

Abstract

This study aims to analyze the implementation of sharia marketing strategies among Madurese stall MSMEs (Warung Madura) in the Malang region. The primary objective is to examine how the principles of sharia marketing, such as honesty (sidq), fairness (adl), and transparency (amanah), are applied in the daily marketing activities of Madurese stall entrepreneurs and how these practices influence their business competitiveness and sustainability. A descriptive qualitative approach was employed in this research, utilizing interviews, observations, and documentation as data collection techniques. The participants consisted of several Madurese stall owners operating in various locations across Malang. The findings indicate that most Madurese stall entrepreneurs have begun to adopt sharia-based marketing values in their business operations. These include promoting halal products, setting fair and reasonable prices, and providing honest, transparent, and trustworthy services to customers. Such practices have not only enhanced consumer confidence and loyalty but also strengthened the competitive position of Madurese stalls amid the growing presence of modern retail businesses and digital marketplaces. However, the study also identifies several ongoing challenges. Many entrepreneurs still exhibit limited literacy in sharia marketing principles and face difficulties in implementing innovative promotional strategies that align with sharia values. To address these issues, the study recommends continuous education, training, and mentoring programs for MSME actors. Through these initiatives, the implementation of sharia marketing can be further optimized, enabling Madurese stalls to achieve sustainable growth and greater competitiveness in an increasingly dynamic business environment.

Keywords: sharia marketing, Madurese stall, MSMEs, Islamic business ethics, customer loyalty, sakera, arisan