STRATEGI PEMASARAN ISLAMI BERBASIS HALAL DAN THAYYIB DALAM MENINGKATKAN KEPERCAYAAN KONSUMEN PADA UD MITRA JAMUR

Abstract

The growing awareness of Muslim consumers regarding the importance of halal and thayyib products has urged business actors, particularly MSMEs, to integrate Sharia values into their marketing strategies. This study aims to analyze the implementation of Islamic marketing strategies based on halal and thayyib principles at UD Mitra Jamur and examine their impact on consumer trust. This research employs a qualitative approach with a descriptive design. Data were collected through in-depth interviews, observation, and documentation, and analyzed using source triangulation techniques. The findings reveal that the marketing strategy is conducted ethically and adaptively through both direct and digital promotion, the application of halal and thayyib principles throughout the production process, and quality control based on standard operating procedures (SOPs). Consumers responded positively, driven by confidence in the cleanliness, safety, and Islamic compliance of the products. The implementation of values such as shiddiq (honesty), amanah (trustworthiness), tabligh (transparency), and fathanah (wisdom) has significantly shaped positive perceptions of the producer. This strategy has proven effective in strengthening consumer loyalty and building emotional and spiritual trust in the product. In conclusion, the Islamic marketing strategy implemented by UD Mitra Jamur contributes significantly to building sustainable relationships with consumers. The study recommends that other MSMEs adopt similar approaches by integrating Sharia-based values across their business operations to enhance competitiveness in the growing halal market segment.