Optimalisasi Strategi Pemasaran Produk Halal pada UMKM: Pendekatan Etika Bisnis Syariah

Abstract

This study aims to analyze the marketing strategy of halal products applied by Micro, Small and Medium Enterprises (MSMEs), and evaluate the extent to which the principles of Sharia business ethics are integrated in these marketing practices. The approach used is descriptive qualitative with Case Study Method. The Data was collected through in-depth interviews, field observations, and documentation on five MSMEs in West Java that have been certified halal. The results showed that marketing strategies implemented by MSMEs generally focus on digital promotion and communication of product value, but have not fully emphasized the halal aspect as the main selling point. In practice, most MSMEs have implemented Sharia business ethics principles, such as honesty in conveying product information, responsibility for consumer satisfaction, and fairness in pricing. These findings indicate that strengthening Sharia Ethics in marketing not only strengthens consumer confidence but also increases the competitiveness of MSMEs in the increasingly competitive halal market. This study recommends an integrated training for MSMEs in developing marketing strategies based on Sharia values.