STRATEGI MANAJEMEN PEMASARAN SYARIAH UNTUK MENINGKATKAN DAYA SAING PRODUK HALAL
Keywords:
Sharia Marketing, Halal Products, Marketing Strategy, Islamic EconomicsAbstract
This study aims to analyze sharia marketing management strategies in enhancing the competitiveness of halal products in an increasingly competitive global market. Sharia marketing is not solely profit-oriented but is grounded in the principles of tawhid (monotheism), honesty (shiddiq), trustworthiness (amanah), justice (‘adl), and social responsibility. This research employs a qualitative approach using literature review and conceptual analysis of modern marketing theories and Islamic economic principles. The findings indicate that effective sharia marketing strategies include value-based market segmentation, strengthening halal branding, product transparency, halal certification, and ethical digital marketing integration. Furthermore, the implementation of the sharia marketing mix (halal products, fair pricing, honest promotion, and non-exploitative distribution) enhances consumer trust and market loyalty. These strategies not only improve the economic competitiveness of halal products but also promote business sustainability and corporate image based on Islamic values. Therefore, sharia marketing management serves as a strategic and relevant approach in addressing the dynamics of the global halal industry.
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