ANALISIS STRATEGI PEMASARAN SYARIAH PADA USAHA BATIK DALAM MENINGKATKAN PENJUALAN ONLINE (STUDI KASUS DI SAKHA BUTIK BATIK PONOROGO)

Salsa Al Madani, 2026. Analysis of Sharia Marketing Strategies in Batik Businesses to Increase Online Sales (Case Study at Sakha Batik Boutique, Ponorogo), Thesis, Sharia Economics Study Program, Faculty of Islamic Studies, Muhammadiyah University of Ponorogo, Supervisors: Fatkhur Rahman Albanjari, M.E., and Nugraheni Fitroh Rezqi Syakarna, M.E.

Keywords: Sharia Marketing Strategy, Batik Business, Online Sales.

This study aims to: First, describe the implementation of Sharia marketing strategies (7Ps) in batik businesses to increase online sales at Sakha Batik Boutique, Ponorogo, and Second, analyze how the implementation of these Sharia marketing strategies (7Ps) can contribute to increased online sales. This study uses a qualitative approach with a single case study. The key informant in this study is Mr. Widodo, the owner of Sakha Batik Boutique, Ponorogo. Data collection methods included in-depth interviews with the owner, participant observation of digital marketing activities, and documentation in the form of product photos, social media screenshots, and transaction records. Data analysis employed the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. Data validity was tested through technical triangulation by comparing the results of interviews, observations, and documentation to ensure data credibility.

The results of this study indicate that the implementation of the Sharia marketing strategy (7Ps) at Sakha Butik Batik Ponorogo reflects the characteristics of Sharia marketing: rabbaniyah (religious), akhlaqiyyah (moral), waqi'iyyah (intelligible), and insaniyyah (inheritance). This is realized through halal and thayyiban products, fair and just prices without ghabn (unlawful), promotions that are sidq (sound and khid'ah-free), distribution that avoids gharar (unlawful), service that is akhlaqul karimah (good character), transparent transaction processes, and authentic physical evidence. Based on Mr. Widodo's perception, the owner believes that implementing this strategy can contribute to increased online sales by building consumer trust, expanding the market beyond Ponorogo to Gresik and Kalimantan, and increasing operational efficiency. This study recommends that batik MSMEs integrate Sharia marketing values to optimize digital sales in the Islamic economic era and encourage sustainable innovation.