ANALYSIS OF TRADITIONAL BATIK MARKETING STRATEGY IN THE DIGITAL ERA FROM THE PERSPECTIVE OF SHARIA BUSINESS LAW (STUDY ON LOLA BATIK HOUSE, TELAGA BIRU VILLAGE, TANJUNG BUMI DISTRICT, BANGKALAN REGENCY)

Moh. Nur Najih, Agustina Kumala Dewi Sholihah

Abstract


This study examines the marketing strategies implemented by Traditional Batik UMKM at Rumah Batik Lola in the Digital Era based on the perspective of Islamic business law. This type of research uses qualitative research. The data used are in the form of Primary data, obtained from observation, interviews, documentation. Secondary, obtained from books, articles, or journals. By using analytical descriptive data analysis methods. The results of this study are Traditional Batik at Rumah Batik Lola in the Digital Era using marketing strategies that include segmentation, targeting, positioning, digital marketing, and marketing mix. The marketing strategy used by Batik Lola is in accordance with the principles of sharia law. This is manifested in the use of halal raw materials, the absence of ghoror, usury, Maysir in every transaction. And Rumah Batik Lola has implemented Islamic business values such as honesty (shiddiq), trustworthiness (amanah), intelligence (fathonah), and conveying correct information (tabligh) in its marketing strategy both online and offline.

Keywords : Marketing Strategy, Batik, Digital Era, Sharia Business Law


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DOI: https://doi.org/10.21107/aciel.v3i1.577

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