Marketing Management Analysis of Tsan Tsan Snack in Kerek from an Islamic Economic Perspective
DOI:
https://doi.org/10.61166/abqori.v2i3.21Keywords:
marketing management, Islamic economics, MSMEs, snacks, sharia marketingAbstract
This study aims to analyze the marketing management strategy of Tsan Tsan Snack in Kerek from an Islamic economic perspective. Micro, Small, and Medium Enterprises (MSMEs) in the snack sector hold significant potential for the local economy; however, the application of Islamic economic principles within their marketing management warrants further in-depth examination. This research employs a qualitative approach using a case study method, with data collected through in-depth interviews, observation, and documentation. The findings indicate that Tsan Tsan Snack has incorporated several Islamic economic principles into its marketing strategy, such as honesty in promotion, the provision of *halal* (permissible) and *tayyib* (wholesome) products, and fair pricing. Nevertheless, certain aspects require improvement to achieve full alignment with Islamic economic principles—specifically regarding information transparency and the economic empowerment of the community. This study offers both theoretical contributions to the development of *sharia* marketing concepts for MSMEs and practical guidance for business owners on implementing marketing strategies that adhere to Islamic values.
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