Strategi Pemasaran Syariah Rumah Jahit Akhwat Dalam Menghadapi Persaingan Bisnis Fashion Muslim Bulan Ramadhan Di Kota Makassar

Abstract

This study aims to determine the sharia marketing strategy implemented by Rumah Jahit Akhwat in facing competition in the Muslim fashion business during Ramadan in Makassar City. This study uses a qualitative method with data collection techniques in the form of interviews and documentation. Rumah Jahit Akhwat applies a sharia strategy based on the characteristics of the Prophet Muhammad, namely Siddiq, Amanah, Fathanah. This strategy is successful in maintaining competitiveness. The implication of this study is the importance of business actors implementing sharia-based marketing strategies to achieve long-term success. The results of the study indicate that the sharia marketing strategy implemented by Rumah Jahit Akhwat is in accordance with the implementation in the field with the theory, namely based on the characteristics of the Prophet Muhammad such as Siddiq, Amanah, Fathanah and Tabligh. Then, in doing business, Rumah Jahit Akhwat also prioritizes business ethics in accordance with Islamic values ​​such as theistic (rabbaniya), ethical (akhlaqiyah), realistic (al-waqiyah) and humanistic (al-insaniyah).

Keywords: Sharia Marketing, Business Strategy, Muslim Fashion.