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All Journal Borneo Islamic Finance and Economics Journal (BIFEJ)
Rafika Nur Isna
Universitas Islam Negeri Alauddin Makassar
Religion Economics, Econometrics & Finance Social Sciences

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Sharia Marketing Strategy Using SWOT Analysis At PT. Yotta Berkah Mulia Rafika Nur Isna; Rahman Ambo Masse; A Syathir Sofyan; Rahmawati Muin; Muslihati Muslihati
Borneo Islamic Finance and Economics Journal BIFEJ VOL. 6, NO.1, Juni 2026
Publisher : Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21093/bifej.v0i0.13485

Abstract

This study aims to examine the implementation of sharia marketing strategies at PT. Yotta Berkah Mulia by utilizing SWOT analysis as a strategic evaluation tool. The research adopted a descriptive qualitative approach, with data collected through observation, interviews, questionnaires, and documentation. The findings show that PT. Yotta Berkah Mulia has successfully applied the four fundamental characteristics of sharia marketing, namely Theistic (Rabbaniyyah), Ethical (Akhlaqiyyah), Realistic (Al-Waqi’iyyah), and Humanistic (Al-Insaniyyah), in its marketing activities. The SWOT analysis was conducted to identify the company’s strengths, weaknesses, opportunities, and threats. Based on the results of the IFAS and EFAS matrices, the company is positioned in Quadrant II, indicating that it possesses strong internal capabilities despite facing several external challenges and threats. This position suggests that a diversification strategy is the most appropriate approach to maintain competitiveness and support future business growth. Furthermore, the results of this study are expected to contribute to the development of sharia-based marketing practices and serve as a reference for MSMEs in formulating more effective, adaptive, and sustainable marketing strategies.
Co-Authors A. Syatir Sofyan Muslihati Muslihati Rahman Ambo Masse Rahmawati Muin