<![CDATA[Minuman boba telah menjadi salah satu tren konsumsi yang berkembang pesat di Indonesia, termasuk di wilayah pedesaan seperti Desa Sei Rotan, Kecamatan Percut Sei Tuan, Kabupaten Deli Serdang, Sumatera Utara. Pertumbuhan pasar bubble tea di Indonesia diproyeksikan mencapai compound annual growth rate (CAGR) sebesar 8,4% pada periode 2026–2032, sehingga mendorong meningkatnya persaingan antar pelaku usaha. Kondisi tersebut memunculkan pertanyaan mengenai kesesuaian strategi pemasaran yang diterapkan dengan prinsip-prinsip etika bisnis Islam. Penelitian ini bertujuan menganalisis strategi pemasaran minuman boba serta mengevaluasi penerapannya berdasarkan perspektif etika bisnis Islam. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus. Data dikumpulkan melalui observasi, wawancara mendalam terhadap pemilik usaha, karyawan, dan konsumen, serta dokumentasi. Analisis data dilakukan menggunakan model interaktif Miles, Huberman, dan Saldaña melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi pemasaran yang diterapkan meliputi pemasaran digital melalui media sosial, penetapan harga yang terjangkau, pemilihan lokasi yang strategis, serta inovasi produk melalui variasi rasa. Namun, masih ditemukan beberapa aspek yang belum sepenuhnya sesuai dengan etika bisnis Islam, terutama terkait transparansi informasi produk, konsistensi promosi, dan kepastian kehalalan bahan baku. Penelitian ini menunjukkan bahwa integrasi strategi pemasaran dengan prinsip etika bisnis Islam dapat meningkatkan kepercayaan konsumen, memperkuat daya saing UMKM, serta mendukung keberlanjutan usaha. Temuan ini diharapkan menjadi referensi bagi pelaku usaha, akademisi, dan pemerintah dalam mengembangkan strategi pemasaran yang efektif dan sesuai dengan prinsip syariah. Boba beverages have become one of the fastest-growing consumer trends in Indonesia, including rural areas such as Sei Rotan Village, Percut Sei Tuan District, Deli Serdang Regency, North Sumatra. Indonesia's bubble tea market is projected to achieve a compound annual growth rate (CAGR) of 8.4% during the 2026–2032 period, leading to increasingly intense competition among business operators. This phenomenon raises concerns regarding whether the marketing strategies adopted by boba businesses are consistent with the principles of Islamic business ethics. This study aims to analyze the marketing strategies of boba beverage businesses and evaluate their implementation from the perspective of Islamic business ethics. A qualitative case study approach was employed. Data were collected through field observations, in-depth interviews with business owners, employees, and consumers, as well as documentation. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña through data reduction, data display, and conclusion drawing. The findings reveal that the marketing strategies include digital marketing through social media, affordable pricing, strategic location selection, and product innovation through diverse flavor variants. Nevertheless, several practices remain inconsistent with Islamic business ethics, particularly regarding product information transparency, promotional consistency, and assurance of halal raw materials. The study demonstrates that integrating marketing strategies with Islamic business ethics can enhance consumer trust, strengthen the competitiveness of micro, small, and medium enterprises (MSMEs), and support business sustainability. These findings are expected to serve as a reference for business practitioners, academics, and policymakers in developing effective marketing strategies that are consistent with Sharia principles. ]]>
