<![CDATA[General Background: Marketing strategy is central to business operations, while Islamic business practice requires marketing activities to remain consistent with Sharia and muamalah principles. Specific Background: The company applies product, price, promotion, and place strategies while emphasizing product quality, accessible prices, and its INDAH motto, Innovative and Worshiping. Knowledge Gap: The manuscript identifies the need to understand how Islamic values are applied within the firm’s marketing activities and what conditions support or obstruct consumer interest. Aims: Using qualitative descriptive field research based on interviews, observation, and documentation, this study analyzes Sharia marketing practices and their supporting and inhibiting factors within the company. Results: The company applies the 4Ps together with rabbaniyyah, akhlaqiyah, al-waqi’yyah, and al-insaniyyah principles. Product quality and relatively low prices support consumer interest, whereas limited leather supplies and insufficient human resources delay production and marketing processes. Novelty: The study provides a context-specific account of how the 4P marketing mix is integrated with Sharia marketing characteristics in a bag-producing enterprise. Implications: Consistent application of Islamic transaction principles, supported by reliable materials and workforce capacity, is important for sustaining the firm’s marketing activities and consumer interest. Highlights: The 4P mix is implemented alongside rabbaniyyah, akhlaqiyah, al-waqi’yyah, and al-insaniyyah principles. Cost accessibility and well-made goods support buyer interest. Leather scarcity and limited workforce cause delays in manufacturing and market processes. Keyword: Marketing Strategy, Sharia Marketing, Consumer Interest]]>
