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All Journal BISEI: Jurnal Bisnis dan Ekonomi Islam Jurnal Manajemen dan Inovasi (MANOVA) Berajah Journal Dinamis: Jurnal Pengabdian Kepada Masyarakat
Siti Sunaidah
UIN Sayyid Ali Rahmatullah Tulungagung
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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MARKETING STRATEGIES IN SHARIA TOURISM: EXPLORING CONSUMER BEHAVIOR AND DIGITAL BRANDING FOR SUSTAINABLE GROWTH Sunaidah, Siti
Berajah Journal Vol. 4 No. 6 (2024): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v4i6.428

Abstract

Sharia tourism, or Islamic-friendly tourism, has emerged as a growing sector in the global tourism industry, driven by the increasing demand for travel experiences that adhere to Islamic principles. As Muslim travelers seek destinations and services that align with their religious beliefs, the need for effective marketing strategies in this sector has become crucial. This paper explores key marketing strategies employed in Sharia tourism, focusing on the role of digital marketing, branding, and consumer behavior in shaping the growth of this niche market. Through case studies and analysis of successful Sharia-compliant tourism destinations, the research highlights how destinations are leveraging social media, influencer marketing, and content-driven campaigns to attract Muslim travelers. Moreover, this paper discusses the unique challenges faced by marketers in positioning Sharia tourism products while maintaining cultural sensitivity and religious compliance. The research also examines consumer preferences, exploring how elements such as halal food, gender-segregated facilities, and religious accommodations influence the decision-making process of Muslim tourists. The findings suggest that with proper marketing, Sharia tourism can significantly contribute to the growth of the global tourism sector, offering both economic benefits and opportunities for cultural exchange. Lastly, recommendations are provided for tourism marketers to enhance their branding efforts and ensure that their messaging aligns with the values and needs of Muslim travelers.
Pelatihan Manajemen Uang Pada Santri Pondok Pesantren Al-Qolam Ngunut Maghfiroh, Ana Muntadhirotul; Sunaidah, Siti; Handayani, Fitri
Dinamis: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 2 (2025): Juli-Desember 2025
Publisher : Universitas Hasyim Asy'ari Tebuireng Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33752/dinamis.v5i2.10168

Abstract

Rendahnya literasi keuangan santri menjadi tantangan dalam membentuk generasi yang mampu mengelola keuangan secara bertanggung jawab. Berdasarkan temuan nasional, tingkat literasi keuangan remaja masih tergolong rendah. Pengabdian ini bertujuan meningkatkan pemahaman dan keterampilan keuangan santri melalui pelatihan manajemen uang saku di SMP Pondok Pesantren Al-Qolam Ngunut. Kegiatan melibatkan peserta usia remaja melalui tiga tahap: persiapan yang mencakup analisis kebutuhan dan penyusunan materi pelatihan, pelaksanaan dengan pendekatan experiential learning melalui penyampaian materi, studi kasus, simulasi anggaran, serta latihan pencatatan pengeluaran, dan evaluasi melalui tes awal–akhir serta monitoring perilaku berbasis Theory of Planned Behavior. Hasil pengabdian menunjukkan adanya peningkatan pengetahuan dan perubahan kebiasaan santri dalam mengelola uang saku secara lebih teratur. Temuan ini menegaskan pentingnya integrasi pendidikan literasi keuangan dalam kurikulum pesantren secara berkelanjutan untuk mendukung kemandirian santri.
The Role of Consumer Confidence in Effect of Islamic Business Ethics on Religius Tourism Marketing Sunaidah, Siti; M. Maghfiroh, Ana M. Maghfiroh; Muniri, Muniri; Sakti Delviero, Alexandro Sakti Delviero
Jurnal Manajemen dan Inovasi (MANOVA) Vol. 9 No. 1 (2026): January
Publisher : Management Department, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/manova.v9i1.2317

Abstract

The Sharia tourism industry has witnessed remarkable growth in recent years, becoming one of the most dynamic sectors within the global travel market. According to recent data, the number of Muslim tourists reached approximately 230 million in 2023, demonstrating the increasing demand for tourism products and services that comply with Sharia principles. This growing market highlights the potential of Islamic-based tourism not only as a spiritual journey but also as a driver of economic and cultural development. Despite this progress, one of the most persistent challenges in the development of Sharia tourism is ensuring the consistent application of Islamic values in all aspects of service delivery and business operations. Many destinations still struggle to maintain a balance between commercial objectives and adherence to Sharia norms, particularly in providing facilities that align with Muslim travelers’ expectations of halal, ethical, and value-based experiences. This study seeks to examine the role of consumer confidence in mediating the relationship between Islamic business ethics and religious tourism marketing effectiveness at the Ar-Rahman Mosque Tourism Site in Blitar District. The research employed a quantitative approach using survey data collected from 150 respondents through purposive sampling. The structured questionnaire utilized a 5-point Likert scale to measure key variables related to ethical perception, consumer trust, and marketing performance. Data analysis was performed using multiple linear regression with SPSS version 26.0. The findings reveal that Islamic business ethics—particularly the principles of honesty (ash-shidq), justice (al-‘adl), responsibility (al-mas’uliyyah), and transparency—have a positive and significant effect on the marketing of Sharia-based tourism. Furthermore, consumer confidence acts as a crucial intermediary that strengthens the impact of ethical practices on marketing effectiveness. This suggests that when religious tourism providers consistently uphold Islamic ethical standards, they not only foster trust among Muslim tourists but also enhance the overall competitiveness and sustainability of the Sharia tourism sector.
Psikologi Terbalik dalam Investasi Emas: Analisis Perilaku Investor pada Fluktuasi Harga Emas Maghfiroh, Ana Muntadhirotul; Sunaidah, Siti; Susilowati, Eni; Puspitasari, Ayu Febri; Sopingi, Imam
Bisei : Jurnal Bisnis dan Ekonomi Islam Vol 11 No 1 (2026): Juni 2026
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Hasyim Asy'ari Tebuireng Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33752/bisei.v11i1.12008

Abstract

Investasi emas sebagai salah satu instrumen safe haven yang banyak dipilih masyarakat pada saat terjadi ketidakpastian ekonomi. Namun, keputusan investasi emas sering kali tidak didasarkan pada pertimbangan rasional, melainkan dipengaruhi oleh berbagai faktor psikologis yang mendorong munculnya perilaku investasi yang irasional. Penelitian ini bertujuan untuk menganalisis perilaku investor terhadap fluktuasi harga emas, mengidentifikasi faktor-faktor psikologis yang memengaruhi keputusan investasi, serta mengungkap fenomena psikologi terbalik (reverse investment psychology) dalam investasi emas. Penelitian menggunakan metode kualitatif dengan pendekatan fenomenologi yang berlandaskan teori behavioral finance. Data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi terhadap investor emas yang dipilih menggunakan teknik purposive sampling, kemudian dianalisis dengan model analisis interaktif melalui tahapan reduksi data, penyajian data, serta penarikan dan verifikasi kesimpulan. Hasil penelitian menunjukkan bahwa perilaku investor lebih dipengaruhi oleh respons emosional daripada analisis rasional, yang tercermin dalam kecenderungan membeli emas ketika harga meningkat akibat fear of missing out (FOMO) dan optimisme memperoleh keuntungan, serta menjual emas ketika harga menurun karena dipengaruhi loss aversion dan kepanikan pasar. Selain itu, herding behavior, overconfidence, dan pesatnya penyebaran informasi melalui media digital turut memperkuat terbentuknya perilaku psikologi terbalik. Penelitian ini menyimpulkan bahwa bias psikologis memiliki peran dominan dalam pengambilan keputusan investasi emas sehingga perilaku investor sering menyimpang dari prinsip investasi yang rasional. Implikasi penelitian ini menegaskan pentingnya peningkatan literasi keuangan, kemampuan analisis, dan pengendalian emosi, serta perlunya edukasi investasi berbasis behavioral finance oleh berbagai pemangku kepentingan untuk mendorong pengambilan keputusan investasi yang lebih objektif dan berkelanjutan.
Co-Authors Ayu Febri Puspitasari Eni Susilowati Fitri Handayani Imam Sopingi M. Maghfiroh, Ana M. Maghfiroh Maghfiroh, Ana Muntadhirotul Muniri Sakti Delviero, Alexandro Sakti Delviero