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All Journal Demak Universal Journal of Islam and Sharia Solo International Collaboration and Publication of Social Sciences and Humanities
Ishmah Afiyah
Department of Library Science, Universitas Islam Negeri Syarif Hidayatullah Jakarta
Religion Humanities Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Marketing Strategy of Fruit Traders in Attracting Consumer Buying Interest: A Study of Honesty and Consistency Muthoifin; Muhammad Ilham Amrullah; Aulia Azka Maulana; Muhammad Khoirul Malik; Luthfi Muhyiddin; Ishmah Afiyah
Solo International Collaboration and Publication of Social Sciences and Humanities Vol. 3 No. 02 (2025): Solo International Collaboration and Publication of Social Sciences and Humani
Publisher : Walidem Institute and Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61455/sicopus.v3i02.288

Abstract

Objective: Marketing strategies play a crucial role in influencing consumer behavior, and one of the commonly employed techniques is the use of marketing gimmicks. This study aims to analyze the impact of marketing gimmicks on consumer buying interest while examining the values of honesty and consistency in their application from the perspective of Sharia business principles. Theoretical framework: The theoretical framework of this research is based on Islamic business ethics, particularly the principles of honesty (shidq) and consistency (istiqamah) in trade. Literature review: The literature review explores various studies on marketing strategies, consumer behavior, and ethical considerations in business, particularly within the framework of Islamic economics. Methods: This study employs a qualitative field research method. Data collection was conducted through direct interviews with fruit traders and their customers to obtain firsthand insights into marketing gimmicks used in the marketplace. The analysis utilizes an interpretative approach to understand the alignment of these gimmicks with Islamic business ethics. Results: The findings indicate that many fruit traders implement marketing gimmicks that can sometimes mislead consumers, particularly in price determination and product presentation. While these gimmicks effectively attract consumer interest, they often lack transparency, leading to misunderstandings about the actual value of the products. The study highlights that such practices contradict the fundamental Sharia business principles of honesty and consistency, which emphasize truthful representation and ethical sales practices. Implications: The implications of this research suggest the need for increased awareness and education among traders regarding ethical marketing strategies that align with Islamic values. Policymakers and business associations could also play a role in promoting fair trade practices that uphold integrity in business transactions. Novelty: The novelty of this research lies in its integration of Islamic business ethics with modern marketing strategies.
The Existence of Islamic Law in Indonesia in the Millennial Era in Supporting the Sustainable Development Goals (SDGs): Maqashid Sharia Perspective Muthoifin; Nuha; Ishmah Afiyah
Demak Universal Journal of Islam and Sharia Vol. 3 No. 01 (2025): Demak Universal Journal of Islam and Sharia
Publisher : Walidem Institute and Publishing (WIP)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61455/deujis.v3i01.226

Abstract

Objective: This study aims to analyze the existence of Islamic law in Indonesia in the millennial era in supporting the achievement of the Sustainable Development Goals (SDGs) through the perspective of Maqashid Sharia. Theoretical framework: The theoretical framework used is the theory of Maqashid Syariah Al-Ghazali and Al-Shatibi which emphasizes the five main aspects of protection: religion, soul, intellect, heredity, and property. Literature Review: This review is based on a literature review that includes the development of Islamic law in Indonesia, its relevance to the goals of the SDGs, and the relevance of Maqashid Syariah as a conceptual framework to bridge between sharia principles and modern needs. Methods: The research method used is qualitative with a literature study approach. Data was obtained through the analysis of documents, such as Islamic law regulations in Indonesia, public policies related to the SDGs, and the latest scientific articles. The analysis was carried out in a descriptive-analytical manner to evaluate the contribution of Islamic law to social, economic, and environmental sustainability. Results: This study shows that Islamic law in Indonesia, such as zakat, waqf, and sharia financing, has contributed significantly to poverty alleviation (SDG 1), improvement of quality education (SDG 4), and reduction of inequality (SDG 10). The Maqashid Sharia approach allows Islamic law to continue to be relevant in facing the challenges of the millennial era, especially through adaptation to digital technology and inclusion-based economic development. Implications: This study shows that the strengthening of Islamic law based on Maqashid Sharia can be a unique and contextual model of sustainability for Indonesia. This result also encourages legislation and public policy to further integrate Islamic values in efforts to achieve the SDGs. Novelty: The novelty of this research lies in the merger of Islamic law, Maqashid Sharia, and SDGs in the context of the millennial era. This study offers a new perspective on how Islamic law is not only relevant but also instrumental in supporting the global development agenda while maintaining sharia principles. This integration provides a strategic framework for the development of Islamic law in Indonesia in supporting holistic and inclusive sustainability.
Co-Authors Aulia Azka Maulana Luthfi Muhyiddin Muhammad Ilham Amrullah Muhammad Khoirul Malik Muthoifin Nuha