STRATEGI PENGEMBANGAN USAHA PRODUK HERBAL MELALUI DIGITAL MARKETING DALAM MENINGKATKAN OMSET PENJUALAN PERSPEKTIF MARKETING SYARIAH (STUDI PADA USAHA DAGANG CIPTA ANGSO DUO DI KOTA JAMBI) - Hidayatul Husna; Rafiqi; Heni Pratiwi (El-Iqthisadi, 2025)
Abstrak Penelitian ini bertujuan untuk mengetahui strategi pengembangan usaha produk herbal melalui digital marketing dalam meningkatkan omset pada Usaha Dagang Cipta Angso Duo di Kota Jambi, ditinjau dari perspektif marketing syariah. Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data melalui survei lapangan, wawancara, dan dokumentasi, serta analisis SWOT. Hasil penelitian menunjukkan bahwa strategi digital marketing diterapkan melalui media sosial seperti WhatsApp, Facebook, Shopee, dan Instagram, dengan penerapan bauran pemasaran 4P (product, price, place, promotion). Strategi tersebut mampu meningkatkan kesadaran merek, memperluas jangkauan pasar, dan memberi dampak positif terhadap omset meskipun fluktuatif karena persaingan dan kondisi ekonomi. Dari perspektif marketing syariah, penerapan strategi ini mencerminkan nilai kejujuran, keadilan, dan tanggung jawab dalam berbisnis, serta mendukung pertumbuhan usaha melalui mind share (kesadaran), market share (pangsa pasar), dan heart share (loyalitas konsumen). Kata kunci: strategi pengembangan usaha, produk herbal, digital marketing, omset penjualan, marketing syariah.   Abstract This study aims to determine the strategy for developing herbal product businesses through digital marketing to increase turnover at Cipta Angso Duo Trading Business in Jambi City, from a sharia marketing perspective. The method used was descriptive qualitative, with data collection techniques including field surveys, interviews, documentation, and SWOT analysis. The results indicate that digital marketing strategies are implemented through social media platforms such as WhatsApp, Facebook, Shopee, and Instagram, utilizing the 4P marketing mix (product, price, place, and promotion). This strategy is able to increase brand awareness, expand market reach, and positively impact turnover, despite fluctuations due to competition and economic conditions. From a sharia marketing perspective, the implementation of this strategy reflects the values ​​of honesty, fairness, and responsibility in business, and supports business growth through mind share (awareness), market share (market share), and heart share (consumer loyalty). Keywords: business development strategy, herbal products, digital marketing, sales turnover, sharia marketing.