<![CDATA[Based on the 2020 Population Survey by the Central Statistics Agency, it is known that as many as 70.72% or around 191.08 million people are of productive age in Indonesia. However, the proportion of entrepreneurs is still low, which is only 3.5% of this number. This condition shows that there is a gap between the potential of human resources and the realization of entrepreneurship. From the perspective of Sharia Economic Law, the success of a business is not only measured by financial achievements, but also by its ability to provide added value to society. This added value can be realized through consumer satisfaction obtained from quality products or services, fair and competitive prices, operational efficiency, and the application of business ethics in accordance with sharia principles. The case study on Alfriandra Souvenir shows that business development has so far focused on service quality and competitive price quotes. However, management governance is still not optimal and improvements are made periodically without clear standards. This study used a quantitative method involving 98 respondents, while data analysis was carried out with Smart-PLS 3.0. The processing results showed that the R-Square value reached 0.668, which means that the quality of service, price, and Islamic business ethics together contributed 66.8% to consumer satisfaction. The variables of service quality and price have been proven to have a positive and significant influence on consumer satisfaction. In contrast, Islamic business ethics which functioned as a moderation variable did not show a significant influence on the two relationships. Thus, of the four research hypotheses proposed, only two were acceptable, while the other two were rejected. These findings provide important implications that Islamic principles of business ethics remain mandatory to be internalized as part of maqashid al-sharia.]]>
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