<![CDATA[Local food MSMEs face challenges in maintaining product quality, price affordability, consumer trust, and business sustainability, particularly in tofu production, which depends heavily on the stability of soybean raw materials. This study aims to analyze the marketing strategy of tofu products at Bu Eva’s Tofu MSME, assess its alignment with Islamic economic principles, and identify the constraints and future directions for business development. This research employed a qualitative approach with a case study design in Ngestikarya Village, Jayaloka District, Musi Rawas Regency. Informants were selected purposively, consisting of the business owner, production workers, resellers, regular consumers, and a village official/community figure. Data were collected through semi-structured interviews, field observation, and documentation, and were analyzed using thematic analysis. The findings show that Bu Eva’s tofu marketing strategy relies on product quality, affordable pricing, distribution through local networks, and word-of-mouth promotion. These strategies align with Islamic economic principles because they reflect halal-thayyib, honesty, trustworthiness, fair pricing, responsibility, and public benefit. The main constraints faced by the business include soybean price fluctuations, limited market reach, minimal digital promotion, and underdeveloped product diversification. This study confirms that the sustainability of rural food MSMEs can be strengthened through the integration of product quality, Islamic values, social trust, and digital marketing adaptation.]]>
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