<![CDATA[The development of the business environment and the growing awareness of Muslim consumers regarding ethical values and product permissibility have increased the importance of implementing marketing strategies based on Islamic principles. Marketing from an Islamic perspective is not solely oriented toward achieving financial profit, but also emphasizes honesty, fairness, transparency, and moral responsibility as part of worship to Allah SWT. This study aims to examine the concept and strategy of Islamic marketing by integrating conventional marketing theories, particularly the marketing mix and STP strategy (Segmentation, Targeting, Positioning), with Sharia-based values exemplified by Prophet Muhammad SAW. This research employs a descriptive qualitative method using a literature review approach, drawing on relevant books and scholarly journal articles. The findings indicate that Islamic marketing shares fundamental similarities with conventional marketing concepts; however, it is distinguished by its ethical and Sharia-based foundations, which emphasize halal principles, trustworthiness, transparency, and public welfare. The integration of Islamic values into marketing strategies is believed to contribute to business sustainability while enhancing consumer trust and satisfaction.]]>
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