STRATEGI PEMASARAN DIGITAL PRODUK TEMBE RENDA DITINJAU DALAM PERSPEKTIF BISNIS ISLAM

Abstrak

Berdasarkan hasil observasi ini untuk menganalisis strategi pemasaran digital produk Tembe Renda dan efektivitasnya dalam perspektif bisnis Islam. Penelitian dilakukan di Desa Renda, Kabupaten Bima, menggunakan pendekatan kualitatif melalui observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan bahwa pemasaran digital mulai diterapkan melalui media sosial seperti Facebook dan WhatsApp, namun belum optimal. Dalam perspektif Islam, strategi pemasaran ini telah memenuhi prinsip kejujuran, transparansi, dan keadilan. Tantangan utama adalah literasi digital yang masih rendah. Penelitian ini merekomendasikan pelatihan digital marketing berbasis syariah untuk meningkatkan daya saing UMKM Tembe Renda.

This study aims to analyze the digital marketing strategies of the Tembe Renda product and their effectiveness from the perspective of Islamic business ethics. The research was conducted in Renda Village, Bima Regency, using a qualitative approach through observation, interviews, and documentation. The findings indicate that digital marketing has begun to be implemented through social media platforms such as Facebook and WhatsApp, but its application remains suboptimal. From an Islamic perspective, the marketing strategies employed reflect the principles of honesty, transparency, and fairness. The main challenge identified is the low level of digital literacy among local business actors. This study recommends the implementation of Sharia-based digital marketing training to enhance the competitiveness of Tembe Renda's MSMEs.