Strategi Pemasaran Digital dalam Meningkatkan Penjualan Usaha Mikro: Perspektif Ekonomi Syariah pada Pentol Gatulit Tulungagung

Abstract

This study aims to explore the strategy of implementing digital marketing to increase sales in the culinary business of Pentol Gatulit Tulungagung, viewed from the perspective of Islamic economics. During rapid technological advancement, micro-enterprises like Pentol Gatulit have begun to utilize social media as a promotional tool and means of direct communication with consumers. However, it is crucial for business actors to integrate Sharia values into their marketing practices, so the focus is not solely on material profit but also on achieving business blessings. This research uses a descriptive qualitative approach with data collection techniques including interviews, observations, and documentation. The results show that the digital marketing strategies used—such as promotion via Instagram, TikTok, and WhatsApp Business—effectively increased market reach and customer loyalty. Moreover, the business owner has endeavored to apply Sharia principles such as honesty (shidq), trustworthiness (amanah), and transparency in digital interactions. The application of these strategies has proven to positively impact sales growth and enhance the ethical and professional image of the business. This research contributes significantly to the development of digital marketing concepts based on Islamic values for micro, small, and medium enterprises (MSMEs).