Strategi Pemasaran Syariah dalam Meningkatkan Penjualan Produk Hijab di Toko Vivi Jilbab Jambi

Abstract

A marketing strategy is an effort to market a product, whether goods or services, using specific plans and tactics to increase sales. A sharia marketing strategy is one based on sharia principles and aimed at promoting the well-being of society. This study aims to analyze sharia marketing strategies to increase hijab sales at the Vivi Jilbab Jambi Store, examining the application of sharia principles in marketing practices and the challenges faced. The research location is at Vivi Jilbab Jambi Store, Jambi City. This study uses a qualitative method with data collection techniques through observation, interviews, and documentation. The data used are primary and secondary data. The data analysis technique uses the Miles and Huberman model through there stages: data reduction, data presentation, and conclusion drawing. Data validity is guaranteed through triangulation of sources, techniques, and time. The results indicate that  Vivi Jilbab Jambi Store has fully implemented the 7P sharia marketing mix, including halal products, fair pricing, strategic location, honest promotion, friendly and trustworthy service, transactions conducted in accordance with Islamic law, and a clean and Islamic-compliant physical environment. Additionally, the shop’s trading practices reflect the traits of Prophet Muhammad (PBUH), such as shidiq (truthfulness), amanah (trustworthiness), tabligh (communicativeness), and fathanah (wisdom). Internal challenges include the rapid change of hijab trends, while external challenges involve increasingly intense market competition. This study contributes to the development of Islamic marketing knowledge and serves as a reference for similar businesses. Future research is recommended to involve broader and more varied settings.