Selling Micro, Small, and Medium Enterprises (MSMEs) Ice Jelly Products: Islamic Marketing Strategies

Abstract

In the current era of globalization, the food and beverage industry sector is experiencing rapid growth, especially among MSME players, which reached around 66 million in 2023. Prophet Muhammad himself set an example for Muslims on how to conduct business with honesty, trustworthiness, and still achieve profit. In the case of Ice Jelly MSMEs products, the marketed beverages have applied Islamic marketing principles to ensure customer satisfaction. Islamic marketing has its own characteristics that are not found in conventional marketing. These characteristics should serve as the philosophical, theoretical, and practical foundation for a Shariah marketer in carrying out Shariah marketing activities. The goal is to enable MSMEs entrepreneurs, particularly in the beverage sector, to conduct their business or sell their products in accordance with Shariah marketing principles and the application of ethical principles based on Islamic values, providing both worldly and spiritual satisfaction for both sellers and consumers. Thus, the products sold meet the standards and requirements of selling, and consumers also receive quality products.