SHARIAH MARKETING STRATEGY OF MICRO, SMALL, AND MEDIUM ENTERPRISES PRODUCTS IN ACEH: A CASE OF MINYEUK PRET

Abstract

As an area of Islamic law, the province of Aceh has a uniqueness where Islamic culture and values cannot be separated. Business activities such as marketing MSME products have great opportunities to be implemented in terms of Sharia values. Minyak Pret product is one of Aceh's local perfume brands, which has developed quite a bit since 2015. This study aimed to examine the development strategy of Minyeuk Pret products in Aceh with a marketing approach of Sharia values. The research method was qualitative and descriptive at all stages of product creation, from upstream to downstream. The results show that the product development efforts undertaken by Minyeuk Pret include improving product quality, selling at affordable prices, providing good service, processes tailored to the needs and tastes of the community, and providing environmental benefits with sharia marketing. Implementing Islamic marketing of perfume products will have a characteristic impact on Islamic values in creating local MSME perfume products. This study concluded that Minyeuk Pret products must create a positioning value with aspects of the term halal to build Muslim consumer loyalty to fragrance oil products.