ANALISIS STRATEGI PEMASARAN SYARIAH PADA USAHA JAMILA CATERING DI DESA MUARA JAMBI

Abstract

This study examines how Jamila Catering, a home-based culinary micro-enterprise in Muara Jambi Village, applies sharia marketing in daily practice, where that practice falls short, and what a workable strategy would look like for a small owner who has never formalised her marketing. The problem is concrete: promotion still travels by word of mouth, digital channels are barely used, the halal-thayyib process is never written down, and revenue has swung sharply between 2022 and 2025. Using a qualitative descriptive design, data were gathered through participant observation, semi-structured interviews, and documentation involving five informants: the owner, a production worker, a repeat customer, a raw-material supplier, and a representative of the Muaro Jambi Temple tourism group. Analysis followed the Miles, Huberman, and Saldana model of data condensation, display, and verification, with source and technique triangulation. The findings show that Jamila Catering already honours much of what sharia marketing asks for, honest pricing agreed in advance, halal and fresh ingredients, trustworthy delivery, and orders fulfilled in full, but does so intuitively rather than as a managed system. What is missing is the outward-facing layer: a real digital presence, a clear market segment, a structured menu-and-price catalogue, and written proof of the halal-thayyib process that could turn private trust into public reputation. The study recommends building a WhatsApp Business catalogue, formulating themed halal-thayyib packages, keeping a simple internal control sheet, and forging a fair-share partnership with the temple tourism sector.