KONSEP PEMASARAN DALAM PERSPEKTIF SYARIAH: PRINSIP DAN IMPLEMENTASI DALAM PRAKTIK BISNIS MODERN

This study aims to analyze the implementation of Sharia marketing concepts in modern business practices, focusing on the principles of justice, sustainability, and mutual satisfaction. The method employed is a literature review related to the characteristics of Sharia marketing and case studies in the halal industry and the Islamic finance sector. The steps undertaken in the literature analysis are as follows: first, determining the research focus, searching for relevant literature, collecting and sorting the literature, analyzing the literature, compiling the literature review, including synthesizing information, integrating the review into the research, and ensuring validity and proper citation. The findings reveal that Sharia principles, such as transparency, honesty, and fairness in profit distribution, have a positive impact on consumer purchasing decisions. Sharia marketing also encourages companies to innovate by considering social and environmental sustainability. However, the main challenges in its implementation include differing regulations in global markets and competition with conventional marketing. The conclusions of this study indicate that the implementation of Sharia marketing can enhance consumer loyalty and create a more equitable and sustainable business ecosystem. The implications of these findings suggest that companies need to align their marketing practices with Sharia principles to achieve long-term benefits in the global market.