Implementation of Sharia Principles in Sanggar Batik Katura's Marketing Strategy: A Digital Marketing Approach

Abstract

This research aims to explore the implementation of sharia principles in the digital marketing strategy of Sanggar Batik Katura, a leading batik manufacturer in Cirebon, West Java. Using a qualitative approach with a case study method, data was collected through in-depth interviews, observations, and documentation analysis. The results of the study show that Sanggar Batik Katura has successfully integrated sharia values in various aspects of digital marketing, including marketing ethics, information transparency, interaction with consumers, and product innovation. The implementation of sharia principles has been proven to increase consumer confidence and expand market reach. This sharia-based and digital-based marketing strategy makes a significant contribution to improving marketing performance and business competitiveness in the global market. This study provides practical guidance for small and medium-sized businesses in applying sharia principles in digital marketing and offers recommendations to improve the effectiveness of marketing strategies in accordance with Islamic values.