ANALISIS STRATEGI PEMASARAN MELALUI PEMANFAATAN MEDIA SOSIAL, DAN PENERAPAN ETIKA BISNIS ISLAM DALAM MEMBANGUN LOYALITAS PELANGGAN PADA UMKM (BAKUL TEMPE MBAK AYYU, KOTA BENGKULU)
DOI:
https://doi.org/10.24252/iqtishaduna.v7i4.69506Abstrak
Abstrak
Penelitian ini bertujuan untuk mengetahui bagaimana strategi pemasaran melalui media sosial dan penerapan etika bisnis Islam dalam membangun loyalitas pelanggan pada UMKM Bakul Tempe Mbak Ayyu di kota Bengkulu. Media sosial menjadi sarana yang efektif bagi UMKM untuk mempromosikan produk dan berkomunikasi langsung dengan pelanggan, sementara etika bisnis Islam berperan dalam membangun kepercayaan. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi yang melibatkan pemilik usaha, karyawan, dan pelanggan. Hasil penelitian menunjukkan bahwa media sosial seperti instagram dan WhatsApp digunakan untuk promosi dan interaksi dengan pelanggan. Konten yang menarik, komunikasi yang baik, serta pelayanan yang ramah mampu menarik minat pelanggan. Selain itu, penerapan etika bisnis Islam seperti kejujuran, tanggung jawab, dan keadilan dapat meningkatkan kepercayaan pelanggan. Kepercayaan tersebut mendorong terbentuknya loyalitas pelanggan yang ditunjukkan melalui pembelian ulang dan rekomendasi kepada orang lain. Kesimpulan, strategi pemasaran melalui media sosial dan penerapan etika bisnis Islam berperan penting dalam membangunloyalitas pelanggan pada UMKM Bakul Tempe Mbak Ayyu di kota Bengkulu.
Kata Kunci : strategi pemasaran, media sosial, etika bisnis Islam, loyalitas pelanggan, UMKM Bakul Tempe Mbak Ayyu.
Abstract
This study aims to determine how marketing strategies through social media and the application of Islamic business ethics build customer loyalty at the Mbak Ayyu Tempe Bakul Mbak Mbak Ayyu MSME in Bengkulu City. Social media is an effective means for MSMEs to promote products and communicate directly with customers, while Islamic business ethics plays a role in building trust. This study used a qualitative approach with data collection techniques through interviews, observation, and documentation involving business owners, employees, and customers. The results show that social media platforms such as Instagram and WhatsApp are used for promotions and interactions with customers. Engaging content, good communication, and friendly service can attract customer interest. Furthermore, the application of Islamic business ethics such as honesty, responsibility, and fairness can increase customer trust. This trust fosters customer loyalty, demonstrated through repeat purchases and recommendations to others. In conclusion, marketing strategies through social media and the application of Islamic business ethics play a significant role in building customer loyalty at the Mbak Ayyu Tempe Bakul Mbak Mbak Ayyu MSME in Bengkulu City.
Keywords: marketing strategy, social media, Islamic business ethics, customer loyalty, Mbak Ayyu Tempe Bakul Mbak Mbak Ayyu MSME.
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Hak Cipta (c) 2026 Idwal B. M.A, Gea Aveliah, Nopita Sari, Dzilfadhillah, Sandi Roma Kurniawan, Welia Agustri
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