ANALISIS STRATEGI PEMASARAN PRODUK DALAM PERSPEKTIF EKONOMI ISLAM (STUDI KASUS HALAL NETWORK INDONESIA DI KOTA LUBUKLINGGAU)

Abstract

Abstract: The development of the halal industry in Indonesia demonstrates significant potential alongside the increasing public awareness of halal products that are valued not only for their religious aspects but also for their ethical standards and quality. However, challenges remain in implementing marketing strategies based on Islamic economics, particularly at the local level. This study aims to analyze the marketing strategy of Halal Network Indonesia (HNI) products in Lubuklinggau City from the perspective of Islamic economics, as well as to identify the supporting and inhibiting factors in its implementation. This research employs a descriptive qualitative method grounded in an interpretive-constructivist paradigm. The study was conducted at the HNI Business Center in Lubuklinggau, North Lubuklinggau II District, with research subjects consisting of business owners, employees, and consumers selected through purposive sampling. Data were collected through observation, structured, semi-structured, and unstructured interviews, as well as documentation. Data analysis was carried out using the interactive model of Miles and Huberman, while data validity was ensured through triangulation and the use of reference materials. The findings indicate that HNI’s marketing strategy is aligned with Islamic economic principles, including justice, transparency, honesty, and the avoidance of usury (riba), and integrates personal, community-based, and digital marketing approaches. The study contributes practical implications for the development of halal marketing based on sharia values. The novelty of this research lies in revealing halal network marketing practices as a form of economic da’wah at the local level. The study concludes that HNI’s marketing strategy has sustainable potential, and future research is recommended to adopt quantitative approaches or expand the research scope to broader regions.
Keywords: Halal Marketing Strategy; Islamic Economics; Halal Network Indonesia

Abstrak: Perkembangan industri halal di Indonesia menunjukkan potensi besar seiring meningkatnya kesadaran masyarakat terhadap produk halal yang tidak hanya bernilai religius, tetapi juga etis dan berkualitas. Namun, masih terdapat tantangan dalam implementasi strategi pemasaran berbasis ekonomi Islam, khususnya pada tingkat lokal. Penelitian ini bertujuan menganalisis strategi pemasaran produk Halal Network Indonesia (HNI) di Kota Lubuklinggau ditinjau dari perspektif ekonomi Islam, serta mengidentifikasi faktor pendukung dan penghambat penerapannya. Penelitian ini menggunakan metode kualitatif deskriptif dengan paradigma interpretatif-konstruktivis. Penelitian dilaksanakan di Business Center HNI Lubuklinggau, Kecamatan Lubuklinggau Utara II, dengan subjek penelitian meliputi pemilik usaha, karyawan, dan konsumen yang dipilih secara purposive sampling. Teknik pengumpulan data dilakukan melalui observasi, wawancara terstruktur, semiterstruktur, dan tidak terstruktur, serta dokumentasi. Analisis data menggunakan model interaktif Miles dan Huberman, sedangkan keabsahan data diuji melalui triangulasi dan bahan referensi. Hasil penelitian menunjukkan bahwa strategi pemasaran HNI telah selaras dengan prinsip ekonomi Islam, seperti keadilan, transparansi, kejujuran, dan penghindaran riba, serta memadukan pendekatan personal, komunitas, dan media digital. Implikasi penelitian ini memberikan kontribusi praktis bagi pengembangan pemasaran halal berbasis nilai syariah. Kebaruan penelitian terletak pada pengungkapan praktik pemasaran jaringan halal sebagai sarana dakwah ekonomi di tingkat lokal. Penelitian ini menyimpulkan bahwa strategi pemasaran HNI berpotensi berkelanjutan, dan disarankan penelitian lanjutan dengan pendekatan kuantitatif atau wilayah yang lebih luas.
Kata Kunci: Strategi Pemasaran Halal, Ekonomi Islam, Halal Network Indonesia