Analysis of the implementation of sharia marketing in beauty salons: a case study of Cahaya Muslimah salon dan spa
Keywords:
Sharia Marketing, Promotion Strategy, Muslimah Salon, Sharia ValuesAbstract
Islamic marketing is a marketing approach rooted in Islamic ethical principles such as honesty, justice, and transparency. This study aims to analyze the implementation of Sharia-based marketing strategies and identify the challenges faced by Cahaya Muslimah Salon and Spa, a Sharia-compliant beauty business in Medan, Indonesia. Using a qualitative descriptive method, data were collected through interviews, observations, and documentation. The findings show that marketing activities are conducted through educational and personal approaches that emphasize honesty and trust. Sharia values are reflected in the use of halal products, employment of female staff, and protection of customer privacy. However, challenges such as limited human resources and underutilized digital promotion remain. This study contributes to understanding how Sharia marketing principles are practically applied in the beauty service industry and demonstrates that ethical, value-based marketing can enhance consumer trust, satisfaction, and loyalty in accordance with Islamic business ethics.
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