Marketing strategy and development of halal business in the digital era (case study on culinary SMEs of Sate Taichan in Medan City)
Keywords:
Digital Marketing Strategy, Development of Halal Business, MSMEs, Sate Taican, Sharia EconomyAbstract
This study aims to analyze marketing strategy, a focused plan used in the marketing industry to achieve optimal results. Using a marketing mix is one type of marketing approach that can be used to promote products and increase customer satisfaction. Four fundamental components make up the marketing mix: product, price, place, and promotion. These components are often referred to as the "4Ps" in marketing and are used to implement strategies to achieve business goals. The research method used was qualitative, with data collection techniques through interviews and direct observation. This study was conducted on April 30, 2025, located at Jl. Teuku Cik Ditiro, MSME Sate Taichan, Medan City, involving two main informants the owner of MSME Sate Taichan and employees or staff involved in business operations, as well as other supporting informants. This study uses the Miles & Huberman model data analysis technique. The results show that the marketing strategy used by culinary entrepreneurs such as Sate Taichan generally utilizes a combination of digital-era approaches. In practice, marketing is carried out through social media such as Instagram and TikTok, with the aim of reaching consumers widely and building an attractive product image among the younger generation. Social media is the main means for promoting menus, providing price information, and conveying promotions or discounts in real time. This study concludes that the synergy between digital marketing strategies and halal business principles can increase the competitiveness of MSMEs amidst intense market competition. This study also emphasizes the importance of digital literacy and a commitment to sharia values as the foundation for sustainable business development.
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