Pemasaran Syariah dan Kepercayaan Konsumen: Analisis pada Warung Lamongan Cak Hudi

Abstrak

This research is motivated by the phenomenon of global economic transformation driven by ethical and spiritual awareness, where consumer trust is a crucial aspect, especially in the halal culinary sector. Even though demand for MSME culinary delights is high, this sector often faces a trust deficit regarding issues of hygiene and certainty of product halalness. Sharia marketing exists as a solution through a framework based on prophetic values (siddiq, amanah, tabligh, fatonah) to build spiritual bonds with customers. This research aims to analyze marketing practices at Warung Lamongan Cak Hudi, their conformity with sharia marketing principles, and their implications for consumer trust in Kamal sub-district. The research method used is a qualitative approach with a type of field research. Data was collected through observation, in-depth interviews and documentation. Data analysis techniques include data reduction, data presentation, and drawing conclusions, by checking the validity of the data using source triangulation. The research results show three main findings: 1) the ability aspect, where the manager has high competence in maintaining taste, hygiene and professionalism in selecting fresh raw materials without preservatives as a form of trust. 2) the willingness to depend aspect, where consumers feel safe because of transparency and friendliness in service. 3) the honesty aspect, where the owner applies the Siddiq principle by not carrying out the practice of "price shooting". The research results show that the obstacles to sharia marketing at Warung Lamongan Cak Hudi consist of internal and external factors. Internal factors include the owner's lack of literacy, limited capital for halal-hygienic standardization, focus on daily survival mode, and mixed financial management. External factors are dominated by price wars due to the sensitivity of student consumers, uncertainty about the halalness of raw materials in traditional markets, and public skepticism towards the "syariah" label which makes owners choose to apply Islamic principles quietly.