Analysis Of Sales Strategies At Ummah Izqi Café From The Perspective Of Islamic Business Ethics

Abstract

Sales strategy is important for sustaining culinary businesses in an increasingly competitive market. From an Islamic perspective, however, sales performance cannot be separated from the ethical manner in which transactions are conducted. This study aims to analyze the sales strategies implemented at Ummah Izqi Café and examine them through the principles of Islamic business ethics. The study employs a qualitative field-research approach using observation, semi-structured interviews, and documentation. Data were analyzed through data reduction, data display, and conclusion drawing/verification. The findings identify product diversification, product-quality maintenance, pricing, customer service, promotion, and consumer relationship management as the main sales strategies described in the field data. These strategies are interpreted through shiddiq (honesty), amanah (trustworthiness), al-'adl (justice), responsibility, transparency, and mutual consent. The analysis shows that ethical considerations are embedded in product quality, price communication, promotional information, customer service, and consumer relationships. The study contributes a practice-oriented account of how sales activities in a local culinary MSME can be examined through an Islamic ethical framework. Because the study focuses on a single business and uses a qualitative design, its findings are contextual rather than statistically generalizable.