Innovation of Marketing Digitalization in Mangathat Product: an Islamic Marketing Perspective

Fauziah, Indah (2025) Innovation of Marketing Digitalization in Mangathat Product: an Islamic Marketing Perspective. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The development of digital technology has significantly changed marketing strategies, including for MSME players like Mangathat. Digitalization of marketing is key in modern business development, especially in marketing local-based products. This research aims to analyze marketing digitalization innovation in Mangathat products and its application in Islamic marketing. This approach prioritises the principles of halalness, transparency, and ethics in digital marketing, from promotion to transactions and distribution. The strategies include using social media, sharia-based e-commerce, and halal payment systems to reach growing Muslim consumers. The research method used is descriptive qualitative through interviews, observation and documentation with descriptive data analysis. The results of the research discuss Mangathat's digital marketing innovations and strategies through WhatsApp, Instagram, and Shopee. The main innovation is the AI-based chatbor on WhatsApp and Shopee to increase the efficiency of customer interactions and transactions. Instagram is used for promotion and brand awareness through attractive visual content. From the perspective of Islamic marketing, this strategy must be based on the principles of honesty (Shiddiq), transparency (bayān), and justice (adl). Mangathat uses an AI-based chatbot and has ensured that information is clear and free from gharar (uncertainty). Promotions on Instagram must avoid tadlis (fraud), while transactions on Shopee must be in accordance with a legal contract and free from usury. The results show that Mangathat's marketing digitalization is effective in increasing competitiveness while at the same time aligning with sharia values, ensuring fairness and blessings in business.

Item Type:	Thesis ( S1 Undergraduate )
Additional Information:	Skripsi : Indah Fauziah NIM : 422021328055
Uncontrolled Keywords:	Keywords: Innovation; Digital Marketing; Islamic Marketing
Subjects:	Dewey Decimal Classification > 000 - Komputer, Informasi dan Referensi Umum > 000 - Ilmu komputer, informasi dan pekerjaan umum > 000 - Ilmu komputer, informasi dan pekerjaan umum 23rd Dewey Decimal Classification > 000 - Komputer, Informasi dan Referensi Umum > 000 - Ilmu komputer, informasi dan pekerjaan umum > 000 - Ilmu komputer, informasi dan pekerjaan umum Dewey Decimal Classification > 000 - Komputer, Informasi dan Referensi Umum > 000 - Ilmu komputer, informasi dan pekerjaan umum > 003 - Sistem-sistem 23rd Dewey Decimal Classification > 000 - Komputer, Informasi dan Referensi Umum > 000 - Ilmu komputer, informasi dan pekerjaan umum > 003 - Sistem-sistem Dewey Decimal Classification > 000 - Komputer, Informasi dan Referensi Umum > 000 - Ilmu komputer, informasi dan pekerjaan umum > 005 - Pemrograman komputer, program dan data 23rd Dewey Decimal Classification > 000 - Komputer, Informasi dan Referensi Umum > 000 - Ilmu komputer, informasi dan pekerjaan umum > 005 - Pemrograman komputer, program dan data
Divisions:	Fakultas Syariah UNIDA Gontor > Hukum Ekonomi Syariah
Depositing User:	2021 Indah Fauziah
Date Deposited:	03 Mar 2025 01:32
Last Modified:	03 Mar 2025 01:32
URI:	http://repo.unida.gontor.ac.id/id/eprint/6236