Islamic Marketing Mix Strategy Analysis for Rengginang Products: A Study in Klompang Barat Village, Pakong, Pamekasan

Abstract

This study was conducted to analyze the implementation of Islamic marketing mix strategies in the rengginang (traditional rice cracker) business in Klompang Barat Village, Pakong District, Pamekasan Regency. The research method employed was a qualitative approach with a field research design. Data were gathered through observation, interviews, and documentation involving both business owners and consumers of the rengginang products. Based on the research findings, it is revealed that the implementation of the Islamic marketing mix strategy in the rengginang business has been carried out quite well. The products marketed exhibit good quality, a distinctive taste, affordable pricing suitable for the community, and excellent customer service, which successfully attract consumer interest on a consistent basis. In addition, the application of Islamic principles such as honesty, trustworthiness, maintaining cleanliness, and using halal ingredients has become a pivotal factor in building consumer trust toward these rengginang products. However, several constraints remain within the marketing activities, including simple product packaging, less than optimal promotional strategies, and limited utilization of social media. Therefore, innovation in product packaging and the development of digital marketing are highly necessary so that rengginang products can expand their market reach, increase sales volume, and effectively compete with other products in today's modern era. A well-formulated marketing strategy is also expected to support the sustainable development of the growing business, strengthen the local community's economy, and enhance the competitiveness of local products amid increasingly rapid business competition.