Analisis Strategi Pemasaran Syariah Berbasis Maqashid Syariah Pada Penjualan Produk Pakaian Muslimah di Branded Moslemwear 

Analysis of Sharia Marketing Strategy Based on Maqashid Sharia in Selling Muslim Clothing Products at Branded Moslemwear

Penelitian ini menganalisis strategi pemasaran syariah berbasis maqashid syariah pada penjualan produk pakaian muslimah di Branded Moslemwear. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus, di mana data dikumpulkan melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan software NVivo. Hasil penelitian menunjukkan bahwa Branded Moslemwear menerapkan strategi pemasaran berbasis marketing mix 4P (Product, Price, Place, Promotion) yang disesuaikan dengan prinsip maqashid syariah, yaitu menjaga agama (hifzh al-din), jiwa (hifzh al-nafs), harta (hifzh al-mal), akal (hifzh al-aql), dan keturunan (hifzh al-nasl). Strategi produk difokuskan pada pakaian muslimah yang halal, nyaman, dan sesuai syariat. Harga ditetapkan secara adil dengan memperhatikan kualitas dan memberikan diskon. Distribusi dilakukan melalui toko fisik, platform online, dan reseller untuk memperluas jangkauan pasar. Promosi dilakukan secara transparan melalui media sosial dan marketplace, dengan edukasi tentang pentingnya berpakaian syar’i. Penerapan maqashid syariah dalam pemasaran ini tidak hanya meningkatkan keuntungan bisnis tetapi juga menciptakan keberkahan dan kesejahteraan bagi pelanggan. Kata Kunci: Maqashid Syariah, Strategi Pemasaran, Marketing Mix, Branded Moslemwear. 

This study aims to analyze the marketing strategy sharia based on maqashid sharia in the sale of Muslim clothing products at Branded Moslemwear. The study used a qualitative approach with a case study method, where data was collected through interviews, observations, and documentation, then analyzed using NVivo software. The results showed that Branded Moslemwear implemented a marketing strategy based on the 4P marketing mix (Product, Price, Place, Promotion) which was adjusted to the principles of maqashid sharia, namely maintaining religion (hifzh al-din), soul (hifzh al-nafs), wealth (hifzh al-mal), reason (hifzh al aql), and descendants (hifzh al-nasl). The product strategy is focused on halal, comfortable, and sharia-compliant Muslim clothing. Prices are set fairly by paying attention to quality and providing discounts. Distribution is carried out through physical stores, online platforms, and resellers to expand market reach. Promotion is carried out transparently through social media and marketplaces, with education about the importance of dressing in accordance with sharia. The implementation of maqashid sharia in marketing not only increases business profits but also creates blessings and welfare for customers. Keywords: Maqashid Syariah, Marketing Strategy, Marketing Mix, Branded Moslemwear.