Evaluating Sharia-Based Marketing Strategies and Their Effect on Purchase Intention in Higher Education Enterprises

Andi Triyawan; Irham Abied Alhasani; Nurizal Ismail

doi:10.70550/bisma.v2i3.145

Authors

Andi Triyawan Universitas Darussalam Gontor Author
Irham Abied Alhasani Universitas Darussalam Gontor Author
Nurizal Ismail IIUM-Internasional Islamic University Malaysia Author

DOI:

https://doi.org/10.70550/bisma.v2i3.145

Keywords:

Unida Gontor, Purchase Intention, Sharia Marketing Strategy, Consumer Loyality

Abstract

This study aims to analyze the influence of the sharia marketing mix on consumer purchase intention. The sharia marketing mix not only adopts conventional marketing principles but also emphasizes Islamic values based on honesty, justice, and blessings. A quantitative approach was employed by distributing questionnaires to consumers of products and services, and the collected data were analyzed using multiple regression to examine the effects of product, price, promotion, and distribution variables from a sharia perspective. The findings reveal that all sharia marketing mix variables have a positive and significant effect on consumer purchase intention, with sharia promotion identified as the most dominant factor. These results indicate that the implementation of sharia-compliant marketing strategies can enhance consumer trust, loyalty, and purchasing tendencies. This study is expected to provide practical contributions to the development of more effective sharia marketing strategies to remain competitive in the modern business era.

Downloads

Download data is not yet available.

References

Azizah, D. I., & Hermawan, C. (2025). Analisis Pengaruh Bauran Pemasaran Terhadap Konsumen Dalam Memilih Coffee Shop. Jurnal Manajemen DIVERSIFIKASI. https://doi.org/10.24127/diversifikasi.v5i1.7423

Ismailiah, N., Kosim, A., & Hakiem, H. (2022). Analisis Strategi Pemasaran Madu Berbasis Syariah. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam. https://doi.org/10.47467/elmal.v3i5.1110

Kartika, N. E., Hardjadi, D., & Gunawan, W. (2024). Product Differentiation And Brand Awareness Strategies In Increasing Interest In Becoming Sharia Banking Customers. International Journal of Economics, Business and Accounting Research (IJEBAR). https://doi.org/10.29040/ijebar.v8i1.11779

Khairunnisa, R., & Fasa, M. (2024). Analisis Strategi Pemasaran Syariah Dan Dampaknya Terhadap Minat Pembelian Konsumen Produk Halal. Jurnal Ilmiah Ekonomi, Manajemen Dan Syariah. https://doi.org/10.55883/jiemas.v3i3.69

Majid, M. I., & Safar, M. P. (2024). Analisis Penerapan Strategi Marketing Mix Syariah dalam Meningkatkan Minat Beli Konsumen pada Produk Todays Donut di Kota Bandung. As-Syirkah: Islamic Economic & Financial Journal. https://doi.org/10.56672/syirkah.v3i2.220

Maulana, R., Harahap, D. A., & Rohandi, M. (2023). Pengaruh Location, Electronic Word of Mouth dan Social Media Marketing Terhadap Purchase Interest Property Sharia Islamic Soreang PT Sharia Greenland Nagrak. Bandung Conference Series: Business and Management. https://doi.org/10.29313/bcsbm.v3i1.7174

Mundir, A., & Rahayu, A. A. (2022). Pengaruh Bauran Pemasaran 4p (Produk, Price, Place, Promotion) Dan Kualitas Pelayanan Berbasis Syariah Terhadap Keputusan Konsumen Untuk Membeli Di Toko Yunika Jabon Sidoarjo. Jurnal Mu’allim. https://doi.org/10.35891/muallim.v4i1.2949

Paujiah, R., Kosim, A., & Gustiawati, S. (2020). Pengaruh Bauran Pemasaran Syariah dan Label Halal terhadap Keputusan Pembelian. 1, 144–163. https://doi.org/10.31000/almaal.v1i2.1847

Rika, Mardia, & Sunarta, D. A. (2023). Strategi Pemasaran Syariah Dalam Peningkatan Minat Beli Masyarakat Pada Bisnis Online Di Kecamatan Batulappa Kab. Pinrang. Jurnal Ekonomi Bisnis Dan Manajemen. https://doi.org/10.59024/jise.v1i2.125

Rozikin, K., Musthofa, M., & Nurjali, N. (2025). Analysis Of Sharia Marketing Strategies in Micro Businesses. Zabags International Journal of Economy. https://doi.org/10.61233/zijec.v3i1.98

Sari, M. D., Astuti, W., & Supriadi, B. (2025). The Role of Price, Promotion, and Purchase Decisions for Syariah Property in Ponorogo Regency. International Journal of Management and Economics Invention. https://doi.org/10.47191/ijmei/v11i7.03

Syarifuddin, A., & Mahesa, A. (2020). Bauran Pemasaran Dan Sharia Compliance Terhadap Loyalitas Pelanggan. 7, 57–73. https://doi.org/10.24252/lamaisyir.v7i1.13317