THE INFLUENCE OF SHARIA MARKETING ON INCREASING SALES AT UD GEMILANG ASRI RATTAN

Abstract

Amidst intense competition, the micro, small, and medium enterprises (MSMEs) sector in Indonesia is growing rapidly and requires a robust marketing strategy. To increase customer trust and sales volume, UD Gemilang Asri Rattan, a rattan furniture company, strives to implement a sharia-compliant marketing strategy based on Islamic values such as shiddiq, amanah, tabligh, and fathanah. The purpose of this study is to empirically determine how sharia marketing influences UD Gemilang Asri Rattan’s sales growth. A Likert-scale questionnaire was administered to 28 respondents who were active customers as part of an associative quantitative research method. The sharia marketing variable only contributed 4.6% in explaining the variation in sales growth, while other factors outside the model accounted for the remaining 95.4%, according to the coefficient of determination (R²) analysis, which showed an R² value of 0.046. The regression model was considered inappropriate (not suitable) based on the results of the ANOVA test, which showed an F value of 1.267 with a significance level of 0.271 (>0.05). Furthermore, a partial t-test yielded a t-value of 1.126 with a significance level of 0.271, indicating that sharia marketing has a positive but negligible impact on sales growth. This suggests that, rather than the spiritual aspect of marketing, tangible product factors such as weave quality, design aesthetics, and affordability continue to dominate consumer purchasing decisions in the furniture craft industry.