The Strengthening of Batik Talunombo Product Development from the Perspective of Sharia Marketing

Abstract

Talunombo Batik ’Celosia’, a home industry established in 2017, holds great potential for regional economic development. However, the challenges of modern market competition and globalization require strategic approaches to enhance product competitiveness. This research examines the strengthening of Talunombo Batik products from the perspective of sharia marketing, which emphasizes the principles of Rabbaniyah (spirituality), Akhlaqiyah (ethics), Waqi’iyah (realism), and Insaniyah (humanity). The research method used is qualitative, with the object of study at Omah Batik Carica Lestari Talunombo. Data were obtained through interviews, observations, and documentation. The findings show that the application of sharia marketing principles, such as divinity values, honesty, and quality service, can improve the positive image of Talunombo Batik and expand its market share. With sharia marketing strategies focusing on divine values, Talunombo Batik products can be developed with integrity and fairness. This study concludes that sharia marketing is an effective approach to support the strengthening and development of Talunombo Batik products amidst increasing market competition.

Keywords

• strengthening
• development
• rabbaniyah
• akhlaqiyah
• waqi’iyah
• insaniyah