Implementasi Prinsip-Prinsip Etika Bisnis Islam Dalam Pemasaran Produk Dan Layanan Di BMT UGT NUSANTARA
DOI:
https://doi.org/10.31004/joecy.v5i2.1045Keywords:
Implementasi, Etika Bisnis, PemasaranAbstract
Penelitian ini mengkaji penerapan prinsip-prinsip etika bisnis Islam dalam pemasaran produk dan layanan di BMT UGT Nusantara. Tujuan dari penelitian ini adalah untuk menganalisis bagaimana nilai-nilai utama dalam etika bisnis Islam, seperti kejujuran (shiddiq), amanah, dan keadilan diterapkan dalam strategi pemasaran serta dampaknya terhadap kepercayaan dan loyalitas nasabah. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus pada BMT UGT Nusantara. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi langsung, dan dokumentasi. Analisis data dilakukan dengan metode reduksi data, penyajian data, dan penarikan kesimpulan secara induktif.
Hasil penelitian menunjukkan bahwa prinsip shiddiq diterapkan melalui komunikasi pemasaran yang jujur dan transparan, sedangkan prinsip amanah diwujudkan dalam tanggung jawab pelayanan dan pemenuhan janji kepada anggota. Nilai-nilai etika Islam juga dijadikan strategi diferensiasi yang memperkuat citra positif BMT di mata masyarakat.
Penerapan etika bisnis Islam ini tidak hanya menjadi pondasi moral lembaga, tetapi juga terbukti efektif dalam meningkatkan kepercayaan, loyalitas, dan hubungan jangka panjang dengan nasabah. Temuan ini menunjukkan bahwa etika bisnis Islam dapat menjadi kekuatan strategis dalam pengelolaan dan pemasaran lembaga keuangan syariah secara berkelanjutan dan kompetitif.
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