Strategi Pemasaran dan Pelayanan Berbasis Nilai-Nilai Keagamaan dalam Industri Busana Muslim: Studi Kasus Toko Zoya Indonesia

Abstract

This research aims to investigate the impact of religious values-based marketing and service strategies in the Muslim fashion industry, with a case study on Zoya Boutique. The results of the study show that the implementation of marketing and service strategies based on religious values at Zoya Boutique has had a significant and positive impact. This is reflected in a significant increase in sales, higher levels of customer satisfaction, and the creation of an environment that promotes religious values.The study also identifies several unique practices, such as greeting customers with "Assalamualaikum," praying together before store opening, and conducting congregational prayers, which have strengthened the bond between the boutique and its customers, enhanced customer loyalty, and created an atmosphere rooted in Islamic religious values.Recommendations for improvement include considering increased utilization of technology for online services and expanding product offerings. This will help companies better cater to customer needs while still promoting religious values.In conclusion, this research affirms that marketing and service strategies based on religious values have a positive impact on sales, customer satisfaction, and a company's culture in the Muslim fashion industry. It offers valuable guidance for similar companies looking to enhance their business practices while upholding religious values.