Sharia-Based Marketing Strategies For Ijen-Raung Arabica Coffee In International Markets

Abstract

Indonesia is one of the world's leading coffee-producing countries with significant export potential. However, several specialty coffee products, including Ijen-Raung Arabica Coffee from Bondowoso, still face challenges in strengthening their market position and expanding their presence in international markets. This study aims to formulate effective marketing strategies for Ijen-Raung Arabica Coffee by integrating Sharia marketing principles to enhance its competitiveness in the global market. This research employed a descriptive qualitative approach. Data were collected through interviews, observations, questionnaires, and documentation involving coffee farmers, micro and small enterprises (MSMEs), and related stakeholders in Bondowoso Regency. The collected data were analyzed using thematic analysis to identify key patterns and strategic marketing opportunities. The findings reveal that Ijen-Raung Arabica Coffee possesses strong competitive advantages, including its distinctive flavor, high quality, geographical indication protection, and growing international recognition. The study also found that the implementation of Sharia marketing principles, such as honesty, transparency, fairness, and social responsibility, contributes to building consumer trust and strengthening the product's market position. In addition, effective marketing strategies include product innovation, quality improvement, market segmentation, product differentiation, and the utilization of digital marketing platforms to reach broader international consumers. In conclusion, the integration of Sharia marketing principles with quality-oriented marketing strategies can enhance the competitiveness of Ijen-Raung Arabica Coffee and support its sustainable expansion into international markets.