Analisis Strategi Pemasaran Syariah Terhadap Pengembangan Usaha Kopi Robusta Dan Arabika Temanggung (Studi Kasus UMKM Kopi A.S Temanggung)

Indonesia is a well-known coffee regions in Indonesia, Temanggung Regency, Central Java is one of the regions that has sufficiently developed coffee-producing regions. Located between Mount Sindoro and Mount Sumbing. Many UMKM are engaged in the coffee sector, so it does not rule out competition. So entrepreneurs are required to have a good marketing strategy so that their products can develop and compete with others. Sharia marketing is one of marketing that is in accordance with sharia principles and values. It is run based on Al-Quran and the Sunnah of the Prophet Muhammad SAW. The purpose of this study was to analyze the marketing strategy of A.S Temanggung Coffee based on the suitability of sharia marketing strategy. This type of research is field research, using a qualitative descriptive approach. The results showed that the marketing strategy of A.S Temanggung Coffee was in accordance with the sharia marketing strategy. A.S Temanggung Coffee implements an undifferentiated marketing strategy (does not discriminate the market). It has imitated the marketing practices of the Prophet Muhammad SAW starting from segmentation and targeting, positioning, to the marketing mix. A.S Temanggug Coffee Applying four characteristics of sharia marketing namely, Theitis or Godhead (Rabbaniyah), Ethical (Akhlaqiyyah), Realistic (AlWaqi'iyyah), and Humanitis (Al-Insaniyyah). In marketing activities, marketers also apply the four qualities of the Prophet Muhammad SAW that are the key to success in business, namely shiddiq (honest and true), trustful (trustworthy), fathanah (smart and wise), and communicative