Strategi Digital Marketing Syariah dalam Meningkatkan Jumlah Konsumen di Pink Family Resto Pantai Tanjung Bias, Lombok

Abstract

The development of culinary tourism at Tanjung Bias Beach has made a significant contribution to increasing the economic activity of the local community. Along with this development, technological advances have driven changes in marketing patterns, particularly through digital marketing strategies, both conventional and sharia-based. Pink Family Resto, as one of the halal culinary destinations in the Tanjung Bias Beach area, faces intense competition and therefore needs to implement innovative marketing strategies that remain grounded in Islamic values. This study aims to examine the implementation of sharia digital marketing strategies in increasing the number of consumers at Pink Family Resto Lombok, Tanjung Bias Beach.This research uses a qualitative descriptive method with data collection techniques including non-participant observation, semi-structured interviews, and documentation. Informants were determined using purposive sampling, consisting of the owner, staff, and consumers of the restaurant. The results of the study indicate that the implementation of sharia digital marketing strategies at Pink Family Resto Lombok, Tanjung Bias Beach is strategically effective in increasing the number of consumers. This can be seen from the consistent monthly increase in the number of consumers and menus sold, as well as the wider market reach through the use of digital platforms such as Instagram, Facebook, TikTok, WhatsApp Business, and Google Maps. The application of sharia principles in digital marketing—such as honesty, transparency, and the presentation of halal and thayyib products—has successfully built consumer trust and loyalty.