MARKETING IJEN-RAUNG ARABICA COFFEE BASED ON SHARIA PRINCIPLES TO ENTER THE INTERNATIONAL MARKET

Malinda, Abel Ayu (2026) MARKETING IJEN-RAUNG ARABICA COFFEE BASED ON SHARIA PRINCIPLES TO ENTER THE INTERNATIONAL MARKET. International International Journal of Management and Business Economics (IJMEBE), 4 (3). pp. 744-751. ISSN 2964-9412

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Abstract

Indonesia is one of the world's largest coffee-producing countries, yet the export
potential of premium coffee products, including Ijen-Raung Arabica Coffee from
Bondowoso, has not been fully realized due to limited domestic market adoption
and increasing global competition. This study aims to formulate an effective
marketing strategy for Ijen-Raung Arabica Coffee by integrating Sharia
principles to enhance its competitiveness in the international market. A
qualitative descriptive approach was employed. Data were collected through
questionnaires, interviews, observations, documentation, and a literature
review conducted in Bondowoso Regency, East Java, and were analyzed using
thematic analysis. The findings reveal that an effective international marketing
strategy should integrate the marketing mix (product, price, place, and
promotion), market segmentation, and target market selection with Sharia
marketing principles, including honesty, transparency, fairness, social
responsibility, and halal value chain integration. In addition, the distinctive
flavor, premium quality, product innovation, continuous quality improvement,
product differentiation, and digital marketing strengthen the competitive
advantage of Ijen-Raung Arabica Coffee in the global market. The study
concludes that integrating Sharia-based marketing principles with product
quality enhancement and digital marketing provides an effective strategy for
expanding the international market presence of Ijen-Raung Arabica Coffee while
maintaining ethical and sustainable business practices.

Item Type:	Article
Uncontrolled Keywords:	Marketing Sharia; Ijen Coffee Bondowoso
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Agama Islam > S1 Ekonomi Syari'ah
Depositing User:	Unnamed user with email abelayu03@gmail.com
Date Deposited:	26 Oct 2026 03:47
Last Modified:	26 Oct 2026 03:47
URI:	https://repository.unuja.ac.id/id/eprint/5315

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