Marketing Strategy Analysis of Bedelaw Grafis through the Islamic Marketing Mix (9P) Approach

Abstract

The increasing demand for ethical and value-based business practices has encouraged small and medium enterprises to adopt marketing strategies grounded in Islamic principles. However, studies examining the implementation of the Islamic Marketing Mix (9P) in local printing businesses remain limited. This study aims to analyze the implementation of the Islamic Marketing Mix at Bedelaw Grafis and assess its conformity with Islamic business ethics. A qualitative case-study approach was employed through observation, in-depth interviews, and documentation involving the business owner and employees. Data were analyzed using data reduction, data display, and conclusion drawing techniques. The findings indicate that Bedelaw Grafis has generally implemented Islamic values across the nine dimensions of the Islamic Marketing Mix, namely product, price, place, promotion, people, process, physical evidence, promise, and patience. Product and pricing practices emphasize halal principles, transparency, and fairness. Distribution and promotional activities prioritize honesty and accessibility, while employee behavior and service processes reflect courtesy, responsibility, and professionalism. The dimensions of promise and patience are demonstrated through commitment to service quality, fulfillment of customer agreements, and ethical business conduct. These practices appear to support business sustainability and strengthen ethical business relationships. This study contributes to the Islamic marketing literature by providing empirical evidence regarding the implementation of the Islamic Marketing Mix (9P) within a creative small and medium enterprise and offers practical insights for the development of ethical and sustainable marketing strategies.