IDENTIFICATION OF SHARIAH MARKETING DIGITAL CONSTRAINTS IN INDONESIA

Abstract

The purpose of this study is to identify various barriers to sharia marketing. The method used is descriptive research, using a variety of relevant literature. Secondary data from various literatures were analyzed to draw conclusions using the four steps of qualitative analysis, namely data collection, data classification, data reduction, and drawing conclusions. Based on the results of data analysis, it can be concluded that the types of sharia marketing viewers are: a) the lack of qualified human resources, especially graduates and human resources who are competent in sharia marketing, b) future growth is highly dependent on the availability of venture capital, resources and international segments, c) lack of coordination with the government, especially in terms of legality, d) difficulties in entering markets where the majority of consumers are more familiar with conventional, e) products are still less varied than conventional, f) distribution and supervision is still minimal. The various threats that threaten Islamic marketing include: a) competitors, especially conventional, creating various innovations and promotions that are intense in the community, b) the global economic conditions that are less friendly, c) the slow process of supporting government regulations, d) Islamic marketing is still slow in empowering technology which continues to grow rapidly, e) Developed countries still dominate world markets, f) cultural and racial conflicts often occur, and f) competitors have unlimited financial support.