Objective: Marketing strategies play a crucial role in influencing consumer behavior, and one of the commonly employed techniques is the use of marketing gimmicks. This study aims to analyze the impact of marketing gimmicks on consumer buying interest while examining the values of honesty and consistency in their application from the perspective of Sharia business principles. Theoretical framework: The theoretical framework of this research is based on Islamic business ethics, particularly the principles of honesty (shidq) and consistency (istiqamah) in trade. Literature review: The literature review explores various studies on marketing strategies, consumer behavior, and ethical considerations in business, particularly within the framework of Islamic economics. Methods: This study employs a qualitative field research method. Data collection was conducted through direct interviews with fruit traders and their customers to obtain firsthand insights into marketing gimmicks used in the marketplace. The analysis utilizes an interpretative approach to understand the alignment of these gimmicks with Islamic business ethics. Results: The findings indicate that many fruit traders implement marketing gimmicks that can sometimes mislead consumers, particularly in price determination and product presentation. While these gimmicks effectively attract consumer interest, they often lack transparency, leading to misunderstandings about the actual value of the products. The study highlights that such practices contradict the fundamental Sharia business principles of honesty and consistency, which emphasize truthful representation and ethical sales practices. Implications: The implications of this research suggest the need for increased awareness and education among traders regarding ethical marketing strategies that align with Islamic values. Policymakers and business associations could also play a role in promoting fair trade practices that uphold integrity in business transactions. Novelty: The novelty of this research lies in its integration of Islamic business ethics with modern marketing strategies.
Muthoifin et al. (Sun,) studied this question.