Strategi Promosi Berbasis Etika Bisnis Islam pada Industri Genteng Tradisional di Era Digital

This study aims to describe the promotional strategies of traditional roof tile businesses in Wringinanom Village, Sambit Subdistrict, Ponorogo Regency in the digital era, analyze the application of Islamic business ethics in promotional activities, and formulate directions for developing promotion based on Islamic business ethics. The study employs a qualitative approach with a descriptive design. Data were collected through interviews with five informants (roof tile business owners and the village head) and documentation, then analyzed using the Miles et al. interactive model, comprising data reduction, data display, and conclusion drawing. The results show that promotion combines Word of Mouth (WOM) with digital media (Facebook, WhatsApp, Instagram, and TikTok). According to the informants, WOM remains the main strategy, while digital media are used in a simple way to extend reach, forming a hybrid promotional pattern. The values of sidq (honesty), amanah, responsibility, courtesy, and healthy competition were expressed by the informants and are visible in promotional practices, including production-process content and customer testimonials. However, their application remains individual and has not become a shared standard, and some business owners reported that price undercutting on social media reduces their profits. The proposed directions for developing promotion include strengthening digital content, testimonial-based electronic Word of Mouth (e-WOM), improving business owners' digital skills, and reinforcing an ethics-based sharia marketing identity. This study proposes a conceptual model linking product quality, Islamic business ethics, WOM/e-WOM, and digital promotion to customer trust as perceived by the informants. These relationships require further testing in future research.