Islamic Marketing Principles and the 4P Marketing Mix in Small Textile Manufacturing: Evidence from PT. AKBARTEX, West Java, Indonesia

Abstract

Small and medium textile enterprises in Indonesia's competitive sarong (sarung) manufacturing cluster face persistent challenges in reconciling commercial marketing imperatives with Islamic ethical norms. This study investigates how PT. AKBARTEX  a sarong manufacturer in the Pangguh cluster, Kabupaten Bandung  operationalises the 4P marketing mix (product, price, place, promotion) and whether its marketing conduct satisfies the four characteristics of Islamic marketing identified by Kartajaya and Sula (2006): rabbaniyyah (theistic orientation), akhlaqiyyah (ethical conduct), al-waqi'iyyah (professional realism), and al-insaniyyah (humanistic equity). Employing an interpretive qualitative case study design combining in-depth interviews, document analysis, and non-participant observation the research traces the causal relationship between marketing strategy, Islamic marketing compliance, and sales performance outcomes. Findings reveal that PT. AKBARTEX's conventional 4P mix is substantively congruent with Islamic marketing norms at the product-quality, pricing-justice, and service-conduct dimensions, while exhibiting under-development in digital promotion strategy and formal halal governance documentation. The study contributes a diagnostic alignment model — the 4P-IM Integration Framework that maps conventional marketing variables onto Islamic marketing characteristics for SME application, advancing the empirical literature on Islamic marketing beyond the banking sector into the real-sector manufacturing context