Islamic Business Ethics as a Mediating Mechanism between Marketing Strategy and Seaweed Sales
Keywords:
Islamic business ethics, marketing strategy, sales performance, mediation effect, seaweed industry, value-based marketingAbstract
Seaweed is a strategic coastal commodity, yet sales growth at the level of small producers and micro-entrepreneurs is often constrained by limited marketing capabilities, dependence on intermediaries, and weak value communication. At the same time, intensified transactions increase the need for stronger ethical governance to sustain trust and long-term exchange relationships. This article examines Islamic business ethics as a mediating mechanism that explains how marketing strategy contributes to seaweed sales. Conceptually, a more adaptive marketing strategy covering network/channel strengthening, customer orientation, quality-based differentiation, and consistent promotional communication can enhance ethical practices (honesty, trustworthiness, fairness, transparency, and contract fulfillment). These ethical practices, in turn, strengthen trust, lower perceived risk, reduce transaction costs, and support repeat purchasing, thereby increasing sales. This argument aligns with value-based marketing literature in halal/Islamic contexts that emphasizes the integration of marketing capabilities and ethical compliance to improve performance. The analysis indicates that marketing strategy positively affects sales; marketing strategy positively affects Islamic business ethics; and Islamic business ethics positively affects sales. These relationships support the mediating role of Islamic business ethics in translating marketing strategy into sales outcomes. Practically, the findings suggest that seaweed actors should combine market-oriented strategies with ethical standard operating procedures such as standardizing quality information, transparent pricing, contract clarity, and complaint-handling mechanisms to improve credibility, expand market access, and achieve more stable, sustainable sales growth
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