Implementasi Etika Bisnis Islam Dalam Meningkatkan Loyalitas Konsumen: Studi Pada Raja Kebab Magetan

Abstract

This study aims to examine the implementation of Islamic business ethics at Raja Kebab Magetan, a local kebab culinary business, analyze its influence on consumer loyalty, and identify the supporting and inhibiting factors in its implementation. The kebab business in Indonesia has grown rapidly, yet ethical practice in daily operations still shows a gap between expected principles and actual implementation, particularly among micro-scale culinary businesses that remain underexplored in prior research. This study employs a qualitative approach with a case study design, conducted at Kedai Raja Kebab, Parang Village, Magetan Regency. Data were collected through observation, semi-structured interviews with the owner, employees, and consumers, and documentation, then analyzed using the Miles and Huberman interactive model consisting of data reduction, data display, and conclusion drawing. Data validity was ensured through source triangulation, confirmability, transferability, and dependability. The results show that Raja Kebab Magetan has implemented five principles of Islamic business ethics shiddiq (honesty), amanah (trustworthiness), ‘adl (justice), ihsan (excellence), and halal wa tayyib reflected in transparent product presentation, fair portioning, open pricing, quality raw materials, employee welfare, and friendly service. The application of these values positively contributes to three indicators of consumer loyalty: repurchase intention, positive recommendation, and long-term commitment. Supporting factors include consistent taste quality, good and polite service, and openness to feedback, while inhibiting factors include intense culinary business competition and limited product innovation. This study offers empirical contribution to Islamic business ethics studies in the micro-scale culinary sector, a segment less explored compared to larger, more formal businesses.