BUSINESS STRATEGIES OF MUSLIM TRADERS IN THE MADINA RESTAURANT
Authors: Saputra Hendra Eka 
Published: August 2024

Purpose: This study aims to find out how the business strategy carried out by the Medina restaurant (depot) so that it still survives from generation to generation with the indicators of Rasulullah’s business strategy and general strategy.
 
Theoretical Reference: The principle of Muslim entrepreneur is reflected in the figure of Rasulullah SAW, according to Jusmaliani (2008: 15): 1.) Freedom 2.) Justice/moral, honest, and fair 3.) Good morals/polite and good behavior Islam justifies transactions in business, trade or buying and selling. However, people in carrying out their business or business are required to be in accordance with the rules that already exist in religion as the main goal is to obtain blessings from Allah SWT and His pleasure. Prioritizing morals for Muslim businessmen in running their business has been done and can be used as an example of Rasulullah SAW. The morals of Rasulullah SAW in doing business include (Farid: 2017: 15): a. Shidiq (Honest) b. Trust (responsibility) c. Not Cheating d. Keeping promises e. Generous (Freedom) f. Be patient g. forgiving h. Philanthrope 4.) Trading Transactions The business strategies that are commonly used and have also been carried out by Rasulullah SAW include (Rahayu, 2009a, 2009b: 51): 1.) Always introduce new products (differentiation) 2.) Creating a different product/positioning strategy (differentiation) 3.) Conduct market research (differentiation) Analyzing the market of course there is a process of assessing market research, segmentation, and market forecasts. The strategy that is usually used as a reference is a SWOT analysis, including: a. Strength b. Weaknesses c. Opportunity d. Threat 4.) Lower costs than competitors (low cost) 5.) Products with efficient cost (low cost) 6.) Improved coordination of various products (low cost) 7.) Optimization of production tools and facilities (low cost) 8.) Conduct cost analysis (low cost) 9.) Increased availability of work equipment (low cost) 10.) Focus on specific customers (focus strategy) 11.) Focus on certain products (focus strategy) 12.) Focus on certain market segments (focus strategy).
 
Method: This type of research is qualitative using case study methods and analysis. The primary data source of this study, with the main source being the owner of the Madinah depot, then the researchers used triangulation of other sources, namely from suppliers, employees, customers and finally the surrounding community. Data collection techniques through interviews and observations. Data analysis techniques are first reviewed, data reduction, checking the validity of the data and finally analyzing the data.
 
Results and Conclusion: Implications of research: Medina restaurant owners tend to use the business strategy carried out by Rasulullah SAW. The business that is carried out can survive because the founders involve the second generation and the second generation involves the third generation in doing business. There is an unintentional or planned knowledge transfer process that makes the Medina depot survive and still exist. Operating to date. In this study, it was also found that the first and second generations have other businesses outside the Medina depot business
 
Originality/value: he last finding in this study is the creation of loyalty from customers, this occurs when the first generation has loyalty to Allah SWT and fellow humans. This is a good thing that can be felt by the next generation.