Upholding Sharia Character: Marketing Communication at Marwah Syariah Guest House Balikpapan

Abstract

Abstract—The misuse of lodging facilities for criminal and immoral activities is a recurring issue, with property owners prioritizing profit over ethical considerations. This research sheds light on the vital importance of effective marketing communication strategies within the context of Sharia-based lodging establishments, using one of the best Sharia accommodations in Balikpapan, namely Marwah Syariah Guest House as a research object. By aligning with Philip Kotler and Kevin Lane Keller’s 7P marketing communication framework (Product, Price, Place, People, Promotion, Process, and Physical Evidence). The research reveals Marwah Syariah’s approach to maintaining a Sharia character while ensuring profitability. Furthermore, the research highlights Marwah Syariah’s commitment to upholding Sharia’s character throughout the 7P’s key marketing elements, marketing communication objectives, marketing communication tools, and marketing communication stages. This research was conducted to emphasize the importance of effective communication in conveying product information and preventing losses due to ineffective promotional activities. This research contributes valuable insights into Sharia-based places, offering a reference for consumers who seeking Sharia accommodations and supporting the competitiveness of these establishments within the hospitality industry. Ultimately, it underscores the importance of aligning marketing communication strategies with Sharia’s character to achieve sustainable success in the Sharia lodging business.