MARKETING STRATEGY OF LAGUNDI SEAWEED PROCESSED PRODUCTS AND ITS IMPACT ON COMMUNITY WELFARE IN LIYA MAWI VILLAGE FROM THE PERSPECTIVE OF ISLAMIC ECONOMICS

Abstract

The objectives of this study are: (1) To examine the marketing strategy of Lagundi seaweed processed
products in Liya Mawi Village, Wakatobi Regency; (2) To analyze the welfare of the community in Liya
Mawi Village, Wakatobi Regency; and (3) To understand how the marketing strategy of Lagundi seaweed
processed products contributes to community welfare based on Islamic economic principles. This
research uses a qualitative approach. The study was conducted in Liya Mawi Village, Wakatobi Regency,
with the marketing strategy of Lagundi seaweed products and its relation to community welfare as the
main focus.The findings of this research indicate that: (1) The marketing strategy of Lagundi seaweed
processed products involves a series of steps and tactics based on the marketing mix—product, price,
place, and promotion—to promote and sell the products; (2) The growth of productive economic activities
such as seaweed processing has contributed to improving the community’s welfare in several aspects,
including education,health, clothing, food, and housing; (3) The business activities of Lagundi seaweed
products are carried out based on sharia economic principles that emphasize justice, balance, and
transparency