Implementasi Sustainable Marketing Orientation Pada Konteks Pemasaran Perawatan Kulit Halal di Pondok Pesantren

Abstract

This study examines how Sustainable Marketing Orientation (SMO) operates within the marketing of halal cosmetic products in Islamic boarding schools (pesantren), focusing on the interaction between ethical capabilities, societal engagement, strategic integration, and the community’s collective religious values.  Using a multi-site qualitative design, the research was conducted across nine pesantren in Central Java that have collaborated with halal cosmetic companies in community-based educational programs.  We gathered data through semi-structured interviews, participant observation, and documentation, followed by a reflective thematic analysis supported by NVivo 12 Pro, which involved open, axial, and selective coding stages.  Findings indicate that skin health problems among female students are significantly influenced by institutional policies that conflate skincare with makeup, resulting in limited access to skincare despite its health benefits.  Among the three pillars of SMO, societal engagement emerges as the most influential dimension in shaping brand acceptance.  Activities such as halal beauty workshops and educational forums align well with the pesantren’s communal learning culture, fostering trust and legitimacy.  Ethical capabilities—particularly transparency, safety assurance, and clarity of halal claims—serve as foundational requirements for brand credibility, especially in traditional pesantren where moral standards are highly guarded.  Strategic integration is effective when marketing messages receive validation from internal authorities, demonstrating the centrality of hierarchical influence within pesantren governance.  A key theoretical contribution of this study is the identification of collective religious values as an interpretive mechanism that mediates the acceptance of halal marketing practices.  These values serve as a moral legitimacy filter, determining whether marketing activities are culturally appropriate and spiritually aligned.  Practically, the study recommends that halal cosmetic companies prioritize community-based engagement, long-term relationship building, and collaboration with religious authorities, while pesantren need to refine their skincare policies to support student well-being without compromising Islamic principles.