Abstract
This study aims to explore more deeply the strategies for obtaining raw materials, diversification, and marketing of local food products of Rejang Lebong and the ethics according to Islamic economics. This qualitative descriptive study used data collection techniques in the form of observation, interviews, and documentation. Meanwhile, the data processing and analysis techniques used were descriptive and analytic. The results showed that the strategy for obtaining raw materials for local food production was by selecting quality raw materials. Diversification of local food products of several forms, namely Jantan Cookies, Vegetable Chips, and Krispi Petai. Marketing of local food products of Rejang Lebong is carried out by consignment, Direct Selling, Open Reseller, Online Shopping Applications such as Blanja.com, Shopee, Bukalapak, Tokopedia, social media such as Facebook, Instagram, Twitter, Youtube, Website, Whatsapp, and Television. Meanwhile, ethics in the development of local food products of Rejang Lebong according to the Islamic economic perspective, namely being honest, accepting criticism and suggestions from consumers, beneficial for others, affordable prices, not vilifying other people's businesses, not hoarding goods, not monopolizing, not selling haram goods, free from the element of Riba, and without coercion.
Highlights
Local food is food produced from an area in Indonesia which is used as a characteristic of the area
This study aims to explore more deeply the strategies for obtaining raw materials, diversification, and marketing of local food products of Rejang Lebong and the ethics according to Islamic economics
The results showed that the strategy for obtaining raw materials for local food production was by selecting quality raw materials
Summary
Local food is food produced from an area in Indonesia which is used as a characteristic of the area. Local food is defined as food products that have been produced and usually have a close relationship to the culture of the local community (Kadarwati, 2015). Local food is a food product that has long been produced, developed and consumed in an area or a certain local community group. Local food products are usually developed according to the preferences to local consumers as well. That local food products are closely related to local local culture. This product often uses regional names, such as gudeg jogja, garut dodol, Kudus Jenang, Cianjur rice, and so on (Hariyadi, 2014). Regional specialties are coupled with the uniqueness of their food products (Boonpienpon et al, 2015)
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