Da'wah Values in Commercial Activities at Pelangi Store, Cibadak Sukabumi

Abstract

This research was conducted in the context of the growing interest in Islamic da’wah, particularly in the field of buying and selling. The aim of this study is to examine the application of da’wah values in commercial operations, to understand the store's motivations in implementing these values, and to identify the challenges it faces. A qualitative method was used, including observation, interviews, and documentation. Triangulation techniques were employed to ensure data validity, along with references to previous related studies. The research findings revealed, first, that the Pelangi store implements a set of da’wah values in its commercial operations. Second, the store has strong motivations to implement these da’wah values, driven by the owner’s vision and mission, her commitment to staff development as an investment in ongoing charity, and the community’s enthusiasm for the values promoted by the store. Third, the store’s commercial operations face several challenges, including differences in the cultural and religious backgrounds of employees, intense competition from other stores that do not adhere to Islamic principles, and maintaining consistency amid the challenges of the digital age.