The Existence of Rujak Simpang Jodoh Traders in the Islamic Concept in Bandar Klipah Village, Deli Serdang Regency, Percut Sei Tuan District

Abstract

Rujak Simpang Jodoh is a traditional culinary dish that is widely known in Medan, especially in the Pasar VII Tembung area, Bandar Klipah Village, Percut Sei Tuan District, Deli Serdang Regency. Although previous studies have discussed the existence and economic aspects of traditional culinary vendors, studies that integrate trading strategies, Islamic business ethics, and business blessings are still limited. This study aims to examine the trading strategies and ethics of rujak Simpang Jodoh vendors from an Islamic perspective, as well as how these trading practices contribute to business blessings. The study used a qualitative descriptive approach with 4 informants selected through purposive sampling. Data were obtained through observation, in-depth interviews, and documentation, then analyzed using the Miles, Huberman, and Saldaña model through data condensation, data presentation, and drawing and verifying conclusions. The results show that rujak Simpang Jodoh vendors implement trading strategies that include selecting a strategic location, consistent taste, affordable prices, and warm social interactions with consumers. Furthermore, traders practice Islamic trade ethics, such as honesty (shiddiq), responsibility (amanah), keeping promises, being generous, and maintaining a balance between economic activities and religious obligations. These findings indicate that integrated trade strategies and the application of Islamic business ethics support consumer trust, business sustainability, and blessings. Theoretically, this research enriches the study of Islamic business ethics in the context of traditional culinary arts, while practically, it provides input for MSMEs and the government in empowering sharia-based businesses. Further research could test these findings quantitatively or comparatively in other culinary centers.