Event Marketing and Promotion Strategies Shaping Micro, Small, and Medium Enterprise Income in Islam

Abstract

The rapid growth of Micro, Small, and Medium Enterprises in Indonesia has intensified business competition, requiring entrepreneurs to adopt effective marketing strategies to enhance income and business sustainability. Event marketing and promotional strategies are widely utilized to increase product visibility, attract consumers, and expand market reach. This study aims to analyze the partial and simultaneous effects of event marketing and promotional strategies on traders’ income at Micro, Small, and Medium Enterprise events in Medan City from an Islamic economic perspective. Using a quantitative associative approach, data were collected from 100 traders through saturated sampling at the Gempita Rasa Event and the Merah Putih Culinary Festival. Structured questionnaires were employed as the primary research instrument, and the data were analyzed using multiple linear regression with Statistical Package for the Social Sciences software. The findings indicate that event marketing and promotional strategies positively and significantly influence traders’ income, both partially and simultaneously, explaining 50.1% of income variation. Event marketing was identified as the most dominant factor affecting income growth. These findings imply that integrating event-based marketing and effective promotional practices can strengthen business performance and improve traders’ income. Within the Islamic economic framework, sustainable income growth should be achieved through honesty, fairness, transparency, and ethical business conduct.