<pre><em>The rise of sharia finance industry that used “sharia branding” such as sharia </em></pre><pre><em>banking, sharia mini market, sharia hotel, until sharia franchise resulted in </em></pre><pre><em>conventional institutions are also diversifying sharia-compliant. Ideally this </em></pre><pre><em>should be balanced by the application of such management is based on sharia </em></pre><pre><em>like sharia marketing, but in reality many of them are not implementing it yet. </em></pre><pre><em>Based on the above reasons, this research aims to understand the concept and </em></pre><pre><em>implementation of sharia marketing at Micro </em><em>Islamic Financial Institutions</em> </pre><pre>(<em>Puskopsyah DIY) </em><em>comprehensively</em><em>. This study used a type of field research </em></pre><pre><em>that is descriptive analytical. This study is also equipped with library research.</em></pre><pre><em> Data collection techniques using triangulation method, while the data analysis </em></pre><pre><em>techniques using taxonomic analysis with interactive model. The survey results </em></pre><pre><em>revealed that implementation of sharia marketing concept in Puskopsyah DIY </em></pre><pre><em>was good enough though not all aspects of running perfectly. For example, the </em></pre><pre><em>facts on the ground show that not all product marketing process carried out by </em></pre><pre><em>the prevailing fatwa supervised and issued by the Sharia Supervisory Board.</em></pre> <p><strong><em>Keywords:</em></strong><em> Sharia</em><em>,</em><em> Marketing</em><em>,</em><em> and Puskopsyah DIY.</em><em></em></p>