TRANSFORMASI PEMASARAN PRODUK HALAL: STRATEGI DIGITAL BERBASIS PRINSIP EKONOMI ISLAM BAGI UMKM DI SIDOARJO
Keywords:
Digital Marketing, Islamic Economic Principles, Halal ProductAbstract
This study aims to analyze the transformation of halal product marketing among Micro, Small, and Medium Enterprises (UMKM) in Sidoarjo Regency through the implementation of digital strategies based on Islamic economic principles. The background of this research lies in the rapid growth of the halal industry in Indonesia and the crucial role of UMKM in supporting local economic development. However, the adoption of sharia-compliant digital marketing still faces several obstacles, including limited digital literacy and a lack of understanding of Islamic principles in marketing practices.
This research employs a qualitative descriptive approach with purposive sampling to determine informants, specifically halal UMKM actors who have utilized digital media for at least six months. Data were collected through in-depth interviews, participatory observation, and documentation of digital marketing activities. The data were analyzed using qualitative descriptive techniques, consisting of data reduction, data presentation, and conclusion drawing. The validity of the data was ensured through triangulation and the application of trustworthiness criteria.
The findings reveal that most halal UMKM in Sidoarjo have used social media and marketplaces as their main promotional tools. The application of Islamic economic principles such as honesty, trustworthiness, and transparency has begun to be integrated, although not yet systematically structured within digital strategies. The main challenges include limited knowledge of sharia-based digital marketing, human resource constraints, and the lack of training and mentoring. Nevertheless, digital marketing has proven to increase sales, expand market reach, and strengthen the halal image of products. This study proposes a halal digital marketing strategy model emphasizing trading as an act of worship, product information transparency, Islamic content, halal payment systems, and consistent service.
References
Amalia, L. R., Albar, K., Istifadhoh, N., Rolianah, W. S., & Muhlis. (2022). Implikasi pertumbuhan ekonomi melalui digital marketing dan sertifikasi halal di Desa Karangrejo Kecamatan Manyar Gresik. Jurnal Mandala Pengabdian Masyarakat, 3(2), 262–266. https://doi.org/10.35311/jmpm.v3i2.109
Handayani, T., Pusporini, & Resti, A. A. (2023). Analisis strategi digital marketing usaha mie menurut perspektif ekonomi Islam. Jurnal Ekonomi & Ekonomi Syariah, 6(1), 209–220. https://stiealwashliyahsibolga.ac.id/jurnal/index.php/jesya/article/download/889/507/
Kamil, M. A., & Ridlo, M. R. (2024). Analisis potensi digital marketing pada UMKM industri halal. Syarikat: Jurnal Rumpun Ekonomi Syariah, 7(1), 166–177. https://doi.org/10.25299/syarikat.2024.vol7(1).13543
Maldina, E. Y. (2016). Strategi pemasaran Islam dalam meningkatkan penjualan pada Butik Calista. Jurnal Ekonomi Bisnis dan Manajemen, 1(2), 204–212. https://jurnal.alimspublishing.co.id/index.php/JISE/article/download/125/109/
Panggabean, S. A. (2022). Digital marketing perspektif ekonomi Islam. Jurnal Multidisiplin Ilmu, 1(2), 526–535. https://publish.ojs-indonesia.com/index.php/SIBATIK/article/download/1503/920/
Putra, F. P., Kusnawan, A., & Yuliani. (2021). Strategi pemasaran produk UMKM melalui sertifikasi halal MUI. Tadbir: Jurnal Manajemen Dakwah, 6(1), 97–116. https://doi.org/10.15575/tadbir.v6i1.18810
Setiadi, E., & Asri, K. H. (2023). Peranan digital marketing sebagai strategi pemasaran secara online bagi usaha mikro, kecil, dan menengah (UMKM) berdasarkan syariah Islam di Desa Teluk Pinang Kecamatan Ciawi. ALIF: Sharia Economics Journal, 2(1), 7–14. https://doi.org/10.37010/alif.v2i1.1235
Siregar, H. S., & Khoerudin, K. (2019). Fikih mu’amalah: Teori dan implementasi. Jurnal Ekonomi Bisnis dan Manajemen, 1(2), 204–212. https://jurnal.alimspublishing.co.id/index.php/JISE/article/download/125/109/
Sunarta, I. N., & Dzulkifli, M. (2023). Strategi pemasaran syariah dalam peningkatan minat beli masyarakat di Kecamatan Batulappa. Jurnal Ekonomi Bisnis dan Manajemen, 1(2), 204–212. https://jurnal.alimspublishing.co.id/index.php/JISE/article/download/125/109/
Yasmin, S., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), 69–80. https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006
Published
How to Cite
Issue
Section
Citation Check
License
The copyright of the article fully belongs to the Jurnal Ilmiah Ekonomi Islam and publishing rights belong entirely to LPPM STIE AAS Surakarta
This work is licensed under a Creative Commons Attribution 4.0 International License.
