THE ROLE OF SOCIAL MEDIA IN ENHANCING THE MARKETING OF SHARIAH-BASED MSME PRODUCTS
Keywords:
Social media, MSMEs, Shariah marketing, Islamic economics, Digital marketing.Abstract
The development of digital technology has driven significant changes in marketing strategies, especially for Micro, Small, and Medium Enterprises (MSMEs). Social media has become an effective tool to enhance the competitiveness of MSMEs, particularly those based on Shariah principles, by providing a platform for broader, cost-effective, and interactive promotion. This study aims to examine how social media plays a role in improving the marketing of Shariah- based MSME products and the extent to which the strategies used align with Islamic economic principles. The qualitative method was employed, utilizing a literature review approach and descriptive observation of the marketing practices of several Shariah-based MSMEs in Indonesia. The results indicate that the use of social media platforms such as Instagram, TikTok, and WhatsApp Business significantly aids in increasing the visibility and sales of MSME products. The Shariah-based marketing strategies implemented include honesty in promotion, avoidance of deceit (tadlis), clarity (gharar), and ensuring that the products offered are halal. In conclusion, social media is not only an efficient marketing tool but can also align with Shariah values when used ethically and responsibly.
References
Afandi, R., & Choirunnisa, L. (2022). Strategi Branding UMKM Syariah melalui Instagram Stories. Jurnal Manajemen & Pemasaran Syariah, 3(1), 70–81.
Ainiyah, S., & Maulana, R. (2021). Strategi Pemasaran UMKM Halal berbasis Media Sosial. Jurnal Ekonomi dan Bisnis Islam, 8(1), 45–56.
Cahyadi, I. F. (2018). Sistem Pemasaran Dropship dalam Perspektif Islam. Tawazun: Journal of Sharia Economic Law, 1(1), 15–26.
Fitriani, D. (2021). Peran Media Sosial dalam Pemasaran Produk UMKM di Masa Pandemi. Jurnal Ilmu Ekonomi dan Sosial Islam, 9(2), 89–97.
Halimah, S. (2020). Peran WhatsApp Business dalam Menyebarkan Nilai-Nilai Syariah pada Produk UMKM. Jurnal Ekonomi Umat Digital, 5(3), 144–153.
Hamid, A., & Rahmawati, Y. (2020). Efektivitas Media Sosial dalam Mempromosikan Produk Halal UMKM di Era Digital. Jurnal Ekonomi Digital Islam, 4(3), 150–162.
Hasanah, U., & Ma’ruf, M. (2020). Pemanfaatan Media Sosial sebagai Strategi Pemasaran UMKM Halal di Kota Semarang. Jurnal Ekonomi Islam Nusantara, 5(1), 45–55.
Hidayatullah, R., & Zahro, S. (2021). Media Sosial sebagai Sarana Pemberdayaan UMKM Halal. Jurnal Inovasi Ekonomi Islam, 3(2), 100–109.
Kementerian Koperasi dan UKM RI. (2023). Laporan Tahunan UMKM dan Digitalisasi. https://kemenkopukm.go.id
Kementerian Koperasi dan Usaha Kecil dan Menengah Republik Indonesia. (2023). Data UMKM Indonesia Tahun 2023. https://kemenkopukm.go.id
Khalid, M. N., & Rahmawati, I. (2023). Media Sosial dan Loyalitas Konsumen pada Produk Halal Fashion Muslimah. Jurnal Ekonomi Syariah Kontemporer, 7(2), 122–134.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Moleong, L. J. (2004). Metode Penelitian Kualitatif (Edisi Revisi). Remaja Rosdakarya.
Muhammad. (2004). Metodologi Penelitian Pemikiran Ekonomi Islam. Ekonisia.
Nugroho, R. (2020). Digital Marketing UMKM di Era Revolusi Industri 4.0. Jurnal Ilmiah Ekonomi Islam, 6(1), 80–91.
Nugroho, R. (2020). Strategi Digital Marketing UMKM Menghadapi Era Industri 4.0. Jurnal Manajemen Bisnis dan Inovasi, 7(2), 55–65.
Putri, N. A., & Prasetyo, H. (2023). Pengaruh Media Sosial terhadap Keputusan Pembelian Produk Halal. Jurnal Ekonomi Syariah Terapan, 5(1), 35–48.
Rivai, V., et al. (2012). Islamic Business and Economic Ethics. Bumi Aksara.
Rohmah, L. (2022). Etika Promosi Produk Halal dalam Media Sosial Perspektif Ekonomi Islam. Jurnal Dakwah dan Ekonomi Syariah, 5(1), 72–80.
Rosyidah, N., & Arifin, H. (2022). Pengaruh Influencer Muslim terhadap Keputusan Pembelian Produk UMKM Halal di Instagram. Jurnal Syariah Digital Marketing, 6(1), 88–97.
Sahla, H. (2019). Konsep Pemasaran dalam Perspektif Ekonomi Islam. Jurnal Pionir LPPM Universitas Asahan, 5(2), 115–122.
Salsabila, R., & Mulyadi, T. (2021). Pengaruh Konten Islami dalam Pemasaran Produk Halal Melalui TikTok. Jurnal Dakwah Digital, 2(2), 102–113.
Sari, Y., & Alfian, M. (2023). Pengaruh Kepercayaan Konsumen terhadap Efektivitas Digital Marketing UMKM Syariah. Jurnal Ekonomi Syariah Indonesia, 4(3), 115–127.
Shomad, A. (2015). Hukum Islam: Penormaan Prinsip Syariah dalam Hukum Indonesia. Raja Grafindo Persada.
Sugiyono. (2015). Metode Penelitian Kualitatif, Kuantitatif dan R&D. Alfabeta.
Wirdyaningsih. (2005). Bank dan Asuransi Islam di Indonesia. Perdana Media.
Wulandari, Y., & Sari, A. (2022). Optimalisasi Media Sosial dalam Pemasaran Produk Halal UMKM. Jurnal Ekonomi Syariah dan Bisnis Digital, 3(1), 22–35.
Yusuf, M. Q. (2021). Ekonomi Islam dan Transformasi Digital. Prenada Media.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
