ANALISIS STRATEGI PEMASARAN UMKM DI ERA DIGITAL DALAM SUDUT PANDANG EKONOMI SYARIAH

Abstract

This research aims to analyze the digital marketing strategies implemented by Micro, Small and Medium Enterprises (MSMEs) in Takokak District, Cianjur Regency, and evaluate their conformity with sharia economic principles. The focus of this research involves three main villages, namely Sukagalih Village, Waringinsari Village, and Simpang Village, which have different characteristics and levels of digital technology adoption. Apart from that, this research also explores the role of sharia economics in addressing the challenges and opportunities that arise from the implementation of digital marketing by MSMEs in the sub-district. The research method used is a qualitative approach with data collection techniques through in-depth interviews, direct observation, document study, and data triangulation. Data was analyzed descriptively to understand patterns of digital technology adoption, application of sharia economic principles, as well as challenges and opportunities faced by MSMEs. The research results show that MSMEs in Takokak District, although they have started to adopt digital technology, still face various obstacles such as limited internet access, lack of technology training, and limited understanding of sharia economics in a digital context. This research underlines the importance of support from local governments and related parties to improve infrastructure, provide technology training, and strengthen understanding of sharia economic principles among MSME players. With the right support, the great potential of MSMEs in Takokak District in developing the local economy can be optimized.