Challenges and Opportunities of Digital Strategies in Culinary MSMEs in the Digital Era from an Islamic Perspective

Hafiz Yazid Tanjung, Nurbaiti Nurbaiti, Nurul Jannah

Abstract


This study aims to analyze the digital strategies implemented by the culinary MSME Dimsum Qoqom to improve business performance in Tanjung Mulia Hilir, Medan based on Islamic values. Using a descriptive qualitative approach, this study explores how the integration of digital technology and Islamic ethical principles is operationalized to strengthen the MSME’s competitiveness in a rapidly evolving market. Data were collected through semi-structured interviews with owners and employees, direct observation of daily digital operations, and documentation of marketing content and customer engagement. The analysis was carried out using the Miles and Huberman interactive model. The findings indicate that Dimsum Qoqom has effectively implemented digital marketing through social media promotion, online ordering platforms (e.g., WhatsApp and e-commerce food delivery services), and cashless payment systems to improve customer convenience. Islamic values are practically applied in several business practices such as ensuring fairness in pricing, clearly disclosing product ingredients and halal certification for transparency, and providing community support through discounted packages during religious events as a form of social responsibility. A SWOT analysis reveals internal strengths in the form of strong halal positioning and a loyal Muslim customer base, alongside opportunities for digital market expansion. This study concludes that a synergy between digital strategies and Islamic ethical implementation offers a promising approach to improving competitiveness and ensuring sustainable growth for culinary MSMEs in the digital era.


Keywords


Digital Transformation; Islamic Entrepreneurship; Islamic Values; Halal Certification; Dimsum Qoqom.

Full Text:

PDF

References


APJII. (2022). Laporan Survei Penetrasi dan Profil Pengguna Internet Indonesia Tahun 2022. https://apjii.or.id

Aprilia, R., Wibowo, P., & Sitorus, F. (2022). Implementation of digital marketing in maintaining MSMEs during the Covid-19 pandemic. Management Studies and Entrepreneurship Journal, 3(4), 2283–2291. https://doi.org/10.55606/msej.v3i4.451

Arif Budiarto, A., Norvadewi, N., Sunyoto, S., Pratiwi, R., & Kusumaningrum, R. (2023). The role of financial management and digital marketing in efforts to increase sales turnover for MSMEs in traditional markets. Iqtishoduna: Jurnal Ekonomi Islam, 12(2), 623–634. https://doi.org/10.54471/iqtishoduna.v12i2.2299

Aswandy, E., & Mariyati, T. (2022). Analisa pengaruh teknologi informasi dan komunikasi terhadap kewirausahaan dan kinerja UMKM. Jurnal STEI Ekonomi, 31(1), 76–89. https://doi.org/10.36406/jemi.v31i1.764

Basry, A., & Sari, E. M. (2018). Penggunaan teknologi informasi dan komunikasi pada UMKM. IKRA-ITH Informatika, 2(3), 53–60. http://journals.upi-yai.ac.id/index.php/ikraith-informatika/article/view/266

Imsar, I. (2021). Strategi home industry konveksi dalam meningkatkan pendapatan rumah tangga. Jurnal Ilmu Manajemen dan Kewirausahaan, 1(2), 48–59. https://doi.org/10.32696/jimk.v1i2.809

Isna Khairani, I., Imsar, & Nasution, M. L. I. (2023). Analysis of the contribution of Islamic social capital to increasing MSMEs. Journal of Islamic Economics and Finance Studies, 4(1), 145–162. https://doi.org/10.47700/jiefes.v4i1.8923

Keller, K. L., & Kotler, P. (2007). Marketing management (12th ed.). Pearson. https://books.google.com/books?id=pkWsyjLsfGgC

Kemenkopukm. (2022). KUMKM dalam angka. https://kemenkopukm.go.id/kumkm-dalam-angka

Kingsnorth, S. (2019). Digital marketing strategy: An integrated approach to online marketing (2nd ed.). Kogan Page. https://doi.org/10.4324/9781003032480

Kotler, P., Adam, S., Denize, S., & Armstrong, G. (2009). Principles of marketing (5th ed.). Pearson.

Meutia, S., Sofyan, D. K., & Maulana, T. (2024). Identification of MSMEs’ decisions in using digital payment systems. Pena Teknik: Jurnal Ilmiah Ilmu-Ilmu Teknik, 9(2), 89–100. https://doi.org/10.51557/pt_jiit.v9i2.2898

Mokolensang, A. V., Pangemanan, L. R. J., & Jocom, S. G. (2021). Profit analysis of using information technology on culinary businesses. Agri-Sosioekonomi, 17(1), 93–104. https://doi.org/10.35791/agrsosek.17.1.2021.32265

Nasution, M. I. P., Nurbaiti, N., Nurlaila, Rahma, T. I. F., & Kamilah, K. (2020). Face recognition authentication for digital payments. In 2020 3rd International Conference on Computer and Informatics Engineering (pp. 48–51). IEEE. https://doi.org/10.1109/IC2IE50715.2020.9274654

Pimoljinda, T., & Siriprasertchok, R. (2018). SMEs development and ASEAN economic integration. Pertanika Journal of Social Sciences and Humanities, 26(1), 507–518. https://www.researchgate.net/publication/323782153

Puschmann, T., & Alt, R. (2016). Sharing economy. Business & Information Systems Engineering, 58(1), 93–99. https://doi.org/10.1007/s12599-015-0420-2

Rafki, M., Parakkasi, I., & Sirajuddin, S. (2022). Peran etika bisnis Islam dalam meningkatkan repeat order. Journal of Islamic Economics and Finance Studies, 3(2), 121–132. https://doi.org/10.47700/jiefes.v3i2.4868

Rahma, R. A., Inda, T., Rahma, F., & Jannah, N. (2025). Development strategies of Jepara wood furniture MSMEs. AMAR Management Accounting Review, 5(2), 514–529. https://doi.org/10.37531/amar.v5i2.2746

Rakhmanita, A. (2021). Usaha kuliner berskala mikro dan kecil pasca Covid-19. Jurnal Perspektif, 19(1), 41–47. https://doi.org/10.31294/jp.v19i1.9427

Ryan, D. (2016). Understanding digital marketing (4th ed.). Kogan Page. https://doi.org/10.4324/9781315640341

Salim, E., Hendri, H., & Robianto, R. (2020). Kinerja UMKM dalam era digital. Jurnal Ilmiah EKBIS, 4(1), 1–3. https://jurnal.ekbis.unab.ac.id/index.php/ekbis/article/view/82

Salwa, F., Syahbudi, M., & Nasution, M. L. I. (2024). The SOAR approach for halal MSMEs. Dinar: Jurnal Ekonomi dan Keuangan Islam, 11(2), 181–191. https://doi.org/10.21107/dinar.v11i2.25944

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing (3rd ed.). SAGE.

Vera Maria, V., Aziz, A. F., & Rahmawati, D. (2024). Meningkatkan daya saing UMKM melalui digital marketing. OPTIMAL: Jurnal Ekonomi dan Manajemen, 4(2), 208–220. https://doi.org/10.55606/optimal.v4i2.3471

Weruin, U. U. (2019). Teori-teori etika dan kontribusi filsuf. Jurnal Muara Ilmu Ekonomi dan Bisnis, 3(2), 313–323. https://doi.org/10.24912/jmieb.v3i2.3384

Zahra Firdausya, L., Ompusunggu, D. P., & Kunci, K. (2023). UMKM di era digital abad 21. Tali Jagad, 3(1), 14–18. https://journal.unusida.ac.id/index.ph




DOI: http://dx.doi.org/10.30984/tjebi.v10i1.3853

Article Metrics

Abstract view : 101 times
PDF - 48 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Hafiz Yazid Tanjung, Nurbaiti Nurbaiti, Nurul Jannah

License URL: https://creativecommons.org/licenses/by-nc/4.0/

Tasharruf: Journal Economics and Business of Islam is indexed by:

JURISMA : Jurnal Riset Bisnis & Manajemen
       



       

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

________________________________________________________
Tasharruf: Journal Economics and Bussiness of Islam is published by Fakultas Ekonomi dan Bisnis Islam, Institut Agama Islam Negeri (IAIN) Manado

Jl. Dr. S. H. Sarundajang Kawasan Ring Road I Malendeng Manado, Sulawesi Utara, Indonesia 95128
Email: [email protected]

ISSN Print: 2528-0317 ISSN Online: 2528-0325