DAMPAK LITERASI DIGITAL DAN DIGITAL MARKETING TERHADAP PELAKU UMKM DALAM PEMASARAN SYARI’AH
DOI:
https://doi.org/10.54314/jssr.v8i4.4898Abstract
Abstract: This study aims to analyze the impact of digital literacy and digital marketing on MSME players in implementing sharia-based marketing practices within members of KSPPS BMT Parak Karakah Padang. The research employs a descriptive qualitative approach through in-depth interviews with five MSME actors across different business sectors. Data were analyzed using thematic analysis to identify key patterns and findings. The results indicate that digital literacy directly influences the ability of MSMEs to utilize digital platforms effectively, enhance promotional quality, and expand market reach. Digital marketing improves visibility and consumer trust, yet requires adherence to sharia marketing principles such as honesty, transparency, and avoiding excessive or misleading promotion. The study concludes that the integration of digital literacy and sharia-compliant digital marketing practices can enhance MSME competitiveness while maintaining ethical and value-based business conduct.
Keyword: Digital literacy; digital marketing; sharia marketing; SMEs, BMT.
Abstrak: Penelitian ini bertujuan untuk menganalisis dampak literasi digital dan digital marketing terhadap pelaku UMKM dalam penerapan pemasaran syariah pada anggota KSPPS BMT Parak Karakah Kota Padang. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam dengan lima pelaku UMKM dari berbagai sektor. Data dianalisis menggunakan teknik analisis tematik untuk mengidentifikasi pola dan temuan utama. Hasil penelitian menunjukkan bahwa literasi digital berpengaruh langsung terhadap kemampuan pelaku UMKM dalam memanfaatkan media digital secara efektif, meningkatkan kualitas promosi, serta memperluas jangkauan pasar. Digital marketing terbukti mendukung peningkatan visibilitas dan kepercayaan konsumen, namun tetap menuntut kepatuhan terhadap prinsip-prinsip pemasaran syariah seperti kejujuran, transparansi, dan menghindari promosi berlebihan. Simpulan penelitian ini menegaskan bahwa integrasi literasi digital dan praktik pemasaran digital yang sesuai syariah dapat meningkatkan daya saing UMKM sekaligus menjaga nilai keberkahan usaha.
Kata kunci: Literasi digital; digital marketing; pemasaran syariah; UMKM, BMT
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