The Effect of Digital Marketing towards UMKM in the Perspective of Sharia Economics
DOI:
https://doi.org/10.37010/alif.v2i2.1393Keywords:
digital marketing, MSMEs, Sharia economicsAbstract
With the existence of digitalization in this era, all aspects of human life have changed following technological developments, including buying and selling activities with their impact on MSME businesses. With that, researchers are interested in analyzing how to integrate MSMEs with digital marketing that runs according to sharia principles, as well as looking for the relevance of conventional buying and selling activities in today's digital era. This type of research is descriptive research with qualitative analysis. The method used in studying this topic is by conducting literature analysis of DSN-MUI fatwas, MSME statistical data from the Jakarta Central Bureau of Statistics, and previous research related to moral hazard in buying and selling activities. Another method is to make observations at Mangga Dua Square and compare it with the situation before 2019. The results obtained in the analysis include that DSN-MUI has made a fatwa related to digital marketing in its fatwa on sharia multi-level direct sales. Then there are findings in previous studies that digital marketing still has the potential to commit crimes in buying and selling activities. Statistical data from micro and small industries in Jakarta from 2019 to 2021 shows a development pattern where the number of micro industries that decreased in 2020 increased again in 2021 with an amount exceeding the previous year. The data also found that in 2021, the utilization of the internet in marketing was 53.7%, so it can be assumed that digital marketing has a positive influence on micro business units. The results of observations made at Mangga Dua Square show that it has been deserted by visitors due to not being able to face the wave of e-commerce use.
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