ANALISIS IMPLEMENTASI DIGITAL MARKETING DALAM MENINGKATKAN PENDAPATAN USAHA MIKRO KECIL DALAM PRESPEKTIF BISNIS SYARIAH (STUDI KASUS KERIPIK KELAPA BULIAN)

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis implementasi digital marketing pada Usaha Mikro Kecil Keripik Kelapa Bulian (KEBUL), mengkaji kesesuaian praktik pemasaran dengan prinsip-prinsip bisnis syariah, serta mengidentifikasi tantangan dan hambatan dalam penerapannya. Penelitian menggunakan metode kualitatif melalui wawancara. Hasil penelitian menunjukkan bahwa KEBUL telah menerapkan strategi pemasaran digital melalui penggunaan media sosial seperti Instagram, TikTok, dan WhatsApp, serta partisipasi dalam bazar UMKM. Implementasi marketing mix syariah (7P) tampak pada kualitas produk yang halal dan tahan lama, penetapan harga yang adil, distribusi melalui pusat oleh-oleh, promosi yang jujur, proses transaksi yang transparan, serta bukti fisik berupa kemasan modern dan sertifikat halal. Praktik usaha ini juga mencerminkan nilai- nilai etika bisnis Nabi Muhammad SAW, yaitu shiddiq, amanah, tabligh, dan fathonah. Namun, penelitian menemukan beberapa hambatan yang memengaruhi efektivitas pemasaran digital, antara lain tingginya ongkos kirim, keterbatasan sumber daya manusia, kurangnya peralatan pendukung, serta persaingan produk sejenis di media sosial. Meskipun demikian, KEBUL tetap berupaya menjaga prinsip-prinsip syariah dalam setiap aktivitas pemasaran. Dengan demikian, strategi digital marketing yang diterapkan sudah sesuai dengan nilai pemasaran Islami, namun masih memerlukan optimalisasi agar mampu meningkatkan daya saing dan penjualan secara lebih signifikan.

Kata Kunci: Digital Marketing, UMK, Pemasaran Syariah, Etika Bisnis Islam, KEBUL

Abstract

This study aims to analyze the implementation of digital marketing in the Micro and Small Enterprise Keripik Kelapa Bulian (KEBUL), examine the alignment of its marketing practices with Islamic business principles, and identify the challenges and obstacles encountered in its application. The research employs a qualitative method through in- depth interviews. The findings indicate that KEBUL has implemented digital marketing strategies through the use of social media platforms such as Instagram, TikTok, and WhatsApp, as well as participation in local MSME bazaars. The application of the Islamic marketing mix (7P) is reflected in the halal and long-lasting product quality, fair pricing, distribution through souvenir centers, honest promotional practices, transparent transaction processes, and physical evidence in the form of modern packaging and halal certification. The business practices also demonstrate the ethical values exemplified by Prophet Muhammad SAW, namely shiddiq (truthfulness), amanah (trustworthiness), tabligh (clear communication), and fathonah (wisdom). However, several challenges were identified that affect the effectiveness of digital marketing, including high shipping costs, limited human resources, insufficient supporting equipment, and competition with similar products on social media. Despite these obstacles, KEBUL continues to uphold Islamic principles in all marketing activities. Thus, the digital marketing strategies implemented are aligned with Islamic marketing values, although further optimization is needed to enhance competitiveness and increase sales more significantly.

Keywords: Digital Marketing, Micro and Small Enterprises, Islamic Marketing, Islamic Business Ethics, KEBUL.