Digital Transformation of Halal Food MSMEs to Increase Competitiveness: A Qualitative Case Study of Makcik Cam Traditional Culinary in Medan
Keywords:
Digital Marketing, MSMEs, Halal FoodAbstract
Digital transformation has become a key element in increasing the competitiveness of micro, small and medium enterprises (MSMEs), especially in the halal culinary sector which faces the challenges of adapting to technology and digital market dynamics. This study aims to analyze the implementation of digital transformation in MSME Makcik Cam, a traditional culinary business in Medan City, in order to understand its impact on increasing competitiveness and the strategies implemented in facing the challenges of digitalization. Using a qualitative approach with a strategic case study about Digital Transformation of Halal Food, data was collected through observation, in-depth interviews, and documentation of actors towards businesses and consumers. This study uses inductive thematic analysis. The results of the study show that the digitalization process is carried out gradually through the use of social media, daring platforms and social network-based promotions. This transformation has a positive impact on market expansion, increasing sales, and strengthening brands. However, limited digital literacy, technological infrastructure and marketing data management are the main challenges. This study found that adaptive strategies based on cultural values and halalness are the key to success in maintaining business identity while responding to digital changes. The research indicates that the halal value is appropriate, as it ensures that the entire production, distribution, and marketing processes of a product or service meet halal standards established by Islamic law and provide added value for consumers and businesses. This encompasses the entire supply chain, from raw materials to the final product that reaches consumers.This study provides theoretical contributions in developing the concept of local-based digital transformation and halal values, and offers practical effectiveness for business actors and policy makers in designing inclusive and contextual digital interventions for halal culinary MSMEs in Indonesia.
References
Abdul Wahab, D., Dewi Anggadini, S., Sulistiyo Soegoto, D., & Yunanto, R. (2024). Building the success of culinary SMEs in food processing: Perspectives on business ecosystem analysis and digital transformation in West Java, Indonesia. Edelweiss Applied Science and Technology, 8(6), 8281–8293. https://doi.org/10.55214/25768484.v8i6.3791
Adnyana, I. M., & Iswanto, H. (2021). Open Access Indonesia Journal of Social Sciences. Open Access Indonesia Journal of Social Sciences, 4(1), 132–142. https://doi.org/10.37275/oaijss.v8i2.287
Apriliyanto, N. (2023). Competitive Advantage As A Mediation Factor That Influences The Sustainability Of Halal SMEs. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 12(2), 274–292. https://doi.org/10.46367/iqtishaduna.v12i2.1564
Ariani, P., Mustakim, M., Ansori, S., Ratna, R., Abdillah, R., Sari, N., & Muhajir, M. (2022). Sosialisasi Pembuatan Ayam Geprek (Mahasiswa Universitas Malikussaleh Lhokseumawe). Jurnal Pengabdian Kreativitas (JPeK), 1(1), 1. https://doi.org/10.29103/jpek.v1i1.8264
Bakso, F. O. R., In, K., Aceh, S., & Syahbudi, M. (2022). SWOT ANALYSIS AS A CULINARY DEVELOPMENT STRATEGY. xx(x). DOI: https://doi.org/10.36987/ecobi.v11i1.5378
Batubara, C., Sumatera, U. I. N., & Indonesia, M. (2022). HALAL INDUSTRY DEVELOPMENT STRATEGIES Muslims ’ Responses and Sharia Compliance In Indonesia. 16(01), 103–132. DOI:10.15642/JIIS.2022.16.1.103-132
Competitiveness, I., & Info, A. (2025). SWOT Analysis of MSMe Business Strategy: A Critical Approach to Digital Transformation and Industrial Competitiveness. 16(2), 210–230. DOI: https://doi.org/10.35891/ml.v16i2.6336
Dewi, A. P., & Hakiki, M. I. (2023). Transformasi Digital dalam Industri Halal di Indonesia (Studi Implementasi Teknologi Blockchain dalam Proses Sertifikasi Halal). Indo-Fintech Intellectuals: Journal of Economics and Business, 3(2), 360–370. https://doi.org/10.54373/ifijeb.v3i2.240
Febriyanti, N. (2020). Strategi marketing mix dalam meningkatkan omzet penjualan pada usaha kerupuk “Pade Mauq” di Desa Gelogor Kecamatan Kediri Kabupaten Lombok Barat. UIN MATARAM. http://etheses.uinmataram.ac.id/id/eprint/195
Hakim, L. (2021). Potensi UMKM Dalam Membangun Perekonomian Yang Terdampak Pandemi. INSIGHT : Islamic Economy Bulletin, 14–15. DOI: https://doi.org/10.32815/jibeka.v19i1.2204
Haque, M. G. (2024). Implementation of Competitive Adaptation and Resilience Strategies Post Covid-19 Pandemic in Halal Food SMEs. Airlangga Journal of Innovation Management, 5(1), 33–47. https://doi.org/10.20473/ajim.v5i1.55966
Hariani, D., Ekonomi, F., Mohammad, U., & Thamrin, H. (2024). Peningkatan Produktivitas dan Daya Saing UMKM Halal Food Indonesia inovatif dan unik . Bisnis kuliner UMKM memberikan kontribusi besar dalam penciptaan Industri makanan halal di Indonesia sudah ada sejak akhir tahun 1976 ditandai Kesehatan . Indonesia ada. 5(2), 374–390. DOI:10.37012/ileka.v5i2.2335
Highlights, K. (2024). Dinamika Industrialisasi UMKM Halal di Indonesia Dinamika Industrialisasi UMKM Halal di Indonesia. https://doi.org/10.46851/27
Hilamaya, M. P., Mursito, B., & Sarsono, S. (2021). EMPLOYEE PERFORMANCE IS REVIEWED FROM LEADERSHIP STYLE, MOTIVATION, JOB SATISFACTION AND WORK ENVIRONMENT (Study on Technical Implementation Unit Employees of Central Region Flood Pump Area 1 Semarang City Public Works Office). International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2), 1819–1931. DOI: https://doi.org/10.29040/ijebar.v5i3.2726
Ichsan, R. N., Syahbudi, M., & Nst, V. F. H. (2023). Development of Islamic Human Resource Management in The Digital Era For MSMEs and Cooperatives in Indonesia. IQTISHODUNA: Jurnal Ekonomi Islam, 12(2), 497–512. https://doi.org/10.54471/iqtishoduna.v12i2.2336
Imsar, I., Nurhayati, N., Harahap, I., & Silalahi, P. R. (2024). the Impact of the Halal Industry and Islamic Financial Assets on Indonesia’S Economic Growth Using the Vector Autoregression (Var) Approach. EKUITAS (Jurnal Ekonomi Dan Keuangan), 8(2), 274–287. https://doi.org/10.24034/j25485024.y2024.v8.i2.6299
Janah, R., Asma, & Adinugraha, H. H. (2022). Opportunities And Strategies For Traditional Halal Culinary In Modern Times. JEKSYAH (Islamic Economics Journal), 2(01), 23–39. https://doi.org/10.54045/jeksyah.v2i01.54
Jannah, N., & Aisyah, Siti, T. ayu A. (2024). Entrepreneurship Bisnis Manajemen Akuntansi Analisis straregi pengembangan usaha UMKM olahan kerupuk “ Aneuk Metuah ” dalam meningkatkan kesejahteraan masyarakat dalam perspektif ekonomi Islam. 5(1), 201–220. https://doi.org/10.37631/ebisma.v5i1.1466
Karyani, E., Geraldina, I., & Haque, M. G. (2021). Transformasi Digital Dan Industri Halal : Studi Kasus Pada Produsen Besar dan UMKM. Wikrama Parahita: Jurnal Pengabdian Masyarakat, 5(2), 139–148. https://doi.org/10.30656/jpmwp.v5i2.3178
Kurniawan, P. H., Lismayasari, L., & Novrianti, D. P. (2020). HALAL PERSPECTIVE: A CONCEPT PROMOTION CULINARY THROUGH DIGITAL MARKETING TO IMPROVE SMEs PERFORMANCE IN BATAM. Jurnal Aplikasi Manajemen, 18(1), 57–63. https://doi.org/10.21776/ub.jam.2020.018.01.05
Mohamad, R., & Niode, I. Y. (2020). Analisis Strategi Daya Saing ( Competitive Advantage ) Kopia Karanji Gorontalo. 13, 1–14. https://doi.org/10.37479/jkeb.v13i1.7062
Nasution, M. Y., Tarigan, A. A., & Harahap, N. (2020). The Influence of Product Knowledge on Attitude And Interest in Buying Halal Products. European Journal of Management and Marketing Studies, 5(3), 198–212. https://doi.org/10.46827/ejmms.v5i3.876
Nurahmadi Bi Rahmani, Nuri Islami, K. T. (2024). The Traditional Market Development Strategy in North Sumatera With An Islamic Economic Perspective. Jurnal International Economic Sharia, 7(1), 11. https://doi.org/10.31538/iijse.v7i1.4513
Nurbaiti Nurbaiti , Asmuni Asmuni, Andri Soemitra, Imsar Imsar, S. A. (2023). Behavior analysis of MSMEs in Indonesia using fintech lending comparative study between sharia fintech lending and conventional fi ntech lending. JPPI (Jurnal Penelitian Pendidikan Indonesia), 9(4), 11. https://jurnal.iicet.org/index.php/jppi/article/view/2273
Pambudi, D. S. (2022). Implementasi Etika Bisnis Islam Di Industri Pengecoran Logam Batur, Ceper, Klaten. Jurnal Ekonomi Islam, 8(2), 201 226. https://doi.org/10.35891/ml.v8i2.597
Prihandono, D., Wijaya, A. P., Wiratama, B., Prananta, W., & Widia, S. (2024). Digital transformation to enhance Indonesian SME performance: Exploring the impact of market competition and digital strategy. Problems and Perspectives in Management, 22(2), 103–113. https://doi.org/10.21511/ppm.22(2).2024.09
Priyo Nugroho, A., Rahman, A., Perbankan Syariah, P., & Yogyakarta, S. (2022). Digitalisasi dan Keberlangsungan UMKM Kuliner Halal Selama Pandemi Covid-19 Fakultas Ilmu Agama Islam, Universitas Islam Indonesia 2). Jurnal Ilmiah Ekonomi Islam, 8(02), 1654–1660. https://doi.org/10.29040/jiei.v8i2.4470
Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying digital transformation paths in the business model of smes during the covid-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1–22. https://doi.org/10.3390/joitmc6040104
Purwanto, A., Asbari, M., Santoso, P. B., Wijayanti, L. M., Hyun, C. C., & Pramono, R. (2020). Halal Foods Purchase Intension among Indonesian Non-Muslim Consumers: An Exploratory Case Study Approach. International Journal of Science and Management Studies (IJSMS), April 2020, 15–27. https://doi.org/10.51386/25815946/ijsms-v3i2p103
Rohayati, Y., & Abdillah, A. (2024). Digital Transformation for Era Society 5.0 and Resilience: Urgent Issues from Indonesia. Societies, 14(12), 1–16. https://doi.org/10.3390/soc14120266
Salqaura, S. A., Sipayung, R. C., & Amelia, W. R. (2023). Conceptualizing Halal Product in the Context of Culinary in the Digital Era: E-Commerce and Ride-Hailing Based. International Journal of Research and Review, 10(3), 404–415. https://doi.org/10.52403/ijrr.20230348
Sidabutar, A., & Siswanto, J. (2024). The Impact of Digital Transformation in Food and Beverage Sector SMES: The Role of Leadership and Organizational Agility. E3S Web of Conferences, 484. https://doi.org/10.1051/e3sconf/202448401017
Sinaga, M. H., Sri Martina, & Purba, D. (2024). Pengaruh Modal Kerja, Jam Kerja Dan Tingkat Pendidikan Terhadap Pendapatan UMKM Di Kabupaten Simalungun. Jurnal Ilmiah Accusi, 6(1), 151–160. https://doi.org/10.36985/n4s0jb32
Study, A. C., Bsi, O. F., Office, B., & Mada, G. (2023). The Influence Of Digital Marketing, Brand Image, and Service Facilities On Customers Saving Interest Decisions ( A Case Study Of BSI Branch Office Gajah Mada). 6(3), 1774–1790. https://doi.org/10.31538/iijse.v6i3.3896
Tarigan, A. A. (2019). Tafsir Ayat-Ayat Ekonomi. FEBI UIN-SU Press.
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dian Khairiah, Nur Ahmadi Bi Rahmani, Imsar
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
By submitting your manuscript to our journal, you are following Copyright and License.
