Analysis of Empowerment and Mentoring of Santi Batik MSMEs through Digital Marketing Strategies Based on Sharia Principles

Astri Rahma Yustianah; Sri Wahyuni; Ade Agus Setiawan; Uswatun Hasanah

doi:10.31004/riggs.v5i2.8506

Authors

Astri Rahma Yustianah Fatmawati Sukarno State Islamic University of Bengkulu
Sri Wahyuni Fatmawati Sukarno State Islamic University of Bengkulu
Ade Agus Setiawan Fatmawati Sukarno State Islamic University of Bengkulu
Uswatun Hasanah Fatmawati Sukarno State Islamic University of Bengkulu

DOI:

https://doi.org/10.31004/riggs.v5i2.8506

Keywords:

MSME Empowerment, Business Mentoring, Digital Marketing, Sharia Principles, Batik, Islamic Economics

Abstract

This study aims to comprehensively analyze the empowerment and mentoring process received by the Santi Batik MSME and examine the implementation of a digital marketing strategy based on Sharia principles within the framework of community-based business development. Using a descriptive qualitative approach with a case study method, data were obtained through in-depth interviews, participant observation, and documentation review conducted throughout 2024. The findings indicate that the community-based empowerment program significantly improved managerial capacity and production skills, particularly in financial management, product innovation, and market adaptation. The mentoring process, which was continuous and contextual, proved effective in fostering business independence and strengthening the economic resilience of MSME actors in facing market challenges. In the digital aspect, Santi Batik has successfully utilized social media and online marketplaces as marketing channels while integrating Islamic ethical values such as honesty, transparency, fairness, and social responsibility. These principles are reflected in promotional content, pricing strategies, and interactions with customers. The integration of Sharia values into digital marketing not only enhances consumer trust but also builds a distinctive and sustainable brand identity. Overall, this study contributes both conceptually and practically to the development of a Sharia-based MSME empowerment model in the digital era, while also offering guidance for policymakers and mentoring practitioners in designing inclusive and value-driven business development programs.

Downloads

Download data is not yet available.

References

Alibaba Research Institute & Boston Consulting Group. (2022). Digital economy and SMEs: Opportunities and challenges in Southeast Asia. BCG Publications. https://www.bcg.com/publications/2022/digital-economy-smes-southeast-asia

Amalia, F., Rachmat, R., & Hidayat, T. (2021). Implementation of sharia principles in marketing Muslim MSMEs: A case study in Surabaya. Journal of Islamic Economics, 12(2), 145-162. https://doi.org/10.21043/equilibrium.v12i2.9876

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson Education. https://www.pearson.com/en-gb/subject-catalog/p/digital-marketing/P200000005220

Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications. https://doi.org/10.4135/9781071802687

Hafifuddin, D., & Kartajaya, H. (2020). Sharia business management: Principles and implementation in the Indonesian context (Revised ed.). Mizan Pustaka. https://mizan.com/buku/manajemen-bisnis-syariah/

Harahap, D. A., Siagian, V., & Sudirman, A. (2023). Empowering batik MSMEs through marketing digitalization: A study of the Yogyakarta batik center. Sriwijaya Journal of Management and Business, 21(1), 1-18. https://doi.org/10.29259/jmbs.v21i1.18765

Ministry of Cooperatives and SMEs of the Republic of Indonesia. (2023). Development of MSME data 2022-2023. Ministry of Cooperatives and SMEs of the Republic of Indonesia. https://kemenkopukm.go.id/data-umkm/

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons. https://doi.org/10.1002/9781119668510

Mardikanto, T., & Soebiato, P. (2019). Community empowerment from a public policy perspective (Revised ed.). Alfabeta. https://alfabeta.net/pemberdayaan-masyarakat/

Miles, M. B., Huberman, A. M., & Saldaña, J. (2020). Qualitative data analysis: A methods sourcebook (4th ed.). SAGE Publications. https://us.sagepub.com/en-us/nam/qualitative-data-analysis/book246128

Mujahidin, A. (2023). Islamic business ethics in the digital era: Challenges and solutions. Journal of Islamic Economics and Business Studies, 6(1), 55-74. https://doi.org/10.21043/iqtishadia.v6i1.16543

Mulyani, S., Hidayat, R., & Prabowo, A. (2023). The Effectiveness of the People's Business Credit (KUR) as an Instrument for Empowering MSMEs: An Analysis from an Institutional Perspective. Journal of Finance and Banking, 27(2), 201-220. https://doi.org/10.26905/jkdp.v27i2.8912

Nugroho, A., & Wahyuni, S. (2022). Creative MSMEs at the Crossroads of Tradition and Modernity: Dilemmas and Adaptation Strategies. Journal of Economics and Business, 25(1), 78-95. https://doi.org/10.24914/jeb.v25i1.4521

Pratiwi, I., & Santoso, B. (2022). Digital Marketing in Batik MSMEs: A Case Study in Pekalongan. Journal of Business and Management, 19(3), 312-330. https://doi.org/10.26905/jbm.v19i3.7834

Raco, J. R. (2021). Qualitative research methods: Types, characteristics, and advantages (Revised ed.). Grasindo. https://www.grasindo.id/metode-penelitian-kualitatif/

Rahmat, A., & Kurniawan, D. (2023). Digital marketing maturity of creative MSMEs in Java: A typology and its implications. Journal of Business Management and Entrepreneurship, 7(4), 415-432. https://doi.org/10.21632/jmbk.7.4.415-432

Sari, N. P., & Kusumastuti, R. (2022). A multidimensional approach to empowering batik MSMEs: Lessons from Central Java. Journal of Community Development, 9(2), 123-141. https://doi.org/10.23969/jpm.v9i2.5678

Sugiyono. (2020). Qualitative research methods (3rd ed.). Alfabeta. https://alfabeta.net/metode-penelitian-kualitatif/

Supriyadi, E., & Alamsyah, D. (2020). An intensive mentoring model for accelerating digital MSMEs: Experiences from the West Java CAKAP program. Journal of Innovation and Entrepreneurship, 9(1), 34-52. https://doi.org/10.20885/jik.vol9.iss1.art4

Tambunan, T. T. H. (2021). MSMEs in Indonesia: Issues, challenges, and solutions from an economic policy perspective. Ghalia Indonesia. https://www.ghaliaindonesia.com/umkm-di-indonesia/

We Are Social & Hootsuite. (2024). Digital 2024: Indonesia. We Are Social. https://datareportal.com/reports/digital-2024-indonesia

Wahyudin, U. (2021). Community-based community empowerment: Theory and practice in the Indonesian context. Rosda. https://www.rosda.co.id/pemberdayaan-masyarakat/

Wijaya, R., & Rokhim, A. (2023). Effectiveness of digital MSME mentoring in Indonesia: Evidence from national programs. Journal of Economics and Development, 31(1), 89-108. https://doi.org/10.14203/JEP.31.1.2023.89-108

Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications. https://us.sagepub.com/en-us/nam/case-study-research-and-applications/book250150