Optimalisasi Pemasaran Digital Syariah dalam Meningkatkan Daya Saing dan Pendapatan UMKM Kerajinan Songkok di Karanggengeng Lamongan

The progress of digital technology provides possibilities for Micro, Small, and Medium Enterprises (MSMEs) to enhance their competitiveness and revenues, particularly in the Songkok craft industry located in Karanggeneng, Lamongan. Nevertheless, incorporating digital marketing that aligns with sharia principles presents its own set of challenges. This research seeks to identify the most effective strategy for applying sharia-compliant digital marketing to elevate the competitiveness and profits of MSMEs. The research employs a qualitative approach, using a case study methodology. Information was gathered using detailed interviews, active observation, and document analysis focused on MSMEs that have adopted sharia digital strategies. The analytical framework follows the Miles and Huberman approach, encompassing data reduction, data presentation, and conclusion formulation. Findings indicate that sharia-compliant digital marketing initiatives, such as transparent transactions, utilization of halal e-commerce platforms, and ethical communication aligned with Islamic values, play a significant role in enhancing competitiveness and revenue. Furthermore, digital technology enables MSMEs to access a broader market while preserving Islamic economic principles. Consequently, enhancing digital marketing based on sharia guidelines is a viable and sustainable approach for the growth of MSMEs. This study advises MSMEs to commence the integration of sharia digital marketing as a proactive measure for ethical and competitive business advancement.