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This study is developed as a conceptual paper that analyzes halal marketing practices through a maqashid shariah lens across three operational domains: digital marketing, customer service and business administration. The paper is motivated by recent developments in the global halal economy, the stronger linkage between halal assurance, governance quality and digital transparency, and Indonesia's policy acceleration toward mandatory halal implementation in October 2026. Methodologically, the study uses a structured literature review and conceptual synthesis of international reputable journals and relevant Indonesian journals, complemented by policy and industry reports. The analysis maps prior findings into maqashid dimensions (protection of religion, life, intellect, wealth and dignity) and translates them into practical indicators of honesty, transparency, fairness, consumer protection and procedural reliability. The paper argues that credible halal marketing depends not only on promotional messages but also on service conduct and disciplined administrative governance. It contributes a conceptual framework and practical propositions for evaluating halal marketing practices in MSMEs and service businesses.

This research aims to identify and design relevant digital marketing strategies for Micro, Small, and Medium Enterprises (MSMEs) in Sikeben Village, with the goal of enhancing business sustainability through the utilization of the village’s social media platforms. The study employs a descriptive qualitative approach using interviews, observations, and documentation analysis involving MSME entrepreneurs, village officials, and social media managers of the village. The findings indicate that leveraging the village’s social media can expand market reach, improve customer interaction, and construct a positive image of local products. However, challenges remain, such as limited digital literacy, internet infrastructure issues, and a lack of systematic content strategies. As a result, the study proposes a community-based digital marketing model, which includes market segmentation, strengthening local content, stakeholder collaboration, and data-driven evaluation.

The rapid growth of e-commerce in Indonesia has encouraged businesses to adopt digital marketing strategies supported by effective information management. Marketplace platforms such as Shopee provide extensive marketing data with strategic value; however, its utilization requires a structured system. This study aims to analyze the implementation of Marketing Information Systems in supporting digital marketing strategies on the Shopee e-commerce platform. The research employs a qualitative descriptive approach through literature review and indirect observation using internet-based scholarly sources. Data were collected from relevant national and international journals and analyzed descriptively to identify the roles, components, and influencing factors of Marketing Information Systems. The results indicate that Marketing Information Systems play a significant role in supporting digital marketing decision-making through the management of internal records, marketing intelligence, marketing research, and decision support systems. Furthermore, the implementation of Marketing Information Systems on Shopee is influenced by information technology development, company size and scale, consumer behavior, competitive environment, and corporate strategy and objectives. This study is expected to contribute theoretically to the development of digital marketing studies and provide practical references for e-commerce businesses in optimizing data-driven marketing strategies.

The development of digital technology and the Industrial Revolution 4.0 have driven significant changes in marketing activities, including for Micro, Small, and Medium Enterprises (MSMEs). The use of e-commerce has become an important digital marketing strategy for MSMEs to increase competitiveness and business revenue. This study aims to examine the role of e-commerce implementation as a digital marketing tool for MSMEs in facing the Industrial Revolution 4.0 and analyze its impact on increasing MSME revenue and competitive advantage. The research method used is a qualitative descriptive approach with data collection techniques through literature studies of various literature sources such as books, scientific journals, and online publications relevant to the research topic. The results of the study indicate that the implementation of e-commerce has a positive impact on MSMEs, including expanding market reach, increasing marketing efficiency, and driving increased business revenue. In addition, e-commerce also plays a role in increasing MSME competitive advantage through product innovation, improving service quality, and strengthening relationships with consumers. However, the implementation of e-commerce in MSMEs still faces several challenges, such as low digital literacy, limited human resources, and minimal technical assistance. Therefore, ongoing support from various parties is needed so that the use of e-commerce by MSMEs can run optimally and sustainably in the digital era.

This service examines the use of the social media platform of the tiktok application which acts as an effort to approach digital promotion for micro, small and medium enterprises in Krobokan village, Juwangi. Although MSMEs allocate an important role in sales products to the community, they do not fully understand digital media.This service applies a qualitative method by conducting interviews and socialization to the community which amounts to around 30 people consisting of 10 MSME business actors. The results of the interview identified MSME actors in Krobokan village who are not fully aware of the importance of understanding the development of social media as a marketing media tool, therefore we provide education about sales through online media because they only market products traditionally in the village environment. TikTok as a strategic means in supporting sales in today's digital era because the TikTok application is one of the highest platforms that are widely used today such as the TikTok Shop and Live TikTok features in strengthening the introduction of sales to customers through social media. This service concludes that from traditional marketing by word of mouth to marketing in the digital era that focuses on creative digital marketing, efforts have great potential in developing the community's economy in the current digital era.

This study aims to analyze the digital marketing strategies implemented to enhance branding in the Muslim fashion business at the "Hilya Collection" Store in Lamongan. Using a deductive qualitative approach, data were obtained through online interviews and literature studies from various sources, such as books, articles, journals, and relevant social media. The "Hilya Collection" Store utilizes social media for product promotion, collaborating with agents and resellers through WhatsApp groups, Instagram Reels, Shopee accounts, Facebook, and TikTok. This digital marketing strategy helps the store build strong branding, increase customer trust, and expand its market reach globally. With consistent implementation of the right digital strategy, this business can compete in a wider market, reach more Muslim customers, and have a positive impact on the store's development. It is hoped that the implementation of this digital marketing strategy will continue to support the growth and success of the "Hilya Collection" Store in facing increasingly fierce market competition.

This study aims to analyze the digital marketing strategies implemented by Islamic fintech platforms to enhance their competitiveness in the Islamic financial sector. The research is motivated by the rapid development of financial technology, which has significantly influenced consumer behavior and reshaped financial institutions’ business models, including those operating under Islamic principles. Despite this growth, Islamic fintech faces challenges in strengthening its brand image, user trust, and customer loyalty amidst the dominance of conventional fintech players. The study adopts a qualitative descriptive approach using case studies of selected Islamic fintech platforms such as Ammana, Ethis, and Investree Syariah. Data were collected through documentation, online interviews, and analysis of financial reports and official websites. The data were analyzed using the SWOT framework to identify the strengths, weaknesses, opportunities, and threats of current digital marketing strategies. The findings indicate that the use of social media, collaboration with Muslim influencers, and educational content about halal finance serve as key strategies for expanding market reach and building user trust. Consistent and Sharia-compliant digital marketing efforts have proven effective in enhancing brand awareness, customer loyalty, and Islamic financial inclusion. The implications of this research suggest that digital marketing is not merely a promotional tool but a strategic instrument to strengthen competitiveness and expand the global presence of Islamic fintech. With supportive regulations and improved digital literacy, Islamic fintech has the potential to become a driving force in transforming the Islamic financial ecosystem in the digital era.

Penelitian ini mengkaji strategi pemasaran live shopping pada platform TikTok Shop dan pengaruhnya terhadap minat beli konsumen dengan pendekatan prinsip syariah. Dengan menggunakan metode kualitatif melalui studi pustaka sistematis, penelitian ini menganalisis strategi pemasaran digital seperti flash sale, interaksi langsung, dan promosi yang diterapkan dalam live shopping TikTok serta mengkaji bagaimana aspek etika dan kepatuhan syariah memengaruhi keputusan pembelian. Hasil penelitian menunjukkan bahwa integrasi antara strategi pemasaran modern dan prinsip syariah seperti kejujuran, keadilan, kemaslahatan produk, dan kesadaran tauhid mampu meningkatkan minat beli konsumen Muslim sekaligus membangun loyalitas dan citra positif pada platform. Temuan ini memberikan rekomendasi praktis bagi pelaku usaha untuk memformulasikan strategi pemasaran yang tidak hanya efektif secara komersial tetapi juga sesuai nilai-nilai Islam. Penelitian ini memberikan kontribusi baru dengan mengintegrasikan analisis strategi pemasaran live shopping TikTok Shop menggunakan pendekatan prinsip syariah secara komprehensif. Studi ini tidak hanya menilai efektivitas flash sale dan interaksi langsung dalam meningkatkan minat beli, tetapi juga mengevaluasi aspek kejujuran, keadilan, dan kemaslahatan produk yang jarang dikaji secara mendalam dalam konteks pemasaran digital Islami. Pendekatan ini menegaskan pentingnya integrasi nilai-nilai Islam dalam strategi pemasaran digital demi membangun loyalitas konsumen Muslim secara berkelanjutan.  

Perkembangan media sosial telah mengubah strategi pemasaran digital secara signifikan, dengan TikTok Shop menjadi salah satu kanal e-commerce yang berkembang pesat untuk memperkuat keterlibatan merek dan loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran online, konten marketing, dan brand engagement terhadap loyalitas merek pada platform TikTok Shop dengan studi kasus merek lokal Shiyu Shopeu. Pendekatan penelitian bersifat kuantitatif dengan desain survei potong lintang terhadap 120 responden yang dipilih secara purposive, mencakup konsumen aktif yang telah melakukan pembelian melalui TikTok Shop. Data primer diperoleh melalui kuesioner skala Likert lima poin, sedangkan analisis dilakukan menggunakan regresi linier berganda setelah melalui uji validitas, reliabilitas, dan asumsi klasik. Hasil penelitian menunjukkan ketiga variabel independen memiliki pengaruh positif dan signifikan terhadap loyalitas merek (nilai F-hitung = 103,26; Sig. < 0,001), dengan brand engagement sebagai variabel dominan (t-hitung = 5,922; Sig. < 0,001), sementara nilai R² = 0,692 mengindikasikan bahwa 69,2% variasi loyalitas merek dapat dijelaskan oleh model. Temuan ini menegaskan pentingnya interaksi emosional dan keterlibatan aktif konsumen dalam membangun komitmen merek di lingkungan digital yang dinamis. Penelitian ini berkontribusi dalam memperkaya literatur pemasaran digital, serta memberikan rekomendasi strategis bagi pelaku usaha untuk mengoptimalkan komunikasi daring dan konten kreatif guna meningkatkan loyalitas pelanggan secara berkelanjutan.

Grobbak Korea merupakan salah satu UMKM yang ada di Kota Salatiga yang membutuhkan pendampingan dalam pemanfaatan media sosial dan platform online untuk meningkatkan pemasaran digitalnya. Permasalahan utama adalah kurangnya pemanfaatan media digital secara optimal, serta tidak adanya strategi konten yang konsisten dan terarah. Kegiatan pendampingan dilakukan pada tanggal 27 April 2025 - 9 Juni 2025. Media sosial yang dikembangkan antara lain melalui Instagram dan TikTok. UMKM Grobbak Korea juga melakukan promosi produk Grobbak Korea melalui Website dan Linktree. Dari kegiatan yang dilakukan terbukti dapat membantu memberikan dampak positif dalam pemasaran UMKM. Aktivitas seperti pengaktifan kembali akun media sosial, pembuatan konten terjadwal, pengunggahan foto produk serta pembuatan Website dan Linktree tersebut mampu meningkatkan interaksi dengan pelanggan. Peningkatan jumlah pengikut Instagram dan video konten di platform TikTok telah menunjukkan bahwa media sosial menjadi solusi efektif pemasaran digital bagi UMKM.

Usaha Mikro Kecil dan Menengah (UMKM) memiliki peran krusial dalam perekonomian Indonesia, namun masih menghadapi kendala dalam aspek pemasaran dan branding produk. Salah satu tantangan yang dihadapi oleh UMKM di Desa Kalipucang Wetan, Kecamatan Welahan, adalah minimnya inovasi dalam desain kemasan serta kurangnya pemanfaatan strategi pemasaran digital. Penelitian ini bertujuan untuk meningkatkan daya tarik produk UMKM, khususnya Kerupuk Lala 73, dengan mengembangkan desain kemasan yang lebih menarik serta menerapkan strategi digital marketing. Metode yang digunakan dalam kegiatan pengabdian masyarakat ini mencakup observasi, pendampingan, pelatihan, dan evaluasi terhadap pelaku UMKM. Hasil penelitian menunjukkan bahwa pembaruan pada desain label dan kemasan mampu meningkatkan daya tarik produk, sedangkan pemanfaatan platform digital seperti TikTok, Facebook, dan marketplace lainnya berhasil memperluas jangkauan pasar. Dengan strategi pemasaran digital yang tepat, produk UMKM berpotensi lebih dikenal luas dan memiliki peluang yang lebih besar dalam meningkatkan penjualan.

This study examines the phenomenon of the religious jargon “Go Berkah No Riba” (Go Blessed, No Interest) as a digital marketing communication strategy employed by entrepreneurs on social media, particularly Facebook. Using a descriptive qualitative approach and visual discourse analysis, this research seeks to understand how the jargon is interpreted, constructed, and widely disseminated in the context of product marketing and business opportunities. The findings indicate that “Go Berkah No Riba” functions not only as a marker of religious identity but also as a rhetorical device that combines spiritual values with aspirations for material success. Visual analysis of promotional materials, such as flyers and Facebook posts, reveals the use of hyperbolic language, symbolic imagery—such as the Kaaba and piles of money—and religious narratives designed to build credibility and persuade potential consumers. The integration of religious elements with economic appeal creates a sharia-compliant business image that simultaneously promises profitability. However, the study also uncovers ambiguity in the use of this jargon. On the one hand, it can strengthen the image of a business operating ethically according to Islamic principles. On the other hand, it risks being exploited merely as a marketing gimmick without a strong foundation in ethical business practices. This creates the potential for a gap between the religious message communicated and the actual business conduct. The findings underscore the importance of critical literacy in understanding religious communication strategies within the digital business sphere. Consistency between religious messaging and real-world business practices is crucial for maintaining consumer trust and avoiding the excessive commodification of religious values. Therefore, this study contributes to a deeper understanding of the dynamics of religion-based marketing communication in the era of digital transformation.

Karang Jahe Beach is one of the leading tourism destinations located in Rembang Regency. This area provides a great opportunity for Micro, Small, and Medium Enterprises (MSMEs) to develop and reach a wider market. One of the MSMEs in this area is Warung "Mbak Raisha" owned by Mrs. Inayah which has been operating since 2015. This stall is engaged in providing food and beverages for tourists. However, these MSMEs face various challenges in managing their business, including the lack of digital financial records, the lack of social media accounts as a means of digital promotion, the lack of a business logo, and the management of orders and product packaging that is not optimal. This condition causes limitations in terms of competitiveness, management efficiency, and marketing reach which has an impact on overall business growth and hinders the potential for future business development. Community service activities are carried out to help overcome these problems through strategies to strengthen branding and digital marketing. Some of the concrete steps taken are the creation of a logo as a brand identity, the installation of banners as a visual identity of the business, training on the use of social media (Instagram) as a means of promotion, the preparation of price lists, and digital financial recording using simple applications. In addition, education was also provided regarding the importance of attractive packaging to increase the selling value of products. The results of the mentoring show that Warung "Mbak Raisha" now has a stronger business identity, a more targeted promotion system, and more efficient management. This effort is expected to be able to encourage business growth and make MSMEs better prepared to face business challenges in the digital era.

Sukapura batik represents the local wisdom of the Tasikmalaya Regency community, showcasing their relationship with the surrounding natural and social environments. This batik has distinct characteristics, particularly in its color palette, which features dark blue, maroon, and beige tones. Despite its long history, Sukapura batik struggles to achieve the same recognition as well-known batik from regions like Cirebon, Solo, and Pekalongan. As a result, the number of batik artisans in Sukaraja has gradually declined. This research examines the communication efforts to preserve Sukapura batik and explore its growth potential. Using a qualitative method and a case study approach, the study gathers data from participants through interviews, observations, and the analysis of written documents, both online and offline. The results showed that there are differences in marketing strategies between craftsmen in Sukapura Village and Janggala Village. Sukapura Village craftsmen still rely on traditional marketing, while the Gandok Jaya Mukti Joint Business Group (KUB) utilizes exhibitions and social media. The main challenges are low digital literacy and limited capital. Sukapura batik has the potential for development, despite challenges posed by global competition. Realizing this potential depends on support from the local government in areas such as human resource development, as well as marketing and promotion through online channels. The sustainability of Sukapura batik relies on the government's and policymakers' proactive involvement to devise and implement strategies that enhance promotional and marketing endeavors, particularly those targeting the younger generation. Efforts to raise awareness of Sukapura batik require collaboration between artisans, the government, and the community. One approach is through education and training for young batik makers, as well as providing facilities to support digital marketing.

This study aims to analyze the branding strategy in digital marketing carried out by Maire Homewear through Instagram and Shopee platforms in an effort to increase brand awareness. Maire Homewear is a Micro, Small, and Medium Enterprise (MSME) engaged in the fashion sector with a flagship product in the form of patchwork daster. The focus of this study includes the branding strategy implemented, the obstacles encountered in its implementation, and the effectiveness of the strategy in building brand awareness among consumers. This study uses a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation. Informants in this study consisted of the owner of Maire Homewear, two resellers, and two consumers. Data analysis was conducted using the Miles and Huberman model which includes the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that Maire Homewear's branding strategy is still stronger in the offline realm, such as through the reseller system and participation in various exhibitions. Meanwhile, the utilization of digital marketing through Instagram and Shopee is considered less than optimal. Content shared on Instagram is still inconsistent, and interactive features such as live shopping on Shopee have not been maximized. This results in Maire Homewear's brand awareness remaining relatively low among the general public, although it has begun to build among loyal customers, both those who purchase directly from Maire and through its reseller network. This study recommends that Maire Homewear increase the consistency and variety of its digital content on Instagram, including customer testimonials, production processes, and educational content about its products. Furthermore, utilizing the live shopping feature on Shopee is expected to be a more interactive and effective promotional tool for building relationships with consumers and expanding market reach.

This study aims to analyze the digital marketing strategies implemented by clothing stores in the Telang area from a sharia economic perspective. In the digital era, business actors are required to adapt to technology, including in terms of promotion and marketing. The approach used in this study is descriptive qualitative, with data collection through observation, interviews, and documentation. The results of the study show that most business actors have utilized social media such as WhatsApp, Instagram, and Facebook Marketplace to market their products. The strategies implemented are mostly in line with the principles of sharia economics such as honesty (ṣidq), openness (tabligh), and amanah. However, some practices that are not in accordance with sharia are still found, such as the use of photos that do not match the original product (gharar) and excessive promotion (tadlis). The main inhibiting factors in the implementation of sharia digital strategies are limited digital literacy and infrastructure. Therefore, ongoing assistance and training in sharia-based digital marketing are needed to improve understanding and business practices in accordance with Islamic values.

Digital marketing has become a crucial solution for honey farmers to boost sales and expand their market reach. This community service activity aims to enhance the knowledge of honey farmers in the KTH Sadar Tani Muda group regarding the use of e-commerce websites for honey product marketing. The methods employed include training, mentoring, and the development of a simple e-commerce platform-based website. The results indicate a significant improvement in farmers' understanding of digital marketing benefits, e-commerce features, and independent product content management. Additionally, the developed website has enhanced the online visibility of honey products. The impact of this initiative extends beyond increased sales, opening broader marketing opportunities. This activity is expected to serve as a model for other farmer groups in adopting digital technology for business development

The local fashion industry has experienced significant growth alongside the increasing maturity of Indonesia’s digital ecosystem. Aerostreet is one of the local fashion brands that has benefited from the advancement of digital technology. Initially a footwear brand, Aerostreet has expanded its product range to include clothing, jackets, perfumes, and more. This study aims to analyze Aerostreet’s digital marketing strategies in increasing sales. The research employs a descriptive qualitative approach, with data collected from various official databases and popular websites. In addition to statistical publications, this study also examines scientific publications related to the research problem. The findings indicate that Aerostreet has successfully implemented effective digital marketing strategies to boost sales and strengthen its position in Indonesia’s competitive fashion industry. These strategies include the optimal utilization of social media platforms such as Instagram and TikTok, as well as e-commerce platforms like Shopee, Bukalapak, Tokopedia, and Lazada. On Instagram, Aerostreet builds a positive brand image through engaging visual content, active interactions with followers, and collaborations with other brands. Through TikTok, the brand creates creative and trend-relevant content, encouraging user engagement through hashtag campaigns and challenges. Additionally, Aerostreet maximizes e-commerce by showcasing products in detail and leveraging available promotional features. This combination of strategies enables Aerostreet to reach a broad audience, build brand awareness, and drive product sales. Aerostreet’s success highlights the importance of adapting to digital trends and gaining deep insights into consumer behavior in the digital era.

Pasar tradisional memainkan peran penting dalam memperkuat identitas budaya dan meningkatkan daya tarik pariwisata internasional. Pasar Seni di Kuala Lumpur adalah contoh utama dari keberhasilan transformasi pasar tradisional menjadi tujuan wisata budaya. Inisiatif community engagement ini merupakan kolaborasi antara Universitas 17 Agustus 1945 (UNTAG) Semarang dan Universiti Tunku Abdul Rahman (UTAR) Malaysia, yang bertujuan untuk meningkatkan pemahaman pemangku kepentingan tentang strategi branding untuk Pasar Seni sebagai destinasi pariwisata internasional. Metode yang digunakan antara lain lokakarya partisipatif, diskusi dengan pemilik bisnis lokal, dan observasi lapangan. Hasil penelitian menunjukkan bahwa kombinasi pelestarian budaya, pemasaran digital, dan keterlibatan masyarakat lokal menjadi faktor kunci dalam memperkuat citra Pasar Seni sebagai destinasi wisata global. Rekomendasi diberikan untuk pengembangan strategi branding untuk pasar tradisional di Asia Tenggara.

The purpose of this study is to determine the influence of Digital Marketing and Ticket Prices on Visit Decisions with the Customer Review moderation variable at the Sounds of Downtown Surabaya Concert. This study uses a quantitative method with a strategy using a survey, which has a total of 100 respondents with the result of distributing an e-questionnaire using a non-probability sampling technique with incidental sampling as the method. The analysis was carried out using statistical methods used to test the direct influence and moderation between the variables. This study shows that Digital Marketing has a significant effect on Visit Decisions with a significance value of 0.000. Likewise, the Ticket Price has an effect with a significance value of 0.034. The Customer Review variable was unable to moderate the influence of Digital Marketing and Ticket Prices on Visit Decisions with significance values of 0.097 and 0.667, respectively. With this research, it can be emphasized that Digital Marketing and Ticket Prices are able to drive Visit Decisions compared to Customer Reviews. Therefore, it is highly recommended for entrepreneurs who are already running a business in the entertainment/event industri or who are just starting out to encourage the optimization of Digital Marketing and periodically review the effectiveness of Ticket Prices and pay attention to the use of Customer Reviews in practice to motivate potential consumers or potential consumers.