Pengaruh Kreativitas Produk, Strategi Digital Marketing, dan Kepatuhan Prinsip Bisnis Syariah Terhadap Keberlanjutan Usaha UMKM Delizzi Rendang Siap Saji: Pendekatan Mixed Methods
DOI:
https://doi.org/10.58344/locus.v4i10.4488Keywords:
Kreativitas Produk, Strategi Digital Marketing, Prinsip Bisnis Syariah, Keberlanjutan Usaha, UMKMAbstract
Dalam menghadapi dinamika pasar yang kompetitif dan semakin terdigitalisasi, UMKM dituntut untuk mampu berinovasi, memanfaatkan teknologi pemasaran, dan menjalankan usaha berdasarkan nilai-nilai etis. Penelitian ini bertujuan untuk menganalisis pengaruh kreativitas produk, strategi digital marketing, dan kepatuhan terhadap prinsip bisnis syariah terhadap keberlanjutan usaha pada UMKM Delizzi Rendang Siap Saji. Penelitian ini menggunakan pendekatan mixed methods dengan pengumpulan data kuantitatif melalui kuesioner terhadap 100 responden konsumen, serta data kualitatif melalui wawancara mendalam dengan lima informan kunci. Analisis kuantitatif dilakukan menggunakan SEM-PLS 4, sedangkan analisis kualitatif menggunakan pendekatan tematik. Hasil penelitian menunjukkan bahwa strategi digital marketing berpengaruh signifikan terhadap keberlanjutan usaha, sedangkan kreativitas produk dan kepatuhan prinsip bisnis syariah tidak berpengaruh signifikan secara statistik. Namun, data kualitatif mengungkapkan bahwa ketiga variabel memiliki peran sinergis dalam menopang keberlangsungan usaha melalui integrasi inovasi, teknologi, dan nilai etis. Temuan ini menekankan pentingnya pendekatan holistik dalam membangun keberlanjutan UMKM di era digital.
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