Pengaruh Kreativitas Produk, Strategi Digital Marketing, dan Kepatuhan Prinsip Bisnis Syariah Terhadap Keberlanjutan Usaha UMKM Delizzi Rendang Siap Saji: Pendekatan Mixed Methods
Main Article Content
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.
Afifah, N., Purnamasari, P., & Lestari, E. P. (2023). Creative Economy in the Sharia Framework: The Role of SMEs in West Sumatra. Al Urwah: Sharia Economics Journal, 2(02), 111–125.
Andespa, R., Yeni, Y. H., Fernando, Y., & Sari, D. K. (2024). Sustainable Development of Islamic Banks by Creating Islamic Branding: Challenges, Importance, and Strategies of Islamic Branding. International Journal of Sustainable Development and Planning, 19(2), 637–650. https://doi.org/10.18280/ijsdp.190221
Aryani Rosita, & Yunus Mustaqim. (2023). Online Based Marketing Strategy in Sharia Econimic Perspective. Proceeding of International Conference on Islamic Economics, Islamic Banking, Zakah and Waqf, 1, 1171–1182. https://doi.org/10.24090/ieibzawa.v1i.810
Asif, M., & Akhlaq, M. (2024). Sharia Compliance in Modern Business Practices. Tanazur (Research Journal), 05(02), 285–301.
Azis, A. F., Khudori, M. A., Diningsih, A., & Noviarita, H. (2025). Optimization of Digital Marketing Strategies in Increasing the Competitiveness of Msmes in Lampung According to Sharia Economic Law. RADEN INTAN: Proceedings on Family and Humanity, 1(2).
Creswell, J. W., & Creswell, J. D. (2018). Mixed Methods Procedures. In Research Defign: Qualitative, Quantitative, and Mixed M ethods Approaches.
Creswell, J. W., & Creswell, J. D. (2023). Research Design?: Qualitative, Quantitative, and A Mixed-Method Approach. In SAGE Publication. https://doi.org/10.4324/9780429469237-3
Ghozali, I. (2018). Aplikasi analisis multivarite dengan program SPSS. Edisi Ketujuh. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, Joseph, & Jr. (2014). Multivariate Data Analysis. Edisi 7. In Pearson Education.
Jaapar, N., Mohamed Yusof, M. F., & Mohd, M. D. (2022). Thematic Analysis of Shariah Principles in Digital Advertising: A case study of traditional medicine marketing. Journal of ASIAN Behavioural Studies, 7(23), 61–75. https://doi.org/10.21834/jabs.v7i23.418
Jaiyeoba, H. B., Jamaludin, M. A., Busari, S. A., & Amuda, Y. J. (2024). The implications of Maqasid al-Shari’ah for integrated sustainability practices among businesses: a qualitative inquiry. Qualitative Research in Financial Markets, 17(3), 511–531. https://doi.org/10.1108/QRFM-09-2023-0222
Mardikaningsih, R. (2024). Strategic Approach to Enhancing MSME Competitiveness through the Implementation of Sharia Economic Principles. ISSE International Journal of Service Science, 5(1), 1–6.
Munandar, J. M., Cahyadi, E. R., & Andrianto, M. S. (2025). The Impacts of Business Sustainability Factors on Competitiveness and Marketing Performance: An Exploratory Approach to the Case of Indonesian Micro-, Small, and Medium Enterprises. Sustainability (Switzerland), 17(10). https://doi.org/10.3390/su17104593
Nuralim, A., & Sastrawijaya, C. (2024). Competitive Strategies of Salafi Islam in Entrepreneurial Innovation in the Disruptive Era Based on this background , the study seeks to answer several key competitive strategies do they employ to navigate market competition?? What challenges and opportun. Al-Hikmah, 1(2), 189–202.
Rangkuti, M. Y. (2023). Toward a Holistic Framework of Islamic Business Ethics?: Insights from Leadership , Halal Practices , and Finance in a Digital Age. Sinergi International Journal of Islamic Studies, 1(3), 114–127.
Sakanko, M. A. (2020). The role of Maqashid-Syariah in enhancing business sustainability through green dynamic capability and marketing strategies. Indonesian Journal of Islamic Economics Research, 2(2), 70–84.
Setiawan, R. (2023). Integrating Benevolence in the Islamic Digital Canvas Marketing Model for Promoting Sharia-Compliant P2P Lending Platforms: A Comprehensive Approach. Journal of Nusantara Economy, 2(1), 7–18.
Sugiyono. (2021). Metode Penelitian Kuantitaif, Kualitatif, R&D. Alfabeta.
Syaripudin, E. I., Burhanudin, U., & Kon, D. (2024). Optimizing Halal Product Development Through Understanding Sharia Principles. Bulletin of Islamic Research, 2(4), 5–7. https://doi.org/10.69526/bir.v2i4.61
Yusuf, H., Zubair, M. K., Aminah, S., & Soi, A. B. (2025). The Principles of Islamic Business Ethics in the Viral Success of Donat Kampar Galesong?: A Review of Islamic Economic Law. Jurnal Penelitian Hukum Ekonomi Syariah, 10(1).
