Pemberdayaan Pelaku UMKM Berbasis Moderasi Beragama dan Inovasi Pemasaran Digital di Desa Dewi Sri, Kec. Laut Tador, Kab. Batu Bara

Gustina Choirunnisa Siregar; Putri Nawarni Harahap; Siti Fatimah Harahap; Zahir Muhammad Fadhilah Harahap; Siti Ismahani

doi:10.61132/pandawa.v4i4.3172

Authors

Gustina Choirunnisa Siregar Universitas Islam Negeri Sumatera Utara
Putri Nawarni Harahap Universitas Islam Negeri Sumatera
Siti Fatimah Harahap Universitas Islam Negeri Sumatera
Zahir Muhammad Fadhilah Harahap Universitas Islam Negeri Sumatera
Siti Ismahani Universitas Islam Negeri Sumatera

DOI:

https://doi.org/10.61132/pandawa.v4i4.3172

Keywords:

Digital Marketing, Empowerment, Marketpreneur, MSMEs, Religious Moderation

Abstract

This study aims to analyze the impact of the empowerment program for Micro, Small, and Medium Enterprises (MSMEs) based on the integration of religious moderation values and digital marketing innovation in Dewi Sri Village, Laut Tador District, Batu Bara Regency. Using a qualitative approach with a research-based community service method through the Asset-Based Community Development (ABCD) scheme, data were collected through observation, in-depth interviews, and documentation. The results demonstrate that structured mentoring significantly enhances the digital literacy of micro-entrepreneurs in operating social media, e-commerce platforms, and electronic payment systems (QRIS). Furthermore, instilling religious moderation values strengthens inclusive, honest, transparent, and fair business ethics, thereby preventing unfair competition and enhancing consumer trust. The synergy between modern technology utilization and moral-spiritual reinforcement proves effective in expanding market reach, boosting sales turnover, and fostering an adaptive and character-driven local marketpreneur ecosystem. This integrative empowerment model makes a tangible contribution to achieving economic independence and sustainability in rural areas based on moderate religious values and digital technology.

Downloads

Download data is not yet available.

References

Alimusa, L. O., Ma’mun, S. Z., Rahman, A., Nuryadi, A. M., & Latif, S. D. H. (2022). Exploring factors determining the business performance of micro and small enterprises: Reality in Indonesian Muslim entrepreneurs. Jurnal Manajemen Bisnis, 13(2), 277–288. https://doi.org/10.18196/mb.v13i2.13930

Anwar, K., Yunus, M., & Alfin, R. (2023). Digital marketing solusi pemasaran di era digital untuk meningkatkan omset penjualan UMKM. Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS), 6(2), 404–414. https://doi.org/10.33474/jipemas.v6i2.19149

Awa, A., Safari, A., & Riyanti, A. (2024). Peran digital marketing pada UMKM dengan prinsip-prinsip syariah. Manajemen dan Pariwisata, 3(2), 249–273. https://doi.org/10.32659/jmp.v3i2.378

Enceng Iip Syaripudin, E., Saepudin, S., Furkony, D. K., & Gaussian, G. (2024). Moderasi beragama dan era digital sebagai strategi pengokohan akidah dan penguatan ekonomi umat. Jurnal Syiar-Syiar, 4(2), 26–34. https://doi.org/10.36490/syiar.v4i2.1494

Fathma, ‘A., Rizki, D., & Fatimah, R. (2024). The empowerment of mosque-based micro, small, and medium enterprises (MSMEs) with a marketpreneur approach and maqashid syariah. International Journal of Nusantara Islam, 12(1). https://doi.org/10.15575/ijni.v12i1.32135

Firdaus, M. I., Azizah, P. N., & Sa’adah, R. (2023). Pentingnya digital marketing sebagai strategi pemasaran UMKM. Jurnal Manajemen dan Retail, 3(1), 78–85. https://doi.org/10.47080/jumerita.v3i01.2530

Hanifah, P. A., DR., Z. S. M., & Legowati, D. A. (2024). Analisis pengaruh religiusitas dan Islamic branding terhadap kinerja UMKM Muslim di Indonesia dengan literasi keuangan sebagai variabel mediasi. Jurnal Ilmiah Ekonomi Islam, 10(3), 2884–2897.

Kamil, M. A., & Ridlo, M. R. (2024). Analisis potensi digital marketing pada UMKM industri halal. Syarikat: Jurnal Rumpun Ekonomi Syariah, 7(1). https://doi.org/10.25299/syarikat.2024.vol7(1).13543

Karya, D. F., Anshori, M. Y., Mardhotillah, R. R., Adinugroho, M., Zhulqurnain, M. R. I., & Khusnah, H. (2023). Optimalisasi komunikasi pemasaran digital bagi UMKM di Karangrejo, Kediri. Indonesia Berdaya, 4(4), 1681–1686.

Komariyah, N., & Mashudi, M. (2026). Islamic business ethics-based digital marketing to increase sales: A study of MSMEs in Indonesia in 2022–2024. Indonesian Interdisciplinary Journal of Sharia Economics, 9(1), 2055–2067. https://doi.org/10.31538/iijse.v9i1.8486

Maimunah, A. (2024). Peran religiusitas sebagai variabel moderasi dalam mendorong intensi berwirausaha pada mahasiswi Muslim melalui pendekatan Theory of Planned Behavior. Jurnal Studi Manajemen Organisasi, 21(2), 145–164. https://doi.org/10.14710/jsmo.v21i2.66312

Mansir, F., & Madjid, M. N. (2023). Strategi pemasaran produk pada UMKM berbasis digital marketing. Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M), 4(1), 126–136. https://doi.org/10.33474/jp2m.v4i1.19903

Merlina, N., Mazia, L., Zuniarti, I., Fakhira, I. Z., & Hutagalung, J. A. (2023). Pendampingan penerapan digital marketing untuk meningkatkan kinerja UMKM di era digital. Majalah Ilmiah UPI YPTK, 30(2), 71–76. https://doi.org/10.35134/jmi.v30i2.159

Milasari, D. (2024). Ekosistem halal dan pemberdayaan UMKM syariah di Yogyakarta. Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan, 5(1), 184–195.

Nasution, H., Putri, H., Ajs, A. B., Kurnianingsih, D. A., Rahma, N., & Hadianti, N. (2024). Peran moderasi beragama dalam mendukung program pengurangan stunting melalui UMKM dan QRIS di Desa Medang, Kabupaten Batu Bara. Jurnal Abdimas Indonesia, 4(3), 1109–1118. https://doi.org/10.53769/jai.v4i3.931

Nugroho, A. J. S., Marjukah, A., Haris, A., Jati, A. N., & Santoso, G. B. (2024). Moderation Islamic spiritual values in social entrepreneurship learning models. Al-Hayat: Journal of Islamic Education, 8(2), 523–538. https://doi.org/10.35723/ajie.v8i2.456

Rimadias, S., Sadikin, D. S., Budhijana, R. B., Ardianto, F., & Azmi, M. F. (2024). Pemberdayaan UMKM melalui sinergi praktik ramah lingkungan dan pemasaran digital pada usaha Warung Makan Mbokcentil. Jurnal Pengabdian Nasional (JPN) Indonesia, 5(1), 140–151. https://doi.org/10.35870/jpni.v5i1.623

Warsiyah, W., Luviadi, A., Huwaina, M., & Fakhrurozi, M. (2023). Pemberdayaan UMKM melalui optimasi media digital pada komunitas Inkusi (Inovasi Kewirausahaan Syariah). AKM: Aksi Kepada Masyarakat, 4(1), 135–142. https://doi.org/10.36908/akm.v4i1.838

Wisnujati, N. S., Marjuki, M., & Munir, A. R. (2023). Digital marketing strategies of MSMEs in facing consumption trends in the New Year. Jurnal Minfo Polgan, 12(2), 2393–2400. https://doi.org/10.33395/jmp.v12i2.13278