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All Journal Justisia Ekonomika
Innayatul Laili Listiyana
Universitas Nurul Jadid

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THE ROLE OF THE MSME EXPO AS AN EDUCATIONAL AND MARKETING MEDIA IN INCREASING COMPETITIVENESS OF COFFEE MSMEs BASED ON SHARIA ECONOMY: Efektivitas UMKM Expo sebagai Media Edukasi dan Pemasaran Kopi Innayatul Laili Listiyana; Saifuddin Saifuddin
Jurnal Justisia Ekonomika: Magister Hukum Ekonomi Syariah Vol 10 No 1 (2026): Juni
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/justeko.v10i1.31321

Abstract

This research is motivated by the importance of strengthening the competitiveness of coffee MSMEs through the integration of education and marketing functions in expo activities, which have been studied separately. The purpose of this study is to analyze the role of the MSME Expo as an educational and marketing medium in increasing the competitiveness of coffee MSMEs based on the sharia economy in Sumberwringin District, Bondowoso Regency. The research employs a phenomenological qualitative approach, involving 12 informants through purposive sampling techniques. Data was collected through in-depth interviews, findings in the field, and documentation, then analyzed through reduction, presentation, and conclusion drawing by triangulating sources. The results of the study show that expos play a significant role in increasing the technical knowledge, skills, and confidence of MSME actors through experiential learning. In addition, the expo also increases the number of customers, sales turnover, and expands the business network. The implication of this study confirms that the expo not only functions as a means of promotion, but also as a space for learning and business transformation that is sustainable and in line with Sharia economic principles, such as benefit and justice.
Co-Authors Saifuddin