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All Journal Automotive Experiences Hakam : Jurnal Kajian Hukum Islam dan Hukum Ekonomi Islam
Prasetyo, Dony Eko
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Religion Aerospace Engineering Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Control & Systems Engineering Electrical & Electronics Engineering Energy Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mechanical Engineering

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Journal : Hakam : Jurnal Kajian Hukum Islam dan Hukum Ekonomi Islam

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THE IMPACT OF PRODUCER MARKETING STRATEGIES THROUGH E-COMMERCE ON UMKM IN THE PERSPECTIVE OF SHARIA ECONOMIC LAW Prasetyo, Dony Eko
JURNAL HAKAM Vol 9, No 1 (2025)
Publisher : Universitas Nurul Jadid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33650/jhi.v9i1.9967

Abstract

The rise of e-commerce has revolutionized transaction patterns and marketing strategies in Indonesia. Its ease of access, extensive promotions, and operational efficiency provide significant advantages for large-scale producers in reaching consumers. However, this advancement poses serious challenges for Usaha Mikro, Kecil, dan Menengah (UMKM)that still operate traditionally. The imbalance in competitiveness, declining customer visits to offline markets, and threats to local economic sustainability emerge as key issues. This study adopts a qualitative approach through a literature review to analyze the impact of large producers’ marketing strategies via e-commerce from the perspective of Islamic economic law. Findings indicate that Sharia principles—such as justice, transparency, and social responsibility—demand ethical standards in competition, ensuring that digital marketing practices do not marginalize MSMEs. Therefore, regulatory and educational interventions from the government are necessary to promote inclusive digital transformation while maintaining economic balance through the application of Islamic values in online business practices.
Co-Authors Hadi Sutanto Soewono, Arka Dwinanda