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All Journal Balanca : Jurnal Ekonomi dan Bisnis Islam
Sofa Nazilatul Khusna
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Economics, Econometrics & Finance

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A Digital Halal Lifestyle Strategy in the Development of Muslimah Fashion MSMEs: Case Study of Amelda Fashion in Silirejo Village Sofa Nazilatul Khusna; Hendri Hermawan Adinugraha; Ade Gunawan
Balanca : Jurnal Ekonomi dan Bisnis Islam Vol 7 No 1 (2025): Balanca: Jurnal Ekonomi dan Bisnis Islam
Publisher : Institut Agama Islam Negeri Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/balanca.v7i1.13193

Abstract

The Muslim fashion industry has grown rapidly along with increasing public awareness of the halal lifestyle. This research examines the digital halal lifestyle strategy of Amelda Fashion, a Muslimah fashion MSME in Silirejo Village. Using a qualitative approach, data were collected through observations of live shopping sessions on TikTok and Shopee, as well as in-depth interviews with the business owner. The findings show that Amelda integrates live shopping, value-based pricing, trend-based design innovation, and e-commerce data utilization. This strategy supports efficiency, strengthens halal identity, and is relevant to the dynamic capabilities theory in value-based MSME development.
Co-Authors Ade Gunawan Hendri Hermawan Adinugraha