<![CDATA[Traditional coffee shops face double pressure from modern coffee shops and sharia ethical requirements. This study is the first Systematic Literature Review (SLR) to integrate the Resource-Based View (RBV) perspective with sharia ethics to analyze the adaptation strategies of traditional coffee shops. Using the PRISMA protocol, analysis of 10 selected articles revealed fragmentation: strategy studies focused on digital transformation and local identity, while ethics studies emphasized normative compliance. This study bridges this gap by offering a new theoretical contribution: reinterpreting sharia ethics (shiddiq, adl, amanah, halal) as unique and difficult-to-imitate VRIN (Valuable, Rare, Inimitable, Non-substitutable) resources. The integration of Sharia ethics with modern adaptation strategies serves to create sustainable competitive advantage through a digital-ethical hybrid strategy. It is recommended that traditional coffee shops adopt a “hybrid branding” strategy that utilizes digital platforms to promote transparency and halal certification in order to increase customer loyalty.]]>
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