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Published by Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi
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Articles 12 Documents
 1   2 
Pengaruh Konten Promosi Terhadap Keputusan Pembelian Produk Fesyen Melalui AIDA di Tiktokshop Nurul Masysharoh; Sugeng Lubar Prastowo; Anna Sofia Atichasari
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

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Abstract

Perkembangan teknologi digital telah mendorong industri fesyen untuk memanfaatkan media sosial sebagai sarana pemasaran yang efektif. TikTok Shop menjadi salah satu platform e-commerce yang populer, meskipun penjualannya di Indonesia masih berada pada peringkat kedua di Asia Tenggara. Penelitian ini bertujuan untuk menganalisis pengaruh konten promosi terhadap keputusan pembelian konsumen dengan menggunakan model AIDA (Attention, Interest, Desire, Action) sebagai variabel mediasi. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan teknik analisis Structural Equation Modeling Partial Least Square (SEM-PLS) dan melibatkan 150 responden pengguna TikTok Shop. Hasil penelitian menunjukkan bahwa variabel interest memiliki pengaruh paling signifikan terhadap keputusan pembelian, sementara attention dan desire tidak memberikan pengaruh langsung. Temuan ini menegaskan bahwa strategi promosi di TikTok Shop sebaiknya difokuskan pada peningkatan minat konsumen sebagai langkah kunci untuk mendorong keputusan pembelian.   The development of digital technology has encouraged the fashion industry to utilize social media as an effective marketing tool. TikTok Shop is one of the most popular e-commerce platforms, although its sales performance in Indonesia still ranks second in Southeast Asia. This study aims to analyze the influence of promotional content on consumers’ purchasing decisions by employing the AIDA model (Attention, Interest, Desire, Action) as a mediating variable. A quantitative approach was used, with Structural Equation Modeling Partial Least Square (SEM-PLS) as the analytical method, involving 150 TikTok Shop users as respondents. The results show that the interest variable has the most significant influence on purchasing decisions, while attention and desire do not have a direct effect. These findings suggest that promotional strategies on TikTok Shop should focus on increasing consumer interest as a key factor in driving purchase decisions
Penerapan Strategi Digital Marketing Aida Dalam Meningkatkan Awareness Pada Instagram Ziswaf Kopsyah BMI hanifatul Riskiya; Fithri Wulandari
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

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Abstract

Penelitian ini bertujuan untuk mengkaji efektivitas penerapan strategi digital marketing dalam meningkatkan awareness dan interaksi audiens terhadap program zakat, infaq, sedekah, dan wakaf (ZISWAF) di Koperasi Syariah Benteng Mikro Indonesia (Kopsyah BMI). Metode penelitian yang digunakan adalah deskriptif kualitatif melalui pendekatan observasi partisipatif. Arah penelitian ini untuk menguji apakah dengan menerapkan strategi AIDA (Awareness, Interest, Desire dan Action) pada Ziswaf BMI dapat meningkatkan brand Ziswaf dan juga untuk memberikan pengetahuan kepada pengelola media sosial Ziswaf BMI Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang dirancang dengan pendekatan SWOT, pemanfaatan strategi media sosial Instagram dan Facebook, serta penerapan perencanaan konten secara sistematis mampu meningkatkan keterlibatan audiens secara signifikan. Kegiatan digital marketing terbukti efektif dalam membangun citra positif lembaga dan memperluas jangkauan informasi ZISWAF kepada masyarakat luas.                                                                                                                                   This study aims to examine the effectiveness of implementing digital marketing strategies in increasing audience awareness and interaction with the zakat, infaq, sedekah, and waqf (ZISWAF) program at the Indonesian Islamic Cooperative of Benteng Mikro (Kopsyah BMI). The research method used is descriptive qualitative through a participatory observation approach. The direction of this study is to test whether implementing the AIDA (Awareness, Interest, Desire, and Action) strategy in BMI's Ziswaf can improve the Ziswaf brand and also to provide knowledge to BMI's Ziswaf social media managers. The results of the study indicate that a digital marketing strategy designed with a SWOT approach, utilizing Instagram and Facebook social media strategies, and implementing systematic content planning can significantly increase audience engagement. Digital marketing activities have proven effective in building a positive image of the institution and expanding the reach of ZISWAF information to the wider community.
Digital Marketing Ethics 5.0: An Analysis of Islamic Economics Hardiansyah Padli
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 2 (2025): December 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/balqis.v1i2.10025

Abstract

The development of the marketing landscape in the era of Marketing 5.0 is marked by the integration of advanced technologies such as artificial intelligence (AI), big data, and machine learning, which enable greater personalization and more intensive interaction with consumers. However, these advances present significant ethical challenges, including data privacy violations, greenwashing practices in sustainability claims, and potentially discriminatory algorithmic bias. These problems erode consumer trust, which is the main foundation of the digital marketing ecosystem. This study aims to analyze these issues from an Islamic economic perspective, emphasizing normative values as the basis for ethics. The method used is a conceptual analysis based on a literature review, examining literature on digital ethics in Marketing 5.0 and the basic principles of Islamic economics, such as tauhid, al-'adl, an-nubuwah, al-khilafah, and al-ma'ad. The results of the analysis show that privacy can be understood within the framework of tauhid as respect for human dignity, greenwashing can be criticized through the principles of honesty and prophetic trust, while algorithmic bias can be addressed with the principles of justice ('adl) and khailifah responsibility. Thus, the normative framework of Islamic economics is not only capable of providing ethical solutions to digital marketing issues, but also presents an alternative paradigm that emphasizes a balance between profitability, social justice, and sustainability. This study concludes that the integration of Islamic values in Marketing 5.0 is a new conceptual contribution that strengthens the literature on sustainable marketing while paving the way for the development of a theory of marketing based on transcendental ethics.
Digitalization Model for MSME Sales in Rural Areas: A Case Study of OpenCart Integration with Social Media Ihdi Syahputra; Desriana; Rani Kusniati
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

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Abstract

Small businesses in Koto Balingka sub-district face major challenges in marketing and selling chip products, especially in the increasingly competitive digital market. The aim of this research is to create a promotional and sales strategy that integrates the OpenCart platform into social media to increase market reach and operational effectiveness. Interviews with local businesses were used to collect data. View sales and conventional procedures reducing the need for business digitalization. The OpenCart system was chosen for its moment, ease of use, and integration with various social media platforms such as Facebook and Instagram. Business owners can manage product catalogues, orders, and promotions quickly with this integration. Implementation results show that promotional effectiveness and consumer affordability have increased. Digital marketing methods, which include the implementation of paid advertising and interactive content, succeeded in increasing online store visits by up to forty percent in the first three months of implementation. This study found that combining the OpenCart platform with social media platforms could be a useful model for building small businesses in rural areas. This system not only helps business owners, but also offers opportunities for collaboration with new business partners. Additional research should look at how implementing these systems impacts the profitability of small businesses in various industries.   Pelaku usaha kecil di kecamatan Koto Balingka menghadapi tantangan utama dalam pemasaran dan penjualan produk keripik, terutama di pasar digital yang menjadi lebih kompetitif. Tujuan dari studi ini adalah untuk membuat strategi promosi dan penjualan yang mengintegrasikan platform OpenCart ke media sosial untuk meningkatkan pasar jengkauan dan efektivitas operasional. Wawancara dengan bisnis lokal digunakan untuk mengumpulkan data. Lihat prosedur penjualan dan konvensional mengurangi kebutuhan digitalisasi bisnis. Sistem OpenCart dipilih karena momennya, kemudahan penggunaan, dan integrasinya dengan berbagai situs media sosial, termasuk Facebook dan Instagram. Pemilik usaha dapat mengelola katalog produk, pesanan, dan promosi secara singkat dengan integrasi ini. Hasil implementasi menunjukkan bahwa efektivitas promosi dan keterjangkauan konsumen meningkat. Metode pemasaran digital yang mencakup penerapan iklan berbayar dan konten interaktif, berhasil meningkatkan kunjungan toko online hingga empat puluh persen dalam tiga bulan pertama implementasi. Studi ini menemukan bahwa penggabungan platform OpenCart dengan platform media sosial dapat menjadi model yang berguna untuk membangun bisnis kecil di wilayah rarul. Sistem ini tidak hanya membantu pemilik usaha, tetapi juga menawarkan peluang untuk kaloborasi dengan mitra bisnis baru. Penelitian tambahan harus melihat bagaimana penerapan sistem ini berdampak pada profitabilitas usaha kecil di berbagai industri
Digital Transformation of Woven MSMEs Traditional: Development Android Application –OpenCart for Online Marketing and Sales Firdaus Annas; Nita Fitriani
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the local economy, particularly in Lembah Melintang District, which is renowned for its traditional woven products. However, limitations in marketing and promotion remain major challenges for artisans to compete in wider markets. This study aims to design an Android-based application integrated with Opencart as a digital platform for promoting MSME woven products. The development employed a descriptive Research and Development (R&D) method through an iterative approach, involving user needs analysis, intuitive interface design, and the integration of e-commerce features. The findings reveal that the developed application successfully provides an interactive product catalog, online ordering system, digital payment methods, and user-friendly inventory management. The main contribution of this study lies in presenting a technological solution that not only enhances the visibility and accessibility of MSME products in the digital era but also strengthens the competitiveness of local artisans at the national level. The implementation of this Opencart-based application demonstrates that digital transformation can serve as an effective strategy to support the sustainability and market expansion of MSMEs rooted in local wisdom.   UMKM (Usaha Mikro, Kecil, dan Menengah) memiliki peran strategis dalam mendukung perekonomian lokal, khususnya di Kecamatan Lembah Melintang yang dikenal dengan produk anyaman tradisional. Namun, keterbatasan dalam pemasaran dan promosi menjadi kendala utama bagi para pengrajin untuk menembus pasar yang lebih luas. Penelitian ini bertujuan merancang aplikasi berbasis Android dengan integrasi Opencart sebagai sarana promosi digital produk UMKM anyaman. Pengembangan dilakukan dengan metode Research and Development (R&D) secara deskriptif melalui pendekatan iteratif yang mencakup analisis kebutuhan pengguna, perancangan antarmuka intuitif, serta integrasi fitur e-commerce. Hasil penelitian menunjukkan bahwa aplikasi yang dikembangkan mampu menyediakan katalog produk interaktif, sistem pemesanan daring, metode pembayaran digital, serta manajemen inventaris yang mudah digunakan. Kontribusi utama penelitian ini adalah menghadirkan solusi teknologi yang tidak hanya meningkatkan visibilitas dan aksesibilitas produk UMKM di era digital, tetapi juga memperkuat daya saing pengrajin lokal hingga ke tingkat nasional. Implementasi aplikasi berbasis Opencart ini membuktikan bahwa transformasi digital dapat menjadi strategi efektif dalam mendukung keberlanjutan dan ekspansi pasar UMKM berbasis kearifan lokal.
Designing an E-Shop as a Promotional Medium for MSME Products at Azis Furniture Using the OpenCart Platform Faisal Hidayat; Alifur Rahman; M. Muhfa Rizal
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

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Abstract

The advancement of information technology provides significant opportunities for Micro, Small, and Medium Enterprises (MSMEs) to expand their marketing reach through Digital media. However, Azis Perabot, an MSME engaged in furniture sales, faces challenges in expanding its promotional reach due to its reliance on traditional marketing methods, which are limited in scope. This study aims to design and implement an E-Shop using the OpenCart platform as a promotional medium to address these issues and enhance product visibility online. The research applies the Research and Development (R&D) method supported by a qualitative descriptive approach to analyze needs, develop solutions, and evaluate the resulting prototype. The development model used is ADDIE. The research process includes business needs analysis, system design, implementation of key E-Shop features, and prototype testing to ensure its functionality. The OpenCart platform was chosen for its flexibility, ease of use, and support for adequate e-commerce features. The result of this study is a prototype E-Shop that serves as a Digital product catalog, facilitates product management, and enhances customer accessibility in selecting and purchasing products. However, this E-Shop is still limited to offline implementation and has not yet been uploaded to a wider online network. These findings represent a significant first step in digitizing MSMEs to improve promotional efficiency and competitiveness in the rapidly growing Digital era. Future researchers are expected to continue developing this project by integrating the E-Shop into the online network, testing its application in real-world scenarios, and evaluating its impact on sales and promotions for Azis Perabot. This research is expected to provide valuable contributions to advancing Digital transformation for MSMEs in Indonesia and serve as a reference for other MSMEs to utilize technology to expand their markets. With these steps, it is hoped that more MSMEs will be able to leverage technology to grow and compete in an increasingly competitive global market.
Designing a Digital Marketing Strategy for MSMEs in Nagari Tambangan through Openchart Platform-Based E-commerce Rahma Yanti; Dinda Nesa Yolanda
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

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Abstract

The aim of the article is to design a digital marketing strategy for Micro, Small and Medium Enterprises (MSMEs) through Openchart-based e-commerce to expand their market reach, up to the global level. However, in Nagari Tambangan, many MSMEs still adhere to traditional marketing strategies which are rarely used nowadays. As a result, the enormous potential of local superior products has not been utilized optimally, so that MSMEs are still relatively low in increasingly modern global market competition. Therefore, the aim of this research is to evaluate effective digital marketing through the use of platform-based e-commerce. The research and development (R&D) method used is the define, design, develop, describe (4D) development model. The study steps include: (1) defining the problems and needs of MSMEs related to digital marketing, (2) designing a digital marketing strategy that is integrated with e-commerce, (3) developing user-friendly and effective web-based promotional media, and (4) disseminating research findings on MSMEs in Nagari Tambangan. The results of the research conducted show that using OpenChart as an e-commerce platform really helps MSMEs in increasing product sales. Openchart's features include a display that is easy to use, according to needs, and the ability to sell products efficiently which makes a significant contribution to increasing the presence of products and sales of MSMEs. By using this platform, MSMEs can advertise their products digitally, attract many customers and maximize available resources. This research will provide practical assistance in improving the digital distribution of MSMEs in Nagari Tambanga. Additionally, this research can serve as a reference for developing digital marketing strategies such as content creation, social media utilization, and digital collaboration to enhance the success of MSME digital marketing strategies.
Pengembangan Pemasaran Produk Bibit Tanaman di Dusun Baringin Gadut Dengan Digitalisasi Fajri Rinaldi Chan; Muhammad Imam Dwi Maulana
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

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Abstract

This study explores the development of seedling product marketing in Baringin Gadut Hamlet through the implementation of digitalization strategies aimed at overcoming the limitations of conventional marketing practices. Despite the area’s significant potential in the plant nursery sector, its market reach and competitiveness have remained low due to reliance on traditional distribution methods. This research seeks to design and implement a digital marketing model that not only enhances economic outcomes but also empowers the local community. A qualitative descriptive approach was employed, involving interviews, field observations, surveys, and document analysis with plant seed entrepreneurs, local communities, and related stakeholders. The research process included community needs assessment, digital marketing training, the implementation of an online store platform, and evaluation of its effectiveness. Findings reveal that the OpenCart-based BITO online store, complemented by intensive training in social media and e-commerce use, successfully expanded market access and improved sales efficiency. Within the first month, BITO recorded multiple out-of-region transactions, indicating increased competitiveness of local products. Challenges such as limited digital literacy and internet infrastructure were addressed through stepwise training, mentoring, and technical adaptations of the platform, including features designed for low connectivity. Beyond improving income, the initiative contributed to building community confidence and skills in digital technology, fostering long-term empowerment. Overall, this study demonstrates that integrating digitalization with community capacity-building provides a sustainable model for rural agribusiness development and offers a replicable strategy for similar regions
Utilizing Sales Data to Optimize Digital Marketing Strategies for Beauty Products in Padangsidimpuan City Rosi Ramayanti; Ihdi Syahputra
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 2 (2025): December 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/balqis.v1i2.10114

Abstract

This study presents a data-driven framework for optimizing digital marketing strategies of beauty products in Padangsidimpuan. Motivated by the dominance of the Y.O.U brand (47.8% portfolio share) and an average store/BA target achievement rate of 43.7% with a 55.5% revenue gap, the research aims to integrate product portfolio analytics (price, margin, segmentation, brand) with sales performance analysis (target vs. actual). A quantitative descriptive approach was employed using secondary internal data—1,297 SKUs with sell-in/out prices and margin metrics, and monthly targets and achievements for 27 stores and 25 beauty advisors (August 2025)—supported by library research on digital marketing literature. Data analysis included descriptive statistics, price segmentation, brand distribution, margin analysis by segment, and performance gap assessment. Findings reveal a portfolio concentration in the mid-price segment (30k–60k, 38.6%) with an average margin of 31.3%, while only 14.2% of SKUs exceed 40% margin. The average achievement rate of 43.7% (range 0–91.1%) underscores the need for targeted digital interventions. The proposed framework prioritizes high-margin SKUs for paid media, SEO for mid-range products, cross-category bundling, live streaming, personalized content, and RACE-based KPI governance. Implementation is expected to close revenue gaps and raise the achievement rate above 60% within 1–2 quarters. The framework is adaptable to similar regional markets. Keywords: sales data, digital marketing, price segmentation, beauty products, RACE framework.
Edukasi Dan Implementasi Supply Chain Management Untuk Optimalisasi Stok Di Vending Machine: Education and Implementation of Supply Chain Management for Stock Optimization in Vending Machines Lambok Rommy
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 2 (2025): December 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/balqis.v1i2.10502

Abstract

Vending machine management requires a structured inventory management system to ensure product availability and minimize operational costs. This study discusses the implementation and education of Supply Chain Management (SCM) in an effort to improve efficiency, refill effectiveness, and inventory optimization in vending machines. Based on discussions in the literature and analysis of SCM concepts in the file, it was found that information flow plays an important role in ensuring that replenishment decisions are made on time and in the right quantities. SCM education helps operators understand the importance of demand forecasting, determining minimum-maximum inventory levels, and using sales data to predict the needs of each machine. The results of the discussion show that the application of SCM can reduce stockouts and stockpiling through data-based refilling, rather than habit. Effectiveness is increased because the product composition can be adjusted to the characteristics of the location, so that goods rotation becomes faster. In terms of efficiency, the frequency of refilling trips can be reduced through more optimal distribution route planning. Additionally, better coordination with suppliers enhances supply reliability and reduces the risk of delays. In conclusion, SCM education and implementation have a significant impact on improving vending machine management performance. With more accurate inventory control, more scheduled restocking, and more efficient distribution, the application of SCM has been proven to increase profitability, reduce operational costs, and strengthen the overall sustainability of the vending machine system.

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