TRANSFORMASI DIGITALISASI MARKETING PERSPEKTIF EKONOMI ISLAM (STUDI PADA USAHA MIKRO DAN KECIL BIDANG KULINER DI KECAMATAN BARUGA KOTA KENDARI)

Nurul Azizah, NIM : 2021050101010, N (2026) TRANSFORMASI DIGITALISASI MARKETING PERSPEKTIF EKONOMI ISLAM (STUDI PADA USAHA MIKRO DAN KECIL BIDANG KULINER DI KECAMATAN BARUGA KOTA KENDARI). Other thesis, IAIN KENDARI.

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Abstract

ABSTRAK

Nurul Azizah, NIM : 2021050101010. “Transformasi Digitalisasi
Marketing Perspektif Ekonomi Islam (Studi Pada Usaha Mikro
dan Kecil Bidang Kuliner di Kecamatan Baruga Kota Kendari”
Fakultas Ekonomi dan Bisnis Islam, Institut Agama Islam Negeri
(IAIN) Kendari, melalui pembimbing I Abdul Wahid Mongkito
dan pembimbing II Adzil Arsyi Sabana.

Penelitian ini membahas transformasi digitalisasi marketing pada
pelaku usaha mikro dan kecil di Kecamatan Baruga, mencakup
penggunaan teknologi digital marketing. Era digital telah membawa
transformasi yang signifikan dalam cara perusahaan melakukan
pemasaran, menjual produk, dan berinteraksi dengan pelanggan.
transformasi digitalisasi marketing pada usaha mikro dan kecil pada
bidang kuliner di Kecamatan Baruga Kota Kendari Bagaimana
transformasi digitalisasi marketing perspektif Ekonomi Islam pada
usaha mikro dan kecil pada bidang kuliner di Kecamatan Baruga
Kota Kendari kemudian apa saja kendala yang dihadapi oleh pelaku
Usaha Mikro dan Kecil (UMK) di bidang kuliner dalam
mengimplementasikan digitalisasi marketing di Kecamatan Baruga
Kota KendariPenelitian ini menggunakan penelitian kualitatif
dengan pendekatan studi kasus. Metode yang digunakan dalam
mengumpulkan data adalah melalui wawancara, observasi dan
dokumentasi. Dari hasil penelitian ini dapat disimpulkan bahwa
pelaku UMK telah memanfaatkan media sosial sebagai sarana
pemasaran produk kuliner, meskipun tinggkat penggunaan platform
digital lainnya masi bervariasi. UMK kuliner di Kecamatan Baruga
telah berhasil mengintegrasikan teknologi modern dengan prinsip
ekonomi Islam, di mana para pelaku usaha menerapkan empat
karakteristik pemasaran syariah, sehingga membuktikan bahwa
nilai-nilai Islam dapat berjalan selaras dengan kemajuan teknologi.
Kurangnya literasi digital, keterbatasan moda, dan infrastruktur
teknologi menjadi beberapa kendala yang dihadapi pelaku UMK
kuliner di Kecamatan Baruga dalam menerapkan digital marketing
secara maksimal.
Kata Kunci : Transformasi, Digitalisai Marketing, UMK Kuliner


ABSTRACT

Nurul Azizah, NIM: 2021050101010. “Marketing Digitalization
Transformation in the Perspective of Islamic Economics (Study on
Micro and Small Businesses in the Culinary Field in Baruga District,
Kendari City” Faculty of Economics and Islamic Business, State
Islamic Institute (IAIN) Kendari, through supervisor I Abdul Wahid
Mongkito and supervisor II Adzil Arsyi Sabana

This research discusses the transformation of marketing
digitalization in micro and small businesses in Baruga Subdistrict,
including the use of digital marketing technology. The digital era
has brought significant transformation in the way companies
market, sell products and interact with customers. Digital
marketing has become very important in improving operational
efficiency and market access. The formulation of the problem in this
study is how the transformation of digitalization marketing in micro
and small businesses in the culinary field in Baruga District,
Kendari City, and what are the obstacles faced by Micro and Small
Enterprises in the culinary field in implementing digitalization
marketing in Baruga District, Kendari City. This research uses
qualitative research with a case study approach. The methods used
in collecting data are interviews, observation, and documentation.
From the results of this study, it can be concluded that have utilized
social media as a means of marketing culinary products, although
the level of use of other digital platforms still varies. Culinary in
Baruga Subdistrict have successfully integrated modern technology
with Islamic economic principles, where business actors apply the
four characteristics of sharia marketing, thus proving that Islamic
values can run in harmony with technological advances. Lack of
digital literacy, limited modes, and technological infrastructure are
some of the obstacles faced by culinary in Baruga Subdistrict in
implementing digital marketing to the fullest.

Keywords : Transformation, Digitalized Marketing

Item Type: Thesis (Other)
Uncontrolled Keywords: Transformasi, Digitalisai Marketing, UMK Kuliner
Subjects: 300 Ilmu Sosial > 338 Produksi > 338.9 Perkembangan Ekonomi, Pertumbuhan Ekonomi
Divisions: Fakultas Ekonomi dan Bisnis Islam > Prodi Ekonomi Syariah
Depositing User: Unnamed user with email [email protected]
Date Deposited: 27 Apr 2026 03:14
Last Modified: 27 Apr 2026 03:14
URI: http://digitallib.iainkendari.ac.id/id/eprint/4365

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