Digital Marketing Communication Development On Micro, Small And Medium Enterprises (Msme) In Era 4.0 Based On Sharia Economic (Case Study Msme Domas Village, Pontang District)
Proceedings of the The First International Conference On Islamic Development Studies 2019, ICIDS 2019, 10 September 2019, Bandar Lampung, Indonesia
The development of Micro, Small and Medium Enterprises (MSME) based on Islamic sharia economic law, should be developed not only on capital requirements which then serve as an important role in the management of MSME, but the current challenges in the 4.0 era, network expansion and media use are absolutely necessary. Marketing system in this era is not focused on the area of limited nature, but has entered the digital marketing area, where the actual market share is wider and more numerous.
... more numerous. Therefore, with based on the sharia economic approach it needs a synchronization and development in MSME to be able to innovate and develop in the direction of digital marketing. The focus of research on MSME in the District of Pontang, Domas Village, Serang Regency, Banten Province, is based on the typical food "Bontot" which uses payus fish as its main ingredient, until now it still uses conventional marketing methods and approaches. With a qualitative approach and interview method, observation to documentation found that Bontot_Omkumz MSMEs has been able to optimize the use of the social media application, Instagram as an important part in marketing its products. The influence of digital marketing, which is accompanied with honesty and personal approach, is the key for people to believe in the bontot products. Some things that need to be considered 1) Keep maintaining the uniqueness of the product; 2) Increase an interesting and interactive innovations on social media's content; 3) Apply and prioritize the values in accordance in Islamic law.