ANALISIS PENDAMPINGAN EKONOMI SYARIAH TERHADAP PEMANFAATAN MEDIA SOSIAL SEBAGAI STRATEGI PEMASARAN HALAL DAN PENINGKATAN KINERJA UMKM DI KECAMATAN MERSAM

Abstract

Sharia-based economic assistance plays a strategic role in strengthening the capacity of micro, small, and medium enterprises (MSMEs), particularly in leveraging social media as a tool for halal marketing. This study aims to analyze the influence of Sharia economic assistance on the utilization of social media and the improvement of MSME performance in Mersam District. A quantitative research method was employed using survey techniques through questionnaires distributed to MSME actors who had participated in the assistance program. The findings indicate that Sharia economic assistance has a positive and significant effect on the use of social media as a halal marketing strategy. Moreover, the utilization of social media serves as a mediating variable that contributes to the overall improvement of MSME performance. These results highlight the importance of integrating Sharia principles in economic empowerment programs and optimizing digital technologies to expand market reach and enhance the competitiveness of MSMEs in Mersam District.