Patterns of Business Competition in the Batik Industry in the Digital Era: A Sharia Marketing Management Perspective

Abstract

This study aims to describe the marketing patterns of batik businesses before the adoption of digital marketing, analyze the marketing patterns after the implementation of digital marketing, and examine the application of Islamic marketing management principles in batik business practices in the digital era at Rumah Batik Pelemahan and Batik Bangsawan MSMEs in Bungah District, Gresik Regency. This research is motivated by the transformation of batik MSME marketing patterns from conventional systems to digital marketing along with technological developments and increasing business competition. This study uses a qualitative approach with a field research design. Data were collected through observation, interviews, and documentation, then analyzed using data reduction, data display, and conclusion drawing techniques. The results show that both MSMEs have transformed their marketing from conventional systems to digital marketing through the use of social media and websites with different levels of optimization. In facing business competition, both MSMEs implement strategies to improve product quality, service, and differentiation of motifs based on local wisdom as a competitive advantage. In addition, the implementation of Islamic marketing management is reflected in the principles of honesty, trustworthiness, transparency, and efforts to avoid gharar elements in delivering product information to consumers. This study concludes that digital technology utilization, product differentiation strategies, and the application of Islamic marketing values are important factors in improving the competitiveness of batik MSMEs in the digital era. The impact of this research is to provide practical contributions for MSMEs in improving the effectiveness of digital marketing, strengthening competitiveness through local wisdom-based branding, and increasing consumer trust through the application of Islamic marketing principles. Academically, this study enriches the literature on digital marketing and Islamic marketing in the context of MSMEs.