Analisis Pengaruh Pasar Digital terhadap Produk Halal: Adopsi Platform E-commerce Pelaku UMKM di Kota Surakarta
DOI:
https://doi.org/10.64845/al-mudayanah.v2i1.124Keywords:
Digital Market , E-Commerce Platform , Halal Product , UMKMAbstract
Aktivitas ekonomi melalui platform e-commerce dapat diakses dengan mudah dan menjadi wadah baru dalam aspek ekonomi kreatif. Secara langsung dalam penelitian ini mengevaluasi strategi mitigasi hambatan dalam transformasi digital khusus untuk industri halal dan e-commerce di konteks negara dengan populasi muslim besar seperti Indonesia. Pendekatan ini digunakan untuk menjelaskan hubungan kausal antara variabel-variabel yang diteliti, yaitu pengaruh pasar digital terhadap produk halal melalui adopsi platform e-commerce pada pelaku UMKM di Kota Surakarta. Dalam penelitian ini hasil analisis yang menunjukkan bahwa pasar digital dan adopsi platform tidak memiliki korelasi atau pengaruh langsung karena bisa disebabkan dari konteks platform e-commerce yang digunakan masih secara umum tidak berbasis syariah. Sebagaimana dari hasil pemerolehan data bahwa platform yang dipilih pelaku UMKM di Kota Surakarta meliputi Shopee, Lazada, Tokopedia, dana platform lain yang tidak disebutkan. hasil penelitian ini memberikan novelty atau kebaharuan terkait studi adopsi platform e-commerce dalam produk halal di Indonesia. Hal tersebut dikarenakan penelitian tentang halal banyak berfokus pada kepatuhan, regulasi, dan trust konsumen; sementara studi adopsi e-commerce hanya berfokus pada faktor teknologi, sumber daya, dan insentif digital.
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