Analysis of MSME Development in the Digital Era Using the Business Model Canvas from an Islamic Economic Perspective
DOI:
https://doi.org/10.38073/dies.v5i1.5053Keywords:
Development Strategy, MSMEs, Digitalization, Business Model Canvas, Islamic Business EthicsAbstract
Micro, Small, and Medium Enterprises (MSMEs) have significant potential to leverage technology to expand their markets and become more competitive in the digital era. This study uses the Business Model Canvas (BMC) approach to examine MSME development strategies in the digital era within the Medan Orang Bazar Community. A descriptive qualitative research methodology was employed, and information was collected through observation, interviews, and documentation. The Miles and Huberman model was used to analyze the data. The results indicate that the MSME development plan within the Medan Orang Bazar Community centers on maximizing the nine components of the Business Model Canvas. Young individuals and young families active on social media constitute this customer segment, offering distinctive local goods at affordable prices and attractive packaging. The plan was developed in collaboration with local communities and influencers, and using digital platforms such as Shopee, Instagram, and TikTok. Active engagement on social media and loyalty programs maintain customer relationships. This approach demonstrates how MSMEs can utilize the Business Model Canvas as a roadmap to develop their companies creatively, effectively, and sustainably in the digital era. The findings also revealed that some MSMEs in this community inherently apply Islamic business principles, particularly in terms of offering halal products, honest promotional practices, and community-based economic empowerment (taʿawun), indicating that the BMC framework can be complemented with a sharia-based business development perspective.
Downloads
References
Amanullah, A. N. (2015). Comparison of Business Model Canvas (BMC) among the three consulting companies. International Journal of Computer Science and Information Technology Research, 5(2), 462–471.
Aulawi, H., Taptajani, D. S., & Faujani, Z. A. (2024). Perancangan Strategi Bisnis Menggunakan Business Model Canvas Analisis SWOT dan Analytical Hierarchy Process Pada UMKM Lestari Kopi. Jurnal Kalibras, 22(2), 46–52. https://doi.org/10.33364/kalibrasi/v.22-2.1520
Azhar, R. M., Suparno, O., & Djohar, S. (2017). Pengembangan Model Bisnis pada Lokawisata Baturaden Menggunakan Business Model Canvas. Manajemen IKM, 3(1), 137–144.
Bahukeling, T. S., Suroso, A. I., Buono, A., & Nurhayati, P. (2024). Digital Marketing Alliance on Small Medium Enterprises (SMES): A Systematic Literature Review. Jurnal Aplikasi Bisnis Dan Manajemen, 10(1), 199–208. https://doi.org/10.17358/jabm.10.1.199
Daud, I., Nurjannah, D., Mohyi, A., Ambarwati, T., Cahyono, Y., Haryoko, A. D. E., Handoko, A. L., Putra, R. S., Wijoyo, H., Ari-Yanto, A., & Jihadi, M. (2022). The effect of digital marketing, digital finance and digital payment on finance performance of indonesian smes. International Journal of Data and Network Science, 6(1), 37–44. https://doi.org/10.5267/J.IJDNS.2021.10.006
Dewi, N. A., Hariani, A., & Ritonga, P. P. (2023). Analisis Manfaat Media Sosial Sebagai Pengembangan Umkm Di Kabupaten Deli Serdang. Kabillah (Journal of Social Community), 8(14), 129–143. https://doi.org/https://doi.org/10.35127/kabillah.v8i2
Dewi, N. A., Siregar, T. H., Muda, I., & Soemitra, A. (2025). The Influence Of Public Understanding And Level Of Trust On The Low Financial Inclusion Of Medan City Residents In Using Mobile Banking In The Cashless Society Era. JSE: Jurnal Sharia Economica, 4(1), 189–199. https://doi.org/https://doi.org/10.46773/jse.v4i2.2200
Diani, F., & Lubis, F. A. (2022). Analisis Implementasi E-Katalog Terhadap Perkembangan UMKM di Kota Medan dalam Mendukung Kemajuan Ekonomi Syariah. Jurnal Ilmiah Ekonomi Islam, 8(02), 1970–1981.
Haryanti, N., & Harahap, M. I. (2023). Analysis of E-Commerce and Fintech Applications in Promoting UMKM Development in Padangsidempuan. Moneter : Jurnal Keuangan Dan Perbankan, 11(2), 147–156.
Hidayat, A., Inda, T., Rahma, F., & Harahap, M. I. (2024). Analysis of The Role of Cooperatives and MSME ’ s Sectors in The Empowerment of MSME ’ s in Medan City. Jurnal Manajemen Bisnis, 11(2), 1332–1340.
Ichsan, R. N., Syahbudi, M., & Nst, V. F. H. (2023). Development of Islamic Human Resource Management in The Digital Era For MSMEs and Cooperatives in Indonesia. IQTISHODUNA: Jurnal Ekonomi Islam, 12(2), 497–512. https://doi.org/10.54471/iqtishoduna.v12i2.2336
Khairani, I., Imsar, & Nasution, M. L. I. (2023). Analysis of the Contribution of Islamic Social Capital to Increasing MSMEs. Journal of Islamic Economics and Finance Studies, 4(1), 145–162. https://doi.org/10.47700/jiefes.v4i1.8923
Luthan, M. Z., Winandi, R., & Rifin, A. (2019). Analisis Pengembangan Model Bisnis Kanvas. Forum Agribisnis: Agribusiness Forum, 9(2), 185–199. https://journal.ipb.ac.id/index.php/fagb/article/view/28141
Matondang, S. N., Nasution, M. L. I., & Rahmani, N. A. B. (2025). Analysis of Islamic Social Capital in Improving Welfare in MSMEs Group Financing. Journal of Applied Business Administration, 9(2), 273–283. https://jurnal.polibatam.ac.id/index.php/JABAhttp://creativecommons.org/licences/by-sa/4.0/
Mujiatun, S. R., Nasution, Y. S. J., & Muhklis Ismal, R. (2023). Preferences and Perceptions of MSME Entrepreneurs Towards Islamic Banking QRIS Products and Services in the City of Medan Post COVID 19 era. International Journal of Professional Business Review, 8(5), e01099. https://doi.org/10.26668/businessreview/2023.v8i5.1099
Munthe, M. R., & Dewi, P. P. (2024). Penerapan Marketing Mix Dan Digital Marketing Pada Usaha Gula Merah Produksi Desa Dawan Klod. Journal of Economic, Bussines and Accounting (COSTING), 7(2), 3443–3451. https://doi.org/10.31539/costing.v7i2.8988
Nasution, A. S. P., Harahap, I., & Aslami, N. (2025). Pengaruh Kemudahan, Kecepatan dan Keamanan Penggunaan Qris Pada UMKM Halal Kota Medan. JAMBURA ECONOMIC EDUCATION JOURNAL, 7(1), 420–435.
Nisfah, U. K., Ramadhani, S., & Nasution, M. L. I. (2024). Analisis Peran Ekonomi Kreatif Berbasis Budaya Lokal Untuk Meningkatkan Pendapatan Pengrajin Kerawang Gayo Dalam Kajian Ekonomi Islam (Studi Kasus Pengrajin Kerawang Gayo di Kecamatan Bebesen, Kabupaten Aceh Tengah). JURNAL MANAJEMEN AKUNTANSI (JUMSI), 4(3), 815–823.
Novia Indah, L., & Ramadani, M. (2022). Strategi Pemasaran Produk UMKM Melalui Penerapan Digital Marketing. KUAT : Keuangan Umum Dan Akuntansi Terapan, 4(2), 79–85. https://doi.org/10.31092/kuat.v4i2.1697
Nur Rohmah, F., Fauzi, M., Firdaus, L., & Alfiyan, M. (2023). Opportunities and Challenges of Sukuk Development in the Digital Era: Millennial Generation Perspectives In Indonesia. WARAQAT : Jurnal Ilmu-Ilmu Keislaman, 8(2), 211–227. https://doi.org/10.51590/waraqat.v8i2.580
Nurhasanah, U., Nasution, Y. S. J., & Harianto, B. (2024). Analisis Pengaruh Religiusitas, Motivasi Rasional dan Emosional Terhadap Keputusan Dalam Menggunakan Jasa Bank Syariah (Studi Kasus Bank Muamalat KCP Stabat). Jesya, 7(2), 1998–2013. https://doi.org/10.36778/jesya.v7i2.1726
Rahmani, N. A. B. (2022). Metodologi Penelitian Kualitatif dan Kuantitatif. In Rahmani.
Ramlan, Erwinsyahbana, T., & Perdana, S. (2023). Metode Penelitian Hukum Dalam Pembuatan Karya Ilmiah. UMSU Press.
Rukmana, C., Reinita, L., Toyiba, N., Hidayat, F., & Panorama, M. (2023). Pengaruh Digital Payment Terhadap Minat Masyarakat Dalam Membayar Zakat. Al-Kharaj : Jurnal Ekonomi Keuangan & Bisnis Syariah, 5(5), 2607–2615. https://doi.org/10.47467/alkharaj.v5i5.2572
Saputra, R., Nasution, M. I. P., & Dharma, B. (2023). The Impact of Using AI Chat GPT on Marketing Effectiveness: A Case Study on Instagram Marketing. Indonesian Journal of Economics and Management, 3(3), 603–617. https://doi.org/10.35313/ijem.v3i3.4936
Suhargo, E. S., Farida, Y. N., & Hidayat, T. (2022). Pengaruh Digitalisasi UMKM dan Penggunaan Sistem Informasi Akuntansi Terhadap Kinerja UMKM pada Masa Pandemi Covid-19. Jurnal Riset Akuntansi Soedirman (JRAS), 1(2), 132–142. https://doi.org/https://doi.org/10.32424/1.jras.2022.1.2.8071
Suwarsi, A. A., Sharfina, A. G., & Anggraeni, A. (2022). Portrait of MSMEs‘ Islamic Financial Literacy and The Impact on Business Development. Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies, 18(1), 207–233. https://doi.org/10.18196/afkaruna.v18i1.12991
Wang, J., Huang, X., Hu, K., & Li, X. (2018). Evaluation on community development programs in mining industry: A case study of small and medium enterprise in China. Resources Policy, 59(1), 516–524. https://doi.org/10.1016/j.resourpol.2018.09.006
Wibowo, M. Y. P., & Sriyana, J. (2024). Does Financial Inclusion Increase MSME Financing at Islamic Banks During Covid 19? Journal of Finance and Islamic Banking, 6(1), 1–14. https://doi.org/10.22515/jfib.v6i1.7655
Wiyani, S., Syahbudi, M., & Daulay, A. N. (2025). The Role of Fintech in the Transformation of the Cashless Society of the Sharia Financial Sector with A Literature Review Approach. Balanca: Jurnal Ekonomi Dan Bisnis Islam, 7(2), 126–160.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Tria Manda Sari, Reni Ria Armayani Hasibuan, Nurbaiti Nurbaiti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
