IMPROVING THE PERFORMANCE OF FOOD MSMES: A CASE STUDY ON HALAL TOURISM
Abstract
The number of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia continues to increase from year to year, including in Lombok, which is known as a leading halal tourist destination. Food MSMEs have a strategic role in supporting the development of halal tourism, but they face increasingly fierce competition. In this context, marketing communication strategies, Islamic financial literacy, and the use of digital technology are important factors in improving MSME performance. This study aims to analyze the influence of marketing communication and Islamic financial literacy on the performance of food MSMEs in Lombok, as well as to examine the role of digital technology as a moderating variable. The study uses a quantitative method with a causal approach, involving 108 respondents who are owners of food SMEs that have been operating for at least one year. Data analysis was performed using the Partial Least Squares (PLS) method. The results show that marketing communication and digital technology have a positive and significant effect on SME performance, while Islamic financial literacy does not have a significant effect. Furthermore, digital technology was not proven to play a role as a moderating variable between marketing communication and Islamic financial literacy on MSME performance. These findings emphasize the need to strengthen marketing communication strategies and optimize digital technology in supporting the competitiveness of halal tourism-based food MSMEs in Lombok, with recommendations for further research to expand the scope of the region and consider policy factors, training, and digital infrastructure.
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Audrey Sazkhya Sinaga, K., Irene, J., & Christanti, R. (2023). Digital Adoption and Financial Performance: Evidence From Indonesian SMEs in Food and Beverage Sector. Return : Study of Management, Economic and Bussines, 2(4), 423–434. https://doi.org/10.57096/return.v2i04.94
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Ghozali, I. (2013). Desain Penelitian Kuantitatif dan Kualitatif. Yoga Pratama.
Hair. (2010). Multivariate Data Analyisis Seventh Edition. Pearson Prentice Hall.
Hermalia Puteri, A., Syarifah, N., & Septin Arlina, A. (2025). Peluang & Tantangan Digitalisasi Ekonomi Syariah di Indonesia dalam Era Ekonomi Digital. SANTRI : Jurnal Ekonomi Dan Keuangan Islam, 3(3), 295–310. https://doi.org/10.61132/santri.v3i3.1654
Hulaimi, A., & Abdillah, M. Z. (2024). Integrasi Wisata Halal dan Industri Kerajinan Mutiara dalam Perspektif Islam. Jurnal Ilmiah Ekonomi Islam, 10(03), 2842–2846. https://doi.org/10.29040/jiei.v10i3.14749
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition). Pearson Education.
Laeli Istikharoh, Yunita Aditia Nur Pertiwi, Maya Rahmawati, Damar Firdaus, Titi Dewijayati Halawa, & Cidi Tama
Ramadhan. (2025). Peran Digital Marketing dalam Meningkatkan Daya Saing UMKM Kuliner pada Yohana Kitchen Jakarta. GEMILANG: Jurnal Manajemen Dan Akuntansi, 5(3), 1008–1017. https://doi.org/10.56910/gemilang.v5i3.2618
Lantara, I. W. N., & Kartini, N. K. R. (2015). Financial literacy among university students: Empirical evidence from Indonesia. Journal of Indonesian Economy and Business: JIEB., 30(3), 247.
Masrizal, Sukmana, R., & Trianto, B. (2025). The effect of Islamic financial literacy on business performance with emphasis on the role of Islamic financial inclusion: case study in Indonesia. Journal of Islamic Marketing, 16(1), 166–192. https://doi.org/10.1108/JIMA-07-2022-0197
Muljaningsih, S. (2021). Analisis Faktor Kinerja Pemilik UMKM Makanan dan Minuman dengan Mediasi Keunggulan Bersaing di Surabaya. Jurnal Dinamika Ekonomi Pembangunan, 4(2), 64–70. https://doi.org/10.33005/jdep.v4i2.300
Mustofa, M. (2022). Literasi Keuangan Syariah Dan Perilaku Menabung Mahasiswa. Jurnal Ekonomi Dan Pendidikan, 18(2), 183–191. https://doi.org/10.21831/jep.v18i2.49299
Nabila, A., Titisari, P., & Mahardiyanto, A. (2023). The Influence of Sharia Financial Literacy and Sharia Financial Inclusion on the Performance of Msmes in Jember Regency. Progress: Conference, 6(1). http://proceedings.itbwigalumajang.ac.id/index.php/progress
Nufrizal, M., Maulana, A., & Thoriq, A. M. (2025). Literasi Keuangan Syariah Untuk UMKM Di Desa Cibukamanah. Jurnal Pengabdian Masyarakat Akademisi, 4(3), 115–118. https://doi.org/10.54099/jpma.v4i3.1277
Nuraini, D. E., Supriyono, S., & Indaryani, M. (2024). Pengaruh Kompetensi Dan Motivasi Terhadap Kinerja UMKM Dengan Inovasi Produk Sebagai Variabel Mediasi. Journal of Economics, Management, and Business, 3(1), 25–38. https://doi.org/10.32699/magna.v3i1.6662
Nurlela, & Anggraini, I. (2022). Peran Komunikasi Pemasaran dalam UMKM: Pembelajaran untuk Pemberdayaan UMKM Kelompok Wanita Tani di Pedesaan. Jurnal Ilmu Pengetahuan Dan Pengembangan Masyarakat Islam, 16(2), 79–88.
Putri, M. N. (2022). Literasi Keuangan Syariah dan Kinerja UMKM. Milkiyah: Jurnal Hukum Ekonomi Syariah, 1(2), 81–87. https://doi.org/10.46870/milkiyah.v1i2.240
Rachmiani, R., Haidar Ahmada, N., & Darusman, D. (2025). Optimization of Digital Technology Utilization in Marketing Strategy Development to Enhance the Competitiveness of MSME Products. International Journal of Management Science and Information Technology, 5(1), 56–66. https://doi.org/10.35870/ijmsit.v5i1.3648
Ramdansyah, A. D., & Ganika, G. (2024). Pengaruh Digitalisasi terhadap Kinerja UMKM (Studi pada KUKM di Provinsi Banten). Jurnal Riset Bisnis Dan Manajemen Tirtayasa, 8(2), 115. https://doi.org/10.35448/jrbmt.v8i2.28797
Ratna Melinda Putri, & Eko Purwanto. (2023). Penerapan Teknologi Digital Marketing Untuk Meningkatkan Strategi Pemasaran Pada UMKM Cendol Di Kelurahan Kauman Kota Blitar. Jurnal Pengabdian Masyarakat Indonesia Sejahtera, 2(3), 66–76. https://doi.org/10.59059/jpmis.v2i3.232
Reinaldi, M., Suyatno, A., & Hastuti, I. (2024). Strategi Manajemen Keuangan untuk Usaha Mikro, Kecil, dan Menengah. LABEL: Law, Accounting, Business, Economics, and Language, I(1), 14–25.
Rifaldy Rios Wanadri, Iin Soraya, & Cindya Yunita Pratiwi. (2025). Strategi Komunikasi Pemasaran CV. Rintis Usaha Bersama Melalui Media E-Commerce dalam Meningkatkan Penjualan Produk. Studi Administrasi Publik Dan Ilmu Komunikasi, 2(2), 01–22. https://doi.org/10.62383/studi.v2i2.218
Septiani, H., & Tunjungsari, H. K. (2021). Pengaruh Strategi Komunikasi Terpadu Terhadap Kinerja Penjualan PT Enagic Indonesia. Jurnal Manajemen Bisnis Dan Kewirausahaan, 6(6), 633–638.
Shimp, T. A., & Andrews, J. C. (2012). Advertising Promotion and Other Aspects of Integrated Marketing Communications. Cengage Learning. https://books.google.co.id/books?id=HTcWAAAAQBAJ
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alphabet.
Suryana, A., Zein, D., Sumartias, S., & Gemiharto, I. (2019). Pengaruh Strategi Komunikasi Pemasaran, Budaya Organisasi, Karakteristik Individu Inovatif Dan Komitmen Organisasional Terhadap Kinerja Usaha Kecil Dan Menengah. Jurnal Manajemen Komunikasi, 3(2), 185. https://doi.org/10.24198/jmk.v3i2.20754
Titin, Sutrisno, Mahmudah, H., Muhtarom, A., & Syamsuri. (2024). Effect of Business Digitalization and Social Media on MSME Performance with Digital Competence as a Mediating Variable. Scientific Journal of Informatics, 11(3), 645–660. https://doi.org/10.15294/sji.v11i3.9942
Tulinayo, F. P., Ssentume, P., & Najjuma, R. (2018). Digital technologies in resource constrained higher institutions of learning: a study on students’ acceptance and usability. International Journal of Educational Technology in Higher Education, 15(1), 36. https://doi.org/10.1186/s41239-018-0117-y
Umar, F., Septian, M. R. A., & Pertiwi, D. A. A. (2023). Effect of Digitalization on Business Performance in the MSME Industry Context. Journal of Information System Exploration and Research, 2(1). https://doi.org/10.52465/joiser.v2i1.199
Wibowo, E. W. (2018). Kajian Analisis Kinerja Usaha Mikro Kecil Menengah (Umkm) Dengan Menggunakan Metode Balance Scorecard. JURNAL LENTERA BISNIS, 6(2), 25. https://doi.org/10.34127/jrlab.v6i2.188
Wiratha, A., & Kemalasari, N. (2024). Sharia Financial Technology Development and Literacy to Strengthen the MSME in West Sumatera. JURISMA : Jurnal Riset Bisnis & Manajemen, 14(2), 363–372. https://doi.org/10.34010/jurisma.v14i2.12827
Witanti, W., & Hadiana, A. I. (2016). Pengukuran Kinerja Pada Usaha Mikro Kecil Dan Menengah (Umkm) Dengan Balanced Scorecard (BSC). Jurnal Manajemen Informatika (JAMIKA), 6(2). https://doi.org/10.34010/jamika.v6i2.624
Yuliana, I., Alpiansah, R., & Pratama, A. A. (2024). Culinary SME Performance: Marketing Capability, Entrepreneurial Orientation, Competitive Advantage And Product Innovation. Jurnal Ilmiah Edunomika, 8(1).
Yuliana, I., Alpiansah, R., Rahmatullah, A. Y., & Dethan, S. H. (2025). Peningkatan Kinerja UKM: Peran Keunggulan Bersaing dalam Memoderasi Pengetahuan Produk dan Literasi Keuangan (Vol. 8, Issue 3).
Published
2025-10-16
How to Cite
YULIANA, Ika et al.
IMPROVING THE PERFORMANCE OF FOOD MSMES: A CASE STUDY ON HALAL TOURISM.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 11, n. 1, p. 1683-1694, oct. 2025.
ISSN 2541-3333.
Available at: <https://conferences.uin-malang.ac.id/index.php/iconies/article/view/3482>. Date accessed: 04 apr. 2026.
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Articles
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