Sharia Economic and Management Business Journal (SEMBJ)

Entrepreneurial Marketing, Innovation, and Halal SME Performance: An Islamic Business Perspective

Selvy Athia Zainun Faqiha — 2026-06-03

Background: This study examines the role of entrepreneurial marketing in enhancing halal-oriented manufacturing SME performance in Indonesia from an Islamic business perspective. In increasingly uncertain and competitive business environments, halal-oriented SMEs are expected not only to achieve financial performance but also to maintain ethical integrity, transparency, and stakeholder trust in accordance with Islamic business principles. Despite the growing importance of halal business practices, limited research has explored how entrepreneurial marketing contributes to SME performance within an Islamic ethical context.

Method: This study employed a quantitative research approach using survey data collected from 75 manufacturing SMEs in Surabaya, East Java, Indonesia. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct effect of entrepreneurial marketing on SME performance, the impact of entrepreneurial marketing on innovation, and the mediating role of innovation in the relationship between entrepreneurial marketing and SME performance.

Results: The findings reveal that entrepreneurial marketing has a positive and significant effect on both innovation and SME performance. Furthermore, innovation partially mediates the relationship between entrepreneurial marketing and SME performance, indicating that SMEs with stronger entrepreneurial marketing capabilities are better positioned to enhance innovation and achieve superior organizational outcomes. These findings also suggest that ethical innovation and proactive market orientation contribute significantly to strengthening halal SME competitiveness.

Conclusion: Entrepreneurial marketing represents an important strategic capability for improving halal-oriented SME performance while remaining aligned with Islamic business ethics. The integration of entrepreneurial initiatives and innovation enables SMEs to strengthen competitiveness, enhance stakeholder trust, and generate sustainable organizational value. These outcomes are consistent with Islamic principles emphasizing amanah (trustworthiness), adl (fairness), and maslahah(social benefit), highlighting the relevance of ethical business practices in achieving long-term performance.

Integrating Tam and Islamic Work Ethics to Explain AI Adoption in Digital Marketing of Halal Msmes in Indonesia

Ricka Handayani — 2026-06-03

Background: This study aims to analyze the factors influencing the Adoption of Artificial Intelligence (AI) in digital marketing in halal MSMEs in Indonesia. The research focuses on understanding how perceptions of Usability, Islamic work ethics, market pressures, and technological readiness shape attitudes toward adoption, which in turn influence intentions to adopt AI.

Method: The research approach is a quantitative, descriptive study involving 280 halal MSMEs active in digital marketing. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the direct and indirect relationships between variables, including the mediating role of attitudes towards adoption.

Results: The study found that all tested factors had a positive effect on attitudes towards AI adoption. Attitudes toward adoption have been shown to mediate the relationship between these factors and adoption intentions. These findings confirm that fostering a positive attitude is key to encouraging MSMEs' intention to adopt AI. The study's results emphasize the importance of increasing perceptions of benefits, ease of use, alignment with ethical values, responsiveness to the market, and technological readiness to drive AI adoption. Governments, technology providers, and religious institutions can support MSMEs by providing user-friendly AI training, guidance, and solutions to strengthen adoption-readiness.

Conclusion: This study contributes to the literature on technology adoption in MSMEs by integrating cultural, ethical, and market pressure factors, as well as emphasizing the role of attitude mediation in shaping AI adoption intentions in the context of halal business.

Halal Fashion Purchase Decision Model: Product Quality and Modern Digital Tekhnology

Nurul Jannah — 2026-06-03

Background: Indonesia has achieved first place in the global modest fashion sector with halal fashion consumption projected to reach USD 330.5 billion by 2025. However, there is a gap between the size of the market potential and consumer purchasing behavior, especially among urban Muslim millennials and Generation Z, who have unique characteristics and preferences in the digital era. This study aims to analyze the halal fashion purchase decision model by integrating product quality and modern digital technology factors among urban Muslim millennial and Generation Z consumers in Indonesia

Method: This study uses a quantitative approach with an explanatory design through the Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) method. Data were collected from 300 urban Muslim millennial and Generation Z respondents using purposive sampling technique. The measurement instrument used a Likert scale questionnaire to measure product quality, modern digital technology, and halal fashion purchase decisions.

Results: The results show that the structural model developed has strong predictive power with an R-Square value of 0.626, meaning that 62.6% of the variation in halal fashion purchase decisions can be explained by product quality and modern digital technology variables. Modern digital technology emerged as the dominant factor most significantly influencing halal fashion purchase decisions with a t-statistic value of 8.512 and p-value 0.000, categorized as having a strong influence with f-square value of 0.381. Meanwhile, product quality has a significant but relatively weak influence with t-statistic 3.246, p-value 0.001, and f-square value of 0.074.

Conclusion: The findings indicate a paradigm shift in urban Muslim consumer priorities from traditional product quality orientation toward digital accessibility and experience. This research contributes theoretically to the development of consumer behavior theory in the context of Islamic economics by integrating Theory of Planned Behavior from an Islamic perspective and Maqashid Syariah theory.

A Purchase Decision Behavior Model by Generation Z: The Mediating Role of Consumer Motivation

Ajat Sudrajat — 2026-06-03

Background: Given Generation Z’s significant dependence on e-commerce platforms, it is crucial to understand how they shop in the digital economy. However, limited studies have examined how affiliate marketing and advertising influence actual purchase decisions, particularly when mediated by consumer motivation.

Method: A quantitative explanatory design was employed using a survey of 200 Generation Z respondents aged 18 to 26 who actively make online purchases. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. A bootstrapping approach was applied to test the mediation effect.

Results: The findings indicate that advertising has a significant influence on consumers’ purchase decisions (β = 0.578, p < 0.05), whereas affiliate marketing does not. Both affiliate marketing and advertising positively influence consumer motivation; however, motivation does not significantly affect purchase decisions

Conclusion: These findings advance motivation theory by highlighting the greater influence of external digital stimuli over intrinsic drivers in shaping Generation Z’s purchasing behavior. Practically, the study suggests that Indonesian e-commerce platforms, such as Shopee and Tokopedia, should prioritize interactive and storytelling-based advertising combined with urgency-driven strategies (e.g., flash sales and exclusive promotions) to enhance purchase effectiveness

Integration of Artificial Intelligence and Human Communication in Managerial Decision Making

Lilis Yuningsih — 2026-06-04

Background: The development of digital transformation has encouraged modern organizations to utilize artificial intelligence to improve decision-making effectiveness. However, the implementation of AI in organizations still requires the support of human communication to ensure effective information interpretation, organizational coordination, and the quality of managerial decisions. This study aims to analyze the effect of the integration of artificial intelligence and organizational communication on managerial decision-making in hospitality companies in Java and Bali.

Method: This study employed a quantitative approach with an explanatory research design. Data collection involved distributing questionnaires to 182 respondents, consisting of managers, supervisors, and professional staff in service, hospitality, education, and digital companies in Java and Bali. Data analysis used multiple linear regression with SPSS.

Results: The results of the study indicate that Artificial Intelligence has a positive and significant effect on managerial decision-making with a significance value of 0.000 < 0.05. Human communication also has a positive and significant effect on managerial decision-making with a significance value of 0.001 < 0.05. Simultaneously, artificial intelligence and human communication have a significant effect on managerial decision-making with a coefficient of determination of 64.8%. The results of the study indicate that the integration of AI and human communication is the most appropriate approach in creating an effective decision-making system based on human-centered management in the era of digital transformation.

Conclusion: This research provides theoretical contributions to the development of technology communication and digital management studies and provides practical implications for organizations in optimizing the use of AI by strengthening organizational communication.