Manajemen Strategis UMKM Fashion Halal: Menyelaraskan Tantangan Pemasaran Produk Diversifikasi dengan Program Pemberdayaan Masyarakat

Abstract

This study explores the strategic management of Basmallah, a halal fashion SME located in Pangandaran Regency, West Java, with a focus on product diversification marketing strategies, the implementation of community empowerment programs, and the interconnection between these two aspects. Employing a qualitative approach through a case study design, data were collected via in-depth interviews, observation, and documentation, and analyzed using the Miles and Huberman model. The findings reveal that Basmallah applies product diversification for both Muslim and non-Muslim markets by offering unlabelled products for non-Muslim consumers to preserve its halal identity. However, its marketing remains limited to social media, e-commerce, and brochures, lacking extensive promotional efforts. Community empowerment is manifested through inclusive job creation and vocational training in collaboration with the Al-Amin Modern Islamic Boarding School, contributing to local welfare and enhancing students’ skills. The interconnection between marketing and empowerment indicates potential synergy, where social programs strengthen brand image, though constrained by limited resources that hinder focus on marketing and financial management. Sharia values, such as interest-free business and social responsibility, serve as strategic guidelines, despite challenges posed by reliance on personal capital that restricts expansion. This research contributes to the literature on SME strategic management and the halal industry, offering practical insights for halal fashion enterprises seeking to balance commercial and social objectives.