Maqasid al-Sharia-Based Digital Marketing Strategy as a Driver of Halal Furniture Product Innovation: A Phenomenological Study of Illah Sofa Furniture, Pasuruan City

Sulastri Sulastri

doi:10.55681/economina.v5i7.3196

Authors

Sulastri Sulastri Universitas Islam Internasional Darullugah Wadda'wah, Pasuruan, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i7.3196

Keywords:

Islamic Digital Marketing, phenomenology, halal product innovation, Maqashid Al-Shari'ah, furniture SMEs

Abstract

This study aims to explore in depth how Digital Marketing strategies grounded in Maqashid Al-Shari'ah values function as the primary driver of halal furniture product innovation at Illah Sofa, Pasuruan City, East Java, amidst an increasingly massive wave of digital transformation. Integrating the Islamic Economic framework, particularly the principles of amanah (trust), transparency (itqan), and public benefit (maslahah), this research employs a qualitative approach with an interpretive phenomenological design based on Interpretative Phenomenological Analysis (IPA). Data were collected through semi-structured in-depth interviews with eight key informants (business owner, Digital Marketing manager, product designers, and loyal customers), four weeks of participatory observation, and visual documentation. Analysis yielded three essential themes: (1) digital platforms as market learning ecosystems based on Islamic values of honesty (shidq) and transparency; (2) halal visual content narratives as catalysts for ethically-oriented co-creation of design innovation; and (3) the Shari'ah-compliant e-commerce ecosystem as a space for validation, acceleration, and equitable distribution of product innovation benefits. These findings enrich the discourse on Rogers' Innovation Diffusion Theory from a Maqashid Al-Shari'ah perspective while presenting a Digital-Driven Islamic Innovation model relevant to local Indonesian furniture SMEs.

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