Accelerating the Digital Halal Ecosystem: Integrating Sharia Values and MSME Economic Behavior in the Marketplace Platform Era

Abstract

The development of the digital economy has driven significant changes in the pattern of trade activities, especially in the micro, small, and medium enterprises (MSMEs) sector. The presence of marketplace platforms as an online transaction space not only expands market access for business actors, but also forms new dynamics in business practices based on religious values, especially in the context of the halal economy. This research aims to analyze the acceleration of the digital halal ecosystem through the integration of sharia values in MSME business practices, the transformation of business actors' economic behavior in utilizing the marketplace, and the role of marketplace platforms in supporting the distribution of halal products. This research uses a qualitative approach with the type of phenomenological research. Data was collected through in-depth interviews, findings in the field, and documentation of the activities of MSMEs that market their products through marketplace platforms. The results of the study show that the integration of sharia values is reflected in the practice of honesty of product information, price transparency, and affirmation of the halal status of products as a strategy to build consumer trust. In addition, the use of marketplaces encourages the transformation of MSME economic behavior in the form of increasing responsiveness to consumers, managing store reputation through a review system, and using digital promotional features to expand market reach.