The Role of Creative Hubs in Enhancing Marketing and Creativity Among Coffee SMEs in Banyuwangi Regency Based on Islamic Business Principles
DOI:
https://doi.org/10.59966/206yd049Keywords:
Rumah Kreatif, Pemasaran, Kreatifitas, UMKMAbstract
Purpose - This study is motivated by the important role of Micro, Small, and Medium Enterprises (MSMEs) as a key pillar of the people’s economy, which contributes significantly to income equality and national economic growth. In Banyuwangi Regency, the coffee MSME sector holds great potential as the region is one of the leading coffee-producing areas in East Java. However, coffee MSME operators still face various challenges, such as limited capital, low product innovation, and suboptimal digital marketing capabilities. To address these challenges, Rumah Kreatif Banyuwangi serves as a capacity-building institution focused on enhancing MSME capabilities, particularly in digital marketing, packaging design, and product branding. The objective of this study is to identify and analyze Rumah Kreatif Banyuwangi’s strategies for developing the marketing and creativity of coffee MSMEs while remaining grounded in Islamic business values and ethics.
Design/Methodology/Approach - The research method used was qualitative, involving observation, interviews, and documentation. The results were analyzed descriptively..
Findings - The research findings indicate that the Banyuwangi Creative House Strategy for enhancing the marketing and creativity of coffee-based MSMEs is grounded in Islamic business principles, emphasizing honesty (ṣidq), trustworthiness (amānah), justice (al-‘adl), professionalism (ihsan), public benefit (maslahah), and cooperation (ta’āwun). The implemented strategies include strengthening branding and product identity through creative packaging design and informative storytelling, ethical and transparent digital promotion, participation in events and exhibitions, facilitating partnerships and distribution networks, as well as providing guidance on legal compliance and fair pricing strategies. On the other hand, Rumah Kreatif also boosts the creativity of MSMEs through product innovation training, design workshops, digital marketing guidance, and the development of signature Banyuwangi coffee blends. The implementation of these strategies not only enhances the visibility, competitiveness, and revenue of MSMEs but also builds consumer trust through business practices that are halal-thayyib, ethical, and sustainable.
Originality/Value -Rumah Kreatif serves as a driving force in fostering creative, competitive coffee-based SMEs grounded in Sharia values, ensuring that these businesses are not only economically profitable but also bring blessings and social benefits to the community.
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