"The Influence of Digital Islamic Marketing Capability on Eco-Innovation and Competitive Advantage of Halal MSMEs in Semarang City: The Role of Halal Supply Chain Integration Mediation"

Abstract

This study aims to analyze the influence of Digital Islamic Marketing Capability on Eco-Innovation and Competitive Advantage in halal MSMEs in Semarang City with Halal Supply Chain Integration as a mediation variable. This study is built on the foundation of Resource-Based View and Dynamic Capability Theory, which places the organization's internal capabilities as a strategic resource to produce sustainable performance and competitive advantage. The research method used is quantitative with an explanatory research approach through a survey of 150 certified halal MSME actors in the Muslim food, beverage, and fashion sector in Semarang City. The data was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the direct and indirect relationships between variables. The results of the study show that Digital Islamic Marketing Capability has a positive effect on Halal Supply Chain Integration, Eco-Innovation, and Competitive Advantage. In addition, Halal Supply Chain Integration plays an important role in strengthening the influence of Digital Islamic Marketing Capability on Eco-Innovation and Competitive Advantage. This research makes a theoretical contribution to the development of digital marketing based on Islamic values as well as a practical contribution to strengthening halal MSMEs in supporting the green economy and sustainable competitiveness.

Keywords: Digital Islamic Marketing Capability; Halal Supply Chain Integration; Eco-Innovation; Competitive Advantage; Halal MSMEs.