Dian Khairiah, Nur Ahmadi Bi Rahmani, Imsar

Digital Transformation of Halal Food MSMEs to Increase Competitiveness: A Qualitative Case Study of Makcik Cam Traditional Culinary in Medan

Introduction

Digital transformation of halal food msmes to increase competitiveness: a qualitative case study of makcik cam traditional culinary in medan. Digital transformation for Halal Food MSMEs: A case study of Makcik Cam in Medan. Discover strategies to boost competitiveness, overcome digital challenges, and leverage halal values for growth.

Abstract

Digital transformation has become a key element in increasing the competitiveness of micro, small, and medium enterprises (MSMEs), especially in the halal culinary sector, which faces challenges adapting to technology and digital market dynamics. This study aims to analyze the implementation of digital transformation in the Makcik Cam MSME, to understand its impact on increasing competitiveness and the strategies implemented in facing the challenges of digitalization. Using a qualitative approach with a strategic case study on the Digital Transformation of Halal Food, data was collected through observation, in-depth interviews, and documentation of the business. This study used inductive thematic analysis. The results show that the digitalization process is carried out gradually through the use of social media, online platforms, and social network-based promotions. However, limited digital literacy, technological infrastructure, and marketing data management are key challenges. This research demonstrates that halal values ​​are appropriate because they ensure that the entire production, distribution, and marketing processes of a product or service meet halal standards established by Islamic law and provide added value to consumers and businesses. This study provides theoretical contributions in developing the concept of locally-based digital transformation and halal values, and offers effectiveness for halal culinary MSMEs in Indonesia.

Review

This study provides a timely and relevant exploration into the digital transformation journey of Halal Food MSMEs, a critical sector facing unique challenges in adapting to modern market dynamics. Focusing on a specific traditional culinary business in Medan, the research effectively demonstrates that a phased approach to digitalization, encompassing social media and online platforms, is viable for enhancing competitiveness. Crucially, the paper highlights the synergistic relationship between digital strategies and the inherent value proposition of halal principles, positioning them not merely as compliance factors but as sources of added consumer and business value. The abstract indicates a significant contribution to understanding how digital transformation can be localized and integrated with specific cultural and religious values. The strengths of this research lie in its qualitative, in-depth case study approach, which is well-suited for unraveling the complexities of digital adoption within a single entity. The methodology, employing observation, interviews, and documentation followed by inductive thematic analysis, ensures a rich and contextual understanding of the phenomena. The identification of specific operational challenges—such as limited digital literacy, technological infrastructure, and marketing data management—offers actionable insights for other MSMEs grappling with similar issues. Furthermore, the theoretical contribution of developing a concept that integrates locally-based digital transformation with halal values is particularly noteworthy, providing a framework for future studies in this specialized domain. While offering valuable insights, the single case study nature inherently limits the generalizability of the findings to the broader MSME landscape in Indonesia. Future research could benefit from comparative case studies or quantitative approaches to validate the identified patterns and challenges across a larger sample. Additionally, although the study aimed to understand the "strategies implemented in facing the challenges," the abstract primarily details the challenges themselves rather than the specific actions taken by Makcik Cam to mitigate them. A more explicit discussion on how the business *overcame* digital literacy or infrastructure limitations would enhance the practical applicability of the findings. Clarifying the metrics or qualitative indicators used to assess the "effectiveness" and "increased competitiveness" would also strengthen the impact claims.

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