THE ROLE OF THE MSME EXPO AS AN EDUCATIONAL AND MARKETING MEDIA IN INCREASING COMPETITIVENESS OF COFFEE MSMEs BASED ON SHARIA ECONOMY

Efektivitas UMKM Expo sebagai Media Edukasi dan Pemasaran Kopi

Authors

  • Innayatul Laili Listiyana Universitas Nurul Jadid
  • Saifuddin Saifuddin Universitas Nurul Jadid

DOI:

https://doi.org/10.30651/justeko.v10i1.31321

Keywords:

MSME Expo, education, marketing, competitiveness, sharia economy

Abstract

This research is motivated by the importance of strengthening the competitiveness of coffee MSMEs through the integration of education and marketing functions in expo activities, which have been studied separately. The purpose of this study is to analyze the role of the MSME Expo as an educational and marketing medium in increasing the competitiveness of coffee MSMEs based on the sharia economy in Sumberwringin District, Bondowoso Regency. The research employs a phenomenological qualitative approach, involving 12 informants through purposive sampling techniques. Data was collected through in-depth interviews, findings in the field, and documentation, then analyzed through reduction, presentation, and conclusion drawing by triangulating sources. The results of the study show that expos play a significant role in increasing the technical knowledge, skills, and confidence of MSME actors through experiential learning. In addition, the expo also increases the number of customers, sales turnover, and expands the business network. The implication of this study confirms that the expo not only functions as a means of promotion, but also as a space for learning and business transformation that is sustainable and in line with Sharia economic principles, such as benefit and justice.

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Published

2026-06-20

How to Cite

Listiyana, I. L., & Saifuddin, S. (2026). THE ROLE OF THE MSME EXPO AS AN EDUCATIONAL AND MARKETING MEDIA IN INCREASING COMPETITIVENESS OF COFFEE MSMEs BASED ON SHARIA ECONOMY: Efektivitas UMKM Expo sebagai Media Edukasi dan Pemasaran Kopi. Journal Justisia Ekonomika: Master of Sharia Economic Law, 10(1), 1666–1684. https://doi.org/10.30651/justeko.v10i1.31321

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