Pendampingan Kewirausahaan Syariah dan Pemanfaatan Word of Mouth Digital dalam Meningkatkan Kapasitas Usaha pada UMKM di Wonosalam Jombang

Abstract

The SME mentoring programme in Wonosalam, Jombang, is a strategic initiative to strengthen the resilience of local businesses in the face of sudden changes in the digital age. This initiative combines the principles of Islamic business ethics with modern marketing approaches. This study aims to assess the effectiveness of the intervention in enhancing operational capacity and expanding market reach for the partners, through five planned steps, ranging from problem identification to impact evaluation. The methodology employed is a descriptive quantitative approach using the Normalised Gain (N-Gain) framework to measure capacity growth among 10 key respondents operating in the coffee, plantation, and food processing sectors. The evaluation results showed an aggregate N-Gain figure of 0.06, which is considered low. However, qualitatively, a Response Shift Bias phenomenon has been identified. The decline in scores among some respondents actually reflects the success of the literacy programme; participants have become more aware of the limitations of their knowledge and have begun to provide more honest and realistic self-assessments. The programme has successfully highlighted the values of Amanah and Siddiq as its Unique Selling Proposition (USP) by establishing a Digital Trust Badge through the optimisation of social media and the quality of visual content. Nevertheless, systemic challenges such as administrative irregularities and the risk of digital Gharar remain to be addressed. Education regarding the Khiyar contract and the standardisation of Islamic financial management are required as mitigation measures. In conclusion, the collaboration between Islamic entrepreneurial values and digital marketing strategies can serve as a catalyst for Wonosalam’s SMEs to grow into a self-reliant and competitive economic force.