KEBERKESANAN PEMASARAN DIGITAL DALAM MENINGKATKAN DAYA SAING USAHAWAN ASNAF: KAJIAN EMPIRIK DI NEGERI PERLIS: THE EFFECTIVENESS OF DIGITAL MARKETING IN ENHANCING THE COMPETITIVENESS OF ASNAF ENTREPRENEURS: AN EMPIRICAL STUDY IN PERLIS - Asni, Fathullah; Mustafa, Wan Azani; Ahmad, Khalilullah Amin; Subri, Nor Izham (ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME'S (AIJBES), 2025)
Perkembangan teknologi digital telah membuka peluang baharu kepada usahawan, termasuk golongan asnaf untuk memperluaskan pemasaran produk mereka. Walau bagaimanapun, tahap kesedaran dan keupayaan usahawan asnaf dalam memanfaatkan pemasaran digital masih rendah. Oleh itu, kajian ini bertujuan meneroka pengalaman usahawan asnaf di negeri Perlis dalam menggunakan platform digital e-marketing serta mengenal pasti faktor kejayaan dan cabaran yang dihadapi. Kajian ini menggunakan pendekatan kualitatif melalui temu bual tidak berstruktur dengan lapan usahawan asnaf yang dikenal pasti aktif menggunakan platform digital. Hasil kajian menunjukkan bahawa penggunaan platform seperti Instagram, YouTube, TikTok, Facebook, Twitter, dan WhatsApp dapat meningkatkan hasil jualan melalui kekerapan pengiklanan dan interaksi aktif dengan pelanggan. Selain itu, latihan dan bimbingan yang diterima secara formal atau tidak formal turut membantu dalam meningkatkan keberkesanan pemasaran digital. Namun, cabaran utama yang dikenal pasti termasuk kos pengiklanan yang tinggi dan kesukaran dalam menghasilkan kandungan kreatif yang berkesan. Oleh itu, kajian ini mencadangkan agar institusi zakat dan agensi berkaitan menyediakan sokongan yang lebih komprehensif dalam aspek latihan dan bantuan kewangan bagi membantu usahawan asnaf mengoptimumkan strategi pemasaran digital mereka. The advancement of digital technology has created new opportunities for entrepreneurs, including the asnaf group, to expand their product marketing reach. However, the level of awareness and capability among asnaf entrepreneurs in leveraging digital marketing remains relatively low. Therefore, this study aims to explore the experiences of asnaf entrepreneurs in the state of Perlis in utilising digital e-marketing platforms, as well as to identify the key success factors and challenges they face. This research adopts a qualitative approach using unstructured interviews with eight asnaf entrepreneurs who were identified as actively using digital platforms. The findings reveal that platforms such as Instagram, YouTube, TikTok, Facebook, Twitter, and WhatsApp have helped increase sales through frequent advertising and active customer engagement. Additionally, both formal and informal training and mentoring have contributed to enhancing the effectiveness of digital marketing efforts. However, the main challenges identified include high advertising costs and difficulties in producing effective creative content. Thus, this study recommends that zakat institutions and relevant agencies provide more comprehensive support in the form of training and financial assistance to help asnaf entrepreneurs optimise their digital marketing strategies.