Optimization Artificial Intelligence (AI) Based Halal MSME Digital Products : A Perspective Maqashid Sharia

Imam Al Fazari; Masnun Tahir; Rohmi  Nuriyanti; Lalu Husnul Khotimi

doi:10.63922/ijevss.v5i04.6666

Imam Al Fazari State Islamic University of Mataram , Indonesia
Masnun Tahir State Islamic University of Mataram , Indonesia
Rohmi Nuriyanti State Islamic University of Mataram , Indonesia
Lalu Husnul Khotimi State Islamic University of Mataram , Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i04.6666

Keywords: Digital Product Optimization, Halal MSMEs, Artificial Intelligence, Maqashid Syariah, MSME Digitalization

Abstract

This study aims to analyze the optimization of halal MSME digital products based on Artificial Intelligence (AI) from a Maqashid Syariah perspective. Using a qualitative case study approach, data were collected through in-depth interviews, observations, and documentation studies with 11 halal food and beverage MSME actors in Mataram City , NTB. Thematic analysis was applied to identify patterns of meaning. The results show that MSMEs have utilized AI in the form of automatic product recommendation features and chatbots on e-commerce/WhatsApp Business platforms, as well as AI tools for graphic design and promotional texts, which significantly improved marketing content quality and audience targeting efficiency. This optimization contributed to increased operational efficiency and expanded market reach. From the Maqashid Syariah perspective, AI implementation aligns with ( hifz al-din) through emphasis on halal certification (100% MSMEs certified or in process), ( hifz al- nafs ) through improved product quality assurance (average 8.6 years in operation), and ( hifz al-mal) with increased income and economic welfare. Furthermore, ( hifz al- aql ) and ( hifz al- nasl ) are indirectly supported through increased digital literacy and creation of economic opportunities. This study extends the understanding of integrating AI technology with Islamic ethical principles within the context of halal digital MSME business. The implications highlight AI's significant potential in supporting the sustainability and growth of halal MSMEs while upholding sharia values, providing practical guidance for policymakers and business actors.

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