Auditorium Prof. Dr. Suwito, MA SPs UIN Jakarta, SPs NEWS: The Graduate School of Syarif Hidayatullah State Islamic University Jakarta held the 1634th Doctoral Promotion Exam in the Auditorium Room of Prof. Dr. Suwito, MA SPs UIN Jakarta, on Wednesday, July 30, 2025 with promovendus Dede Iwan Kurnia.

Dede Iwan Kurnia is a student of the doctoral study program in Islamic Studies with a concentration in Islamic Economics. Dede wrote a dissertation entitled "Integration of Marketing Mix and Digital Disruption: A Study of Micro, Small, and Medium Enterprises (MSMEs) of Halal Food in Jakarta"

This study examines how halal food MSME stakeholders in Jakarta design business strategies. Its main focus is the integration between conventional marketing mix, falah values, adaptivity, and creativity, taking into account sequential decisions of engineering economics as mediating variables. The goal is clear: to increase MSME halal income amid the challenges of digital disruption.

The conceptual framework of this dissertation is designed with a comprehensive multidisciplinary approach. Dede successfully combines conventional and Islamic marketing theories, Islamic spiritual values such as maslahah, sidq, and halalan tayyiban, as well as the principles of economic efficiency of techniques adapted to the sharia framework. This shows the wealth of perspectives brought to her research.

The methodology used is a strong mixed method. Qualitative analysis was conducted through in-depth interviews to explore strategic phenomena, while a quantitative approach was applied using the Structural Equation Modeling-partial Least Squares (SEM-PLS) technique to test hypotheses and relationships between variables. This approach ensures the depth and strength of the research's findings.

The main findings show that the four independent variables – marketing mix, value falah, adaptivity, and creativity – have a significant influence, both directly and indirectly, on the increase in MSME income. The role of mediating sequential engineering economic decisions has also proven to be very important. In addition, the attitude of the entrepreneur has been proven to play a crucial role in integrating the spiritual dimension, marketing strategy, and technical efficiency into the business decision-making process.

The scientific contribution of this research cannot be underestimated. Dede Iwan Kurnia succeeded in formulating an innovative conceptual model "Digital Halal Marketing 4P+4P Falah (Basic Concept), 7P+4P (Concept of Implementation of Halal Food MSMEs)". This model theoretically expands the realm of halal marketing through the integrative dimension of falah values and shari'ah-oriented decision-making principles. This study also recommends a sharia-based efficiency strategy framework (sharia-oriented constrategy) to support the sustainability of MSME halal income.

Thus, this dissertation strengthens the position of entrepreneurs as agents of vital change in the digital halal ecosystem that is adaptive to technological disruptions, pandemics, and the transition of the millennial generation. This study not only provides practical guidance for halal food MSMEs, but also opens up a wide range of further exploration space for the development of the Islamic digital economy in other sectors such as fashion, agribusiness, exports, and Islamic finance.

Dede Iwan Kurnia successfully defended his dissertation under the guidance of Prof. Dr. Ahmad Rodoni, MM, Prof. Dr. M. Arief Mufraini, Lc., M.Si and Dr. Ir. Roikhan Mochamad Aziz, MM, and was tested in front of a board of examiners consisting of Prof. Dr. Zulkifli, MA, Prof. Dr. Ahmad Rodoni, MM, Prof. Dr. M. Arief Mufraini, Lc., M.Si, Dr. Ir. Roikhan Mochamad Aziz,  MM, Prof. Dr. U. Maman, M.Si, Prof. Nur Hidayah, S.Ag, SE, MA, MA, Ph.D and Prof. Dr. Muhammad Maksum, MA.

After paying attention to the dissertation writing, the comments of the examiner team and the answers of the promovendus, the examiner team determined that Dede Iwan Kurnia graduated with the title of Very Satisfactory. Dede Iwan Kurnia is the 1634th Doctor in the field of Islamic Studies, in the doctoral program of the Graduate School of UIN Syarif Hidayatullah Jakarta. (JA)