Model Integrated Maqāṣid Syarīʿah dan Industri Halal Food & Beveragedimediasi Digital Marketing Terhadap Pencapaian SDGs di DKI Jakarta: Pendekatan Soft Systems Methodology (SSM)

Abstract

This study aims to develop and test a model that integrates Maqāsid Shari‘ah, the performance of the Halal Food & Beverage (F&B) industry, and Digital Marketing in achieving the Sustainable Development Goals (SDGs) in Jakarta, while considering the mediating role of Digital Marketing in this relationship. The study uses a Mixed Methods approach that combines Soft Systems Methodology (SSM) and Structural Equation Modeling-Partial Least Squares (SEM-PLS). Primary data was collected through a survey of 287 Halal F&B MSME actors in Jakarta using purposive sampling, strengthened with content analysis from Instagram, TikTok, and YouTube. The results show that Maqāṣid Syarīʿah has a positive and significant effect on the performance of Halal F&B (β=0.612, p<0.001) and the adoption of Digital Marketing (β=0.543, p<0.001). Digital Marketing partially mediates the relationship between Maqāṣid Syarīʿah and SDGs achievement (indirect effect=0.329, 95% CI [0.241, 0.418]). The Hifz al-Nafs dimension is the strongest predictor for SDGs Goal 2 (Zero Hunger) and Goal 3 (Good Health). This study is the first to integrate the Maqāṣid Syarīʿah framework, Halal F&B, and Digital Marketing into a single model for testing SDGs based on SSM in the urban context of Indonesia. The findings provide a foundation for the Jakarta government to design a digital halal ecosystem policy oriented towards the SDGs, while also serving as a strategic guide for SMEs to optimize Digital Marketing based on sharia values.