Halal Fashion E-Commerce: Driving Social Inclusion in East Aceh

Abstract

This study investigates the effectiveness of e-commerce in boosting halal fashion sales in Peureulak, East Aceh, Indonesia, exploring its potential to enhance economic opportunities in the region. Employing a qualitative field research approach, data was gathered through interviews with owners, employees, and buyers of halal fashion businesses in Peureulak. The research examines online strategies and their impact on sales, and reveals that e-commerce significantly increased halal fashion sales in Peureulak by expanding market reach beyond local boundaries and facilitating effective and clear product promotion. Key success factors include ease of online access, high-quality product presentation, competitive pricing, trustworthy customer service, diverse payment options, and positive customer reviews. While local sales remain primarily conventional, e-commerce by Peureulak halal fashion businesses successfully attracts external customers, substantially supporting business growth. The study suggests that optimizing digital platforms such as TikTok, Shopee, and Instagram, alongside prioritizing rapid customer service, attractive promotions, and reliable product quality, are crucial strategies for enhancing e-commerce effectiveness in the halal fashion sector. These findings highlight the potential of e-commerce to drive economic growth and broader social inclusion within similar contexts by leveraging local strengths and expanding market access.