DIGITAL BUSINESS DEVELOPMENT STRATEGY OF SHARIA PAWNSHOP AND ITS IMPACT ON MSMES' FINANCIAL LITERACY IN GORONTALO
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Digital Services,
Sharia Financial Literacy,
Sharia Pawnshop,
MSMEs
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Abstract
Background. The development of digital-based business strategies in Sharia Pawnshops is increasingly important in supporting financial inclusion among MSMEs, particularly in the context of Sharia financial literacy and digital transformation.
Research Purpose. The study offers an analysis of the digital-based business development strategy of Sharia Pawnshops and its impact on the financial literacy of MSMEs in Gorontalo Province.
ResearchMethod. This research integrated quantitative and qualitative phases in a sequential explanatory design, with data collected through surveys of 60 MSMEs and in depth interviews with 7 representatives of Sharia Pawnshops. Quantitative data were analyzed using descriptive statistics, Mann–Whitney U, and Spearman correlation tests; qualitative data were analyzed thematically.
Findings. Evidence from the analysis shows that MSMEs generally possess a moderate level of Sharia financial literacy, yet their understanding of specific financial products remains limited. Differences between customers and non-customers appear in perceptions of digital services and literacy levels. Thematic analysis identifies four main challenges: low digital literacy, unstable infrastructure, traditional mindsets, and limited human resource capacity. Based on data triangulation, a three-phase development strategy is proposed, including the “Digital Champion” program, application simplification, digital MSME financing product development, and digital ecosystem integration.
Conclusion. The study contributes to the development of the Technology Acceptance Model by incorporating religiosity dimensions and enriches financial literacy theory through Sharia principles. Practically, it offers a digital transformation roadmap for Sharia Pawnshops tailored to local MSME characteristics, highlighting the importance of Sharia value-based digital strategies to enhance financial inclusion.
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