Islamic Marketing, Customer Service, and Technological Innovation: Advancing Women’s Empowerment in Indonesian MSMEs

Abstract

This study investigates the influence of Islamic marketing and customer service on the economic empowerment of women entrepreneurs in Indonesian micro, small, and medium-sized enterprises (MSMEs), with technological innovation acting as a mediating variable. It examines how Islamic business ethics and service orientation, combined with digital innovation, promote women’s roles in household welfare, employment, and inclusive growth. A quantitative approach was conducted among 130 women-led MSMEs in Lampung Province, Indonesia. Partial least squares structural equation modeling (PLS-SEM) was employed to test seven hypotheses that link Islamic marketing, customer service, technological innovation, and women’s empowerment. Both measurement and structural models were assessed to ensure validity and reliability. The results indicate that Islamic marketing has no significant direct effect on women’s empowerment, while customer service demonstrates a strong positive influence. Technological innovation emerges as the most critical predictor, mediating the impact of both Islamic marketing and customer service. These findings suggest that Islamic business practices must be supported by digital adoption to drive empowerment. This study is among the first to empirically examine the mediating role of technological innovation in the relationship between Islamic marketing, customer service, and women’s empowerment in the context of MSMEs. It offers new insights into how combining Islamic values with digital transformation supports sustainable and inclusive economic development in Muslim-majority regions.