THE ROLE OF CUSTOMER DATA GOVERNANCE IN INCREASING THE COMPETITIVENESS OF MUSLIM MSMES IN THE GLOBAL E-COMMERCE MARKET

Abstrak

This International Community Services (ICS) research aims to examine the role of customer data governance in increasing the competitiveness of Muslim Micro, Small, and Medium Enterprises (MSMEs) in the global e-commerce market. The activity was held on Sunday, 17 May 2026 at Kampung FELDA Hutan Percha, Selangor, Malaysia, through the collaboration of three higher education institutions: State Islamic University (UIN) Alauddin Makassar, University of Malaya Wales, and University of Kuala Lumpur (UniKL). The qualitative approach was used by participatory observation methods, in-depth interviews, and directed group discussions (FGD) with 32 Muslim MSME actors engaged in the halal culinary, handicrafts, and Islamic fashion sectors. The results show that good customer data governance including structured data collection, consumer behavior analytics, and privacy regulatory compliance significantly contributes to increased consumer trust, digital marketing efficiency, and cross-border market expansion. The main obstacles found include the limitations of digital literacy, the absence of an integrated CRM system, and the gap in understanding data protection regulations at the MSME level. This article recommends a data governance model based on Islamic values (trust, transparency, and fairness) as a strategic framework for Muslim MSMEs in the face of global e-commerce competition.

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