Innovation Using Islamic Values as Sustainable Competitive Advantage: Case study on Muslim Clothing MSMEs

This study explored how innovation using the approach of Islamic values was implemented among Muslim clothing MSMEs to gain a sustainable competitive advantage. The employs qualitative case study. Data were obtained through observation, interviews and focus group discussions (FGD). from in 4 cities Indonesia, namely: Jakarta, Bandung, Depok Tasikmalaya. found that all involved implement fundamental principles business. application these continues Covid-19 pandemic. effort is considered as part innovations made boost competitiveness business market. Thus, provide foundation guidance for MSME owners creating limited Clothes owners. It did not cover fulfillment criteria on supplier retailer raw materials clothing. Hence, it suggested based supplier, retailer, producer, distribution channels can be carried out further future research plan.