Abstract :

This study aims to analyze digital marketing communication strategies and the implementation of sharia capital values in agribusiness MSMEs through a case study of Kebun Binar Bumi. Amid rapid digitalization and the expansion of Islamic financial inclusion, agribusiness MSMEs face a dilemma between utilizing digital market opportunities and maintaining conventional distribution systems through middlemen. This study adopts Karl E. Weick’s sensemaking perspective to understand how MSME actors interpret digital transformation, market uncertainty, and post-pandemic financial risks. Furthermore, this study incorporates the Stimulus-Organism-Response (S-O-R) framework to evaluate how massive digital marketing efforts trigger consumers’ internal trust and drive behavioral responses, such as repeat orders. Using an interpretive qualitative case study approach, data were collected through in-depth interviews, participant observation, social media observation, and documentation studies. The findings reveal that: (1) Kebun Binar Bumi successfully implemented inbound digital marketing through Instagram and WhatsApp by emphasizing educational communication, storytelling, transparency, and trust-building; (2) the enterprise adopted a bootstrapping strategy as a form of sharia-oriented financial prudence due to limited literacy regarding Islamic financing contracts and concerns over unstable market conditions ; and (3) post-COVID-19 collective economic trauma strongly influenced financial behavior, causing the business to become more risk-averse toward external financing. This study identifies a significant gap between the availability of Islamic financial products and the psychological readiness of MSME actors. The study recommends that Islamic financial institutions move beyond financing-oriented approaches and develop business incubation, mentoring, and market stabilization models for MSMEs.

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Keywords :

Agribusiness MSMEs, Behavioral finance, Digital Marketing Communication, Sensemaking, Sharia Capital., Stimulus-Organism-Response

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