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This study aims to explore the integration of digital marketing strategies and sharia financing values in agribusiness MSMEs.

May 20, 2026Open Access

Digital Marketing Communication Strategies and The Implementation of Sharia Financing Values in Agribusiness Msmes: Case Study of Kebun Binar Bumi

Key Points

This study aims to explore the integration of digital marketing strategies and sharia financing values in agribusiness MSMEs.
Conducted in-depth interviews and participant observation with MSME actors involved in agribusiness.
Utilized the S-O-R framework to assess consumer responses triggered by digital marketing efforts.
Applied qualitative case study methodology focused on Kebun Binar Bumi.
Kebun Binar Bumi successfully employed inbound digital marketing on platforms like Instagram and WhatsApp, focusing on trust and educational communication.
The business adopted a bootstrapping strategy due to limited understanding of sharia financing and risk aversion from market instability.
Post-pandemic factors led to increased risk-averse financial behavior among MSME actors.

Abstract

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.

Digital Marketing Communication Strategies and The Implementation of Sharia Financing Values in Agribusiness Msmes: Case Study of Kebun Binar Bumi

Key Points

Abstract

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