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Dewi Yasmine Ammaratih; Anggraeny Puspaningtyas; Eddy Wahyudi

Jurnal Hukum, Administrasi Publik dan Negara 2025 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The main problem in empowering fish farming communities in Dawuhan Village, Poncokusumo District, Malang Regency is how to empower communities through the Peti Koin Bermantra Program in Dawuhan Village, Malang Regency, such as low managerial capacity, weather constraints, high feed prices, and limited market access, which have an impact on the suboptimal economic improvement of the community. This study aims to analyze the implementation of the Peti Koin Bermantra Program in empowering fish farming communities to improve their economic welfare. The study uses a qualitative method with a descriptive approach, as well as the community empowerment theory of Hashemi, Schuler, and Riley (1996). The results show that the Peti Koin Bermantra Program contributes positively to improving community welfare through eight empowerment indicators, such as increased mobility, small-scale purchasing power, ability to make larger purchases, involvement in major decisions, freedom, political and legal awareness, participation in public protests and political campaigns, economic security, and contribution to family support. The success of the program was supported by collaboration between facilitators, the East Java Provincial Marine and Fisheries Service, and the Malang Regency Fisheries Service, although there were still obstacles in terms of capital, group management, and product innovation. To support the sustainability of the program,

Farij Ibadil Maula; Brillian Rosy; Novi Trisnawati; Fitriana Rahmawati; Prisilia Joyceline Atmojo

Jurnal Pengabdian Kepada Masyarakat 2025 Pusat Riset dan Inovasi Nasional

In the era of digital transformation, modern, systematic, and integrated archive management has become a crucial element in creating effective, efficient, and accountable education governance. Office Management and Business Services (MPLB) teachers in East Java still face obstacles in implementing technology-based archive management due to limited digital literacy, lack of supporting facilities, and minimal ongoing training relevant to 21st-century needs. This Community Service (PKM) activity aims to improve the professional competence of MPLB teachers in modern archive management through interactive workshop-based training, intensive mentoring, and direct simulation of the use of digital archiving applications. The implementation methods included participant needs analysis, problem-solving-based module development, digital archive management practice using a cloud system, and pre-test and post-test-based evaluation to measure competency improvement. The results of the activity showed an average increase in participant understanding of 42%, a 58% increase in operational skills in using archiving applications, and a 35% increase in archive management time efficiency. In addition, teachers are able to implement an electronic file classification system in schools and build a database of digitized documents. These activities strengthen transparent and sustainable educational administration, as well as supporting the realization of inclusive and globally competitive education in line with the Asta Cita vision towards Indonesia Emas 2030.

Erlin Febrilianti; Liling Listyawati; Andry Herawati; Fedianty Augustinah

International Journal of Management and Strategic Business Leadership 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The rapid growth of Indonesia's tourism sector, especially in East Java, has increasingly created fierce competition between local culinary brands. Steamed coating product Surabaya, as one of the leading souvenirs, appears on a solid brand awerness representation with an authentic customer experience. This study empirically examines the influence of Brand Awareness and Customer Review on the Purchase Decision of Steamed Layer Products of Surabaya Heroes. A causal quantitative approach was applied by purposive sampling on 96 offline and online buyer respondents. Primary data was obtained through questionnaires, analyzed using multiple linear regression supported by validity, reliability, classical assumptions, and hypothesis tests. The results showed that there was a simultaneous positive influence of the two variables on the purchase decision (F = 92.484; Sig. = 0.000). Partially, Brand Awareness (t = 6.457; β = 0.485) was more dominant than Customer Reviews (t = 5.685; β = 0.427). Adjusted R² = 0.658 explains 65.8% of the variation in purchasing decisions, with the rest by other factors. These findings underscore the urgency of brand equity and digital management reviews to build consumer trust as well as competitive advantage.

Nurul Fazirah; Niadatus Soliha; Lailatul Qomariyah; Ersya Faraby

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to understand the meaning of halal lifestyle for Generation Z Muslim consumers in East Java through a phenomenological approach. In recent years, the concept of halal lifestyle is no longer limited to food and beverage consumption, but has expanded to include fashion, skincare, digital services, and even social media interactions. Generation Z, as digital natives, interprets halal not only as a religious rule, but also as an identity, a social trend, and a form of self-actualization. This study integrates the results of previous empirical studies that show that halal awareness, religious education, marketing strategies, and the influence of public figures play a significant role in shaping halal behavior among the younger generation. The results of the literature review indicate that Generation Z in East Java experiences complex dynamics in adopting a halal lifestyle, ranging from identity dilemmas, ethical challenges, to the influence of local culture. This phenomenological study confirms that halal lifestyle is a multidimensional phenomenon influenced by spiritual values, consumption rationality, and digital interactions. These findings are expected to provide a conceptual contribution to the study of Muslim consumer behavior and form the basis for developing a halal industry that is more adaptive to the characteristics of the younger generation..

Vicky Rahmawan Putra; Fedianty Augustinah; Eny Haryati

International Journal of Social Sciences and Communication 2025 International Forum of Researchers and Lecturers

This research seeks to examine adaptive and sustainable internal governance approaches to enhance the operations of the Household Division within the General Bureau at the East Java Province Regional Secretariat. The study concentrates on four main elements: the integration and compatibility of SIM-BMD with financial systems and LPSE, technology-driven centralized logistics frameworks, the execution of asset lifecycle SOPs involving preventive maintenance and quick transfer methods, and the enhancement of human resource capabilities through targeted training and the creation of digital leaders. Employing a qualitative descriptive approach within a case study framework, information was gathered via detailed interviews, participatory observation, and analysis of institutional documents. The results indicate that integrating systems improves transparency, efficiency in reporting, and accountability in asset management. The centralized logistics approach paired with intelligent warehouse techniques greatly enhances distribution efficiency and decreases operational expenses. Additionally, proactive asset lifecycle management reduces the chances of asset deterioration and prolongs its useful life. Nonetheless, inconsistent digital skills among staff continue to pose a significant obstacle, necessitating ongoing training initiatives and guidance. The research suggests promoting a data-centric work environment, inclusive digital advancements, and collaboration among departments to establish a professional, effective, and sustainable internal governance framework consistent with the tenets of good governance and smart government

Yulia Nor Frassiska; Mochamad Taufiq; Purwaningrum Puji Lestari

Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the influence of fertilizer prices and selling prices on the sustainability of apple farming, with apple quality serving as a mediating variable. The research was conducted in Andonosari Village, Tutur District, Pasuruan Regency, which is one of the main apple-producing areas in East Java. A quantitative approach with path analysis techniques was employed to determine both direct and indirect relationships among the variables. Data were collected from 96 apple farmers using structured questionnaires. The findings indicate that fertilizer prices do not have a direct effect on the sustainability of apple farming. However, fertilizer prices significantly affect apple quality, which in turn indirectly influences the sustainability of farming activities. Meanwhile, selling prices have a significant direct impact on both apple quality and the sustainability of apple farming. These results demonstrate that apple quality acts as an important mediating factor between fertilizer prices and selling prices in maintaining sustainable farming practices. Therefore, improving apple quality is a key strategy to strengthen the sustainability of apple farming, especially in facing the challenges of fluctuating fertilizer and market prices. This study provides useful insights for policymakers and farmers in developing strategies to enhance productivity and sustainability in apple agribusiness.

Luthfiyah Luthfiyah; Dewi Riza Lisvi Vahlevi

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Poverty is one of the most difficult economic problems to solve. This problem occurs in all countries. Among the causes of poverty are poor human resources, a low quality of life, a rising unemployment rate, and a decrease in job availability each year, as well as wages that do not match living costs. This is not only due to low human resources; the government also plays a crucial role in this issue. The poverty rate is unavoidable, so an appropriate solution is needed to address this issue. One step to reducing poverty is to analyze which economic instruments can be optimized, especially in the Sidoarjo region. The poverty rate in Sidoarjo is quite high. The open unemployment rate in Sidoarjo ranks third in East Java province. Therefore, the author was interested in conducting this research. This study aims to determine the effect of the distribution of zakat, infaq, and alms (ZIS) funds, GRDP, and open unemployment on the poverty rate in Sidoarjo in 2013-2023. This study uses a quantitative method with multiple linear regression analysis. The data processing tool used is SPSS. The results of the T test indicate that the distribution of ZIS funds has a significant effect on the poverty rate, while GRDP and open unemployment do not have a significant effect on the poverty rate partially. The F test shows that the distribution of ZIS funds, inflation, and GDP have a significant effect on the poverty rate simultaneously in the period 2013-2023. The limitation of this study is the use of variables that affect the poverty rate, so that future researchers can add or change these variables with other variables related to poverty.

Dwi Ayu Saraswati; Sulastri Irbayuni

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the influence of interpersonal skills (soft skills) and practical skills (hands-on skills) on the work readiness of students at the Faculty of Economics and Business, Universitas Pembangunan Nasional “Veteran” East Java in the 2021 academic year. The approach used was quantitative with a survey method through the distribution of questionnaires to 79 respondents. The collected data were analyzed using the Partial Least Squares (PLS) technique. The results of the study indicate that both interpersonal skills and practical skills play an important role in improving students' work ability or work readiness. This finding confirms that mastery of two types of skills, namely technical skills (technical skills) and non-technical skills (non-technical skills), is essential for students to be able to adapt and compete in the world of work. Thus, educational institutions are expected to balance the development of academic aspects and practical skills to prepare graduates who are ready to face professional challenges.

Bambang Sigit Widodo; Silkania Swarizona; Iman Pasu Marganda Hadiarto Purba; Jauhar Wahyuni; Dina Rahmawati

Indonesia Bergerak : Jurnal Hasil Kegiatan Pengabdian Masyarakat 2025 Asosiasi Riset Ilmu Teknik Indonesia

This Community Service Program (PKM) was designed to strengthen national character and identity through the application of Asta Cita values among the residents of Rejuno Village, Karangjati District, Ngawi Regency, East Java. Conducted over two days, the program involved active participation from youth groups, community leaders, and village officials. The activities consisted of the introduction of national and civic values, interactive discussions with local figures, and group reflections aimed at formulating social commitments rooted in the Asta Cita principles. The findings show a notable increase in participants’ understanding and appreciation of the eight core values: patriotism, mutual cooperation, honesty, responsibility, hard work, discipline, tolerance, and social justice. Moreover, local wisdom and traditions—such as martial arts practices and community deliberations—were revitalized as effective tools for embedding these values within daily life. This program highlights that national character building does not solely rely on formal education or governmental initiatives but can also grow organically from community-based cultural practices. By integrating local heritage with national ideals, the PKM successfully promoted a sense of unity, civic awareness, and moral responsibility among the people of Rejuno Village, illustrating how local culture can serve as a strong foundation for fostering national identity and integrity.

Vicky Rahmawan Putra; Fedianty Augustinah; Eny Haryati

International Journal of Education and Social Sciences 2025 International Forum of Researchers and Lecturers

This research seeks to evaluate how asset and logistics management innovation enhances operational efficiency in the Household Division of the East Java Provincial Secretariat. The study focuses on the bureaucratic reform initiative aimed at attaining transparent, accountable, and effective asset management via digital transformation. The emphasis lies on how digital inventory systems, purchasing methods, and asset allocation aid in minimizing budget waste and improving efficiency. This research utilized a qualitative descriptive strategy through a case study technique. Data were gathered via extensive interviews, direct observation, and analysis of internal documents, subsequently undergoing data reduction and triangulation to confirm validity. The results indicate that the adoption of the e-inventory system has enhanced administrative efficiency by as much as 30%, but issues persist with data integration and employee digital skills. Additionally, the lack of a real-time public monitoring system restricts transparency in logistics management. The research advises enhancing employee training, creating cohesive SOPs, and adopting technology-driven assessment systems. These actions are anticipated to promote effective, efficient, and sustainable asset management in the East Java Provincial Secretariat.

Nita Febrianti; Fedianty Augustinah; Sedarmayanti Sedarmayanti

International Journal of Education and Social Sciences 2025 International Forum of Researchers and Lecturers

This research seeks to examine the innovative governance of police logistics to enhance the operational service efficiency at the Logistics Bureau of East Java Regional Police. The research context arises from the need to reform police logistics management to meet technological innovations and demands for public accountability. This research utilized a qualitative method featuring a case study approach, incorporating extensive interviews with logistics officers, operational personnel, and third-party providers, along with firsthand observations of digital logistics management systems. The results indicate that the adoption of the Integrated Logistic Management System (ILMS) and barcode tracking has improved transparency, distribution speed, and efficiency in operational budgets. Nonetheless, difficulties persist in human resource capability and interdepartmental collaboration. The dialogue suggests that these advancements correspond with adaptive governance theory, stressing bureaucratic adaptability in response to organizational shifts, and public service motivation, which underscores the importance of motivation and professionalism in enhancing the quality of public services. The research finds that digital innovation and performance-oriented assessment enhance the efficiency of police operational services. It suggests enhancing human resource capabilities, performance assessment systems, and collaboration among units to attain transparent, effective, and sustainable logistics management.

Imelda Habeahan; Selamet Rahmadi; Rahma Nurjanah

Jurnal Ekonomi dan Keuangan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to: (1) identify and analyze the development of Third Party Funds (DPK), inflation, savings interest rates, Gross Regional Domestic Product (GRDP) at constant prices, and regional expenditure across Indonesian provinces during 2019–2023; and (2) examine the influence of inflation, savings interest rates, GRDP at constant prices, and regional expenditure on Third Party Funds in the same period. The research employs panel data regression analysis using EViews 12 for data processin.The results show that (1) the highest average growth of Third Party Funds (DPK) was recorded in South Kalimantan (11.89%), while the lowest was in Banten (-10.87%). The highest average inflation occurred in East Java (3.7%) and the lowest in Papua (2.1%). The savings interest rate peaked in 2019 at 1.17% and declined to its lowest level in 2022 at 0.37%. The highest GRDP growth was found in North Maluku (16.41%) and the lowest in West Papua (1.16%). Similarly, North Maluku also recorded the highest regional expenditure growth (14.08%), while West Papua experienced the lowest (-17.24%), reflecting economic disparities across regions in Indonesia. (2) The regression analysis reveals that GRDP at constant prices and regional expenditure have a significant and positive effect on Third Party Funds, while the savings interest rate has a significant and negative effect. In contrast, inflation shows no significant effect on Third Party Funds.

Agus Supriono; Rofiu Sisil Annisa; Tiffany Rahma Abdillah; Rizky Yanuarti; Julian Adam Ridjal +1 more

Jurnal Riset Rumpun Ilmu Tanaman 2025 Pusat riset dan Inovasi Nasional

In line with this national rice productivity improvement strategy, the Situbondo Regency Government in East Java Province is actively participating in initiating the development of new superior rice varieties. In early 2023, Situbondo Regency released a new superior rice variety, the Bk Situbondo 01 Agritan Variety. This new rice variety was developed for the IP 400 program. In 2024, the cultivation of this superior rice variety, Bk Situbondo 01 Agritan, began in several villages, one of which was in Battal Village, Panji District, primarily by the Joyo Mulyo 3 Farmers Group. In this regard, it is deemed necessary to conduct research to determine the income and financial efficiency of the superior rice variety Bk Situbondo 01 Agritan. The results of the study indicate that financially the income is recorded as profitable and the farming is efficient. Financially, if it is calculated that there is a decrease in the amount of production and a decrease in production prices of up to 15%, as well as an increase in variable costs of up to 15%, assuming that other factors are considered constant, the new superior rice variety farming business Bk Situbondo 01 Agritan, recorded that the income is still profitable and the farming business is still efficient. It can also be seen that the factors: (a) decrease in the amount (quantity) of production, and (b) decrease in production prices, are relatively more sensitive in responding to the decrease in the level of income and efficiency of the farming business, when compared to the factor: (c) increase in variable costs of the farming business.

Moh Hasbi Ash Shidiqi; Eka Nurmala Sari; Mokhtar Effendi

Jurnal Riset Rumpun Ilmu Tanaman 2025 Pusat riset dan Inovasi Nasional

This study aims to determine the effect of shoot pruning and the application of MKP (Monopotassium Phosphate) foliar fertilizer on melon seed production (Cucumis melo L.) in a hydroponic system. The study was conducted in Jember, East Java, using a randomized block factorial design (RAK) involving two treatment factors: shoot pruning (C1: no pruning, C2: pruning at the 20th node, C3: pruning at the 25th node) and MKP foliar fertilizer application (M1: 3 g/liter, M2: 5 g/liter), with four replicates. The parameters observed included fruit weight, number of viable seeds per fruit, fruit diameter, and weight of 1000 seeds. The results showed that pruning at the 20th node and applying a concentration of 5 g/liter of MKP (C2M2) yielded the highest results in terms of fruit weight (583,585 grams), fruit diameter (10,527 cm), and weight of 1000 seeds (18,057 grams). Meanwhile, pruning at the 20th node and applying a concentration of 3 g/liter of MKP (C2M1) produced optimal results for the parameter of number of viable seeds per fruit, which was 325,750 seeds.

Rosidatussholikhah Rosidatussholikhah; Nungki Marlian

Jurnal Pengabdian dan Solidaritas Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

A safe and healthy environment is crucial to minimizing accidents and occupational diseases, and this is where Occupational Health and Safety (OHS) comes in. Workers in the informal sector, such as online drivers, are more likely to experience musculoskeletal problems, especially low back pain (LBP), because they frequently lack proper occupational protection and health services. LBP is a complaint of lower back pain that can be brought on by extended periods of static sitting, bad posture, and personal characteristics like body mass index, smoking, and length of service. The purpose of this program is to educate online drivers in Malang City, East Java, and help them avoid LBP. The risk of LBP can be decreased in part by promoting physical activity and education. One recommended intervention is the William Flexion Exercise (WFE), an exercise aimed at improving posture, increasing muscle strength and flexibility, and reducing lower back pain. Implementing WFE education and training for online car drivers is anticipated to strengthen OHS awareness and reduce the incidence of LBP among informal sector workers.

Syaiful Arif, Mochamad; Zaki Fadhil, Achmad; Febrita Sarie, Rena

Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

The purpose of the research is to analyze the influence of technology readiness and entrepreneurial motivation on the success of digital marketing through management support in MSMEs (Micro, Small, and Medium Enterprises) of footwear craftsmen in East Java. The research method uses a quantitative approach with a survey method. The population includes all MSME footwear craftsmen in East Java. A sample of 69 MSME footwear craftsmen in East Java was obtained through accidental sampling. Data were processed using SEM PLS 4. The results of the study show that Technology Readiness does not affect Management Support, Entrepreneurial Motivation affects Management Support, Management Support affects the success of Digital Marketing, Technology Readiness does not affect the success of Digital Marketing, Entrepreneurial Motivation affects the success of Digital Marketing, and Technology Readiness does not affect the success of Digital Marketing and Entrepreneurial motivation affects the success of digital marketing through management support in small and medium enterprises (SMEs) of shoe craftsmen in East Java. This finding is expected to provide strategic recommendations for shoe craftsman SMEs to enhance the effectiveness of their digital marketing.

Fresil Nurassyafa Almayunda; Hardian Iskandar; Dodi Jaya Wardana

Jurnal Ilmu Pertahanan, Politik dan Hukum Indonesia 2025 Asosiasi Peneliti dan Pengajar Ilmu Hukum Indonesia

The Memorandum of Understanding (MoU) is a preliminary agreement in contracts established under the Common Law system, and this research is based on the increasing phenomenon of using MoUs as an initial form of agreement in various fields, including the organization of beauty pageants; however, in practice, there remains ambiguity regarding the extent to which an MoU has binding legal force, particularly when one party commits a breach of contract or when disputes arise, thus this study formulates two main issues, namely the legal status of the parties involved in the MoU of the Miss Beauty East Java 2022 pageant agreement and the legal consequences of the non-performance of such MoU, employing a normative juridical method through statute, conceptual, and case approaches to analyze the practice of MoUs in Miss Beauty East Java 2022, and the findings indicate that although MoUs are not explicitly regulated in the Indonesian Civil Code, they may be considered preliminary agreements subject to the principle of freedom of contract under Article 1338 of the Civil Code, with the legal status of the parties being binding as long as the MoU fulfills the essential elements of a valid contract (agreement, legal capacity, specific object, and lawful cause), while the legal consequences of non performance may give rise to legal liability resolved through non-litigation efforts such as mediation or arbitration, or ultimately through litigation if amicable settlement fails, leading to the conclusion that the MoU in the Miss Beauty East Java 2022 pageant possesses binding legal force as a preliminary agreement rather than merely a moral commitment, provided that it is clearly drafted and meets the validity requirements of a contract under Indonesian law.

Abdul Hakam Sholahuddin; Iffatin Nur; Akhmad Rizqon Khamami

World Journal of Islamic Learning and Teaching 2025 Asosiasi Riset Ilmu Pendidkan Agama dan Filsafat Indonesia

This study examines the integrity of general elections through the lens of prophetic journalism. A qualitative approach was employed to explore the perspectives and experiences of institutional administrators, community leaders, and local residents regarding electoral integrity grounded in prophetic journalism. This approach emphasizes the importance of relationships among various actors in the public policy process, including government institutions, non-governmental organizations, and the private sector. The research was conducted at the East Java Provincial General Election Commission (KPU), with data collected directly by the researcher through observation of words and actions. Data collection was carried out holistically and integratively, focusing on relevance to the study objectives. Data analysis involved systematically searching, organizing, and processing all interview transcripts while ensuring validity through careful verification procedures. The results indicate that electoral integrity can be maintained effectively through a combination of deliberative democracy and prophetic journalism. In this context, the media functions not only as an information distributor but also as a moral agent ensuring transparency, accountability, and fairness throughout the electoral process. Campaigns to validate and counter hoax news during elections are most effective when prophetic journalism is integrated with agenda-setting theory, allowing the media to shape public perception through information filtering, digital literacy education, and the delivery of objective and ethical reporting. Prophetic journalism also serves as a social control mechanism, reinforcing transparency and oversight by combining the press’s watchdog function with principles of honesty, responsibility, and wisdom, preventing electoral manipulation and safeguarding democratic integrity.

Dida Maulidya Al Afshana

Kajian Ekonomi dan Akuntansi Terapan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the influence of capital variables and production costs on the income of Micro, Small, and Medium Enterprises (MSMEs) in the Kediri area, East Java. The method used is a descriptive quantitative approach with data collection techniques through the distribution of questionnaires to MSME actors. Data analysis was performed using multiple linear regression with the help of SPSS software version 26. The results of the study show that both capital and production costs have a significant influence on the income of MSMEs. Capital plays a key role in supporting business operations and expansion, while production costs affect efficiency and profit margins. These findings indicate that increasing access to capital and optimal management of production costs can be an important strategy in increasing MSME income. This research provides practical contributions for stakeholders, including local governments and financial institutions, in designing policies for empowering MSMEs that are more targeted. In addition, the results of this study can be a reference for further research that focuses on other variables that also affect the performance of MSMEs. Thus, a deeper understanding of microeconomic factors can encourage the sustainable growth of the MSME sector in the Kediri area and its surroundings.

Jeka Widiatmanta; Rima Dewi Oryza Sativa

Jurnal Riset Rumpun Ilmu Tanaman 2025 Pusat riset dan Inovasi Nasional

This research presents a phenomenological inquiry aimed at deconstructing the conventional marketing paradigm and offering a deeper understanding of alternative practices. It specifically explores the anti-marketing strategy grounded in Islamic values as implemented at Warung Jendil Mbah Yamah, a traditional micro, small, and medium enterprise (MSME) located in Blitar, East Java. Employing a qualitative approach combined with a phenomenological method, the study gathered rich and nuanced data through several techniques, including in-depth interviews with nine carefully selected informants, participatory observation over an extended period, and systematic documentation studies. The thematic data analysis conducted by the researchers revealed that the warung’s anti-marketing strategy rests firmly on three interconnected pillars: (1) a strong reliance on organic word-of-mouth  communication rather than paid advertising, (2) the deliberate creation of an authentic, personal, and inclusive customer experience that builds emotional bonds with visitors, and (3) the consistent integration of Islamic ethical values into every aspect of business operations. These findings provide a meaningful theoretical contribution by synthesizing the concepts of anti-marketing and Islamic entrepreneurship into a new model of “authentic marketing,” where ethical and spiritual values serve as the strategic foundation for long-term sustainability. In practical terms, the results offer guidance for the broader development of MSMEs in Indonesia, showing that authenticity, ethical commitment, and adherence to core values can represent a stronger and more sustainable competitive advantage than conventional promotional strategies.