Integrating Islamic Spiritual Entrepreneurship and Marketing Communication to Build Brand Equity in Halal MSMEs: A Participatory Action Research Study

Abstract

This study examines how Islamic Spiritual Entrepreneurship (ISE) values Amanah, Shiddiq, Ihsan, Halal, and Barakah integrate with Integrated Marketing Communication (IMC) strategies to strengthen brand trust, brand equity, and competitive advantage among halal MSMEs (Micro, Small, and Medium Enterprises) in Regional Sumatera. Using a qualitative Participatory Action Research (PAR) approach across two implementation cycles, the research reveals that ISE values operate beyond behavioral and operational levels, serving as moral–spiritual differentiators that shape brand positioning. The findings interpretively show how IMC acts as a cohesive mechanism to translate ISE values into authentic brand narratives, visual identities, digital communication, and customer experiences across brand touchpoints. Through qualitative analysis, the integration of ISE and IMC is observed to foster brand trust, which interpretively links to enhanced brand awareness, perceived quality, brand association, and brand loyalty as essential elements of brand equity. A conceptual framework, the ISE–IMC–Trust–Brand Equity Competitive Advantage Framework, is proposed to illustrate how spiritual values evolve into strategic branding resources. The framework demonstrates that competitive advantage among halal MSMEs stems not only from product differentiation but also from spiritual capital consistently communicated via IMC. This study contributes theoretically to Islamic marketing communication and entrepreneurship ethics, offering practical insights for MSMEs, policymakers, and support institutions to develop authentic, spiritually grounded halal branding strategies. Overall, the research highlights that Islamic spirituality, when systematically embedded into communication strategies, can act as a transformative force in building resilient and value-based halal brands.