Penerapan Nilai Siddiq, Amanah, Fathanah, dan Tabligh pada Umkm Kuliner di Kecamatan Medan Perjuangan

Abstract

This qualitative field study explores how siddiq, amanah, fathanah, and tabligh are reflected in the experiences of food and beverage MSME owners and consumers in Medan Perjuangan District, Medan. Seven purposively selected informants comprised four business owners and three consumers. Data were drawn from interviews, observations, and documentation and interpreted thematically using the four values as an analytical framework. Accounts of honesty, responsibility for orders, simple digital marketing, and courteous communication illustrate the values in everyday business practices. Competition, limited capital, uneven ethical understanding, and differences in digital capacity were reported as constraints. Consumers described trust and service-related experiences, while entrepreneurs discussed marketing reach. These findings concern perceived nonfinancial aspects of business performance rather than objectively measured sales growth or profitability. Because the documentation does not establish whether all consumers were customers of the four participating businesses, direct case-by-case confirmation across those accounts cannot be assumed. The study offers a context-specific interpretation and does not establish a causal effect or the prevalence of these practices across MSMEs.