Spiritual Marketing in Increasing Sales Turnover of Micro, Small, and Medium Enterprises in Indonesia

The increasing diversity of modern humans has implications for changes in consumer behavior. Previously, consumers solely relied on logical considerations when selecting products or services, but now this framework been shifted to encompass broader considerations. This trend forces a shift the marketing paradigm; from rational emotional marketing, even continuing spiritual marketing. article seeks examine implementation increase sales turnover Micro, Small, and Medium Enterprises (MSMEs) Indonesia, with case study “Komunitas Bubur Sedekah” Setabelan Banjarsari, Surakarta. applied Hermawan Kertajaya's theory as theoretical framework. Data were obtained through in-depth interviews, observation, documentation. In-depth interviews held advisors, porridge sellers, almsgivers, customers. Observations conducted capture data business activities. Meanwhile, documentation was utilized collect various social media platforms belonging community. findings indicate that “Bubur is manifestation because it grounded ethical principles, such theistic, humanistic, contextual values bring satisfaction customers, thus resulting regular donations. Consequently, considerably increased, sustainability their assured.