Resiliensi dan Keberlanjutan Bisnis Halal Melalui Filantropi Syariah

The increasingly dynamic global economic conditions have posed a significant challenge to the sustainability of micro, small, and medium enterprises (MSMEs). One of the challenges faced in today's business world is the VUCA era, which represents a rapidly changing landscape characterized by uncertainty, complexity, and ambiguity. This era forces every MSME to adapt to survive and maintain business continuity. The objective of this study focuses on an in-depth understanding of how sharia philanthropic practices are integrated into halal business management and their contribution to business resilience and sustainability. This research approach utilizes a qualitative case study design. The subjects were business owners, employees, and customers who had participated in the "donation package" program. Data collection was conducted using three main techniques: semi-structured interviews, direct observation, and documentation. Field findings indicate that sharia philanthropic practices generate strong social capital, including network expansion, customer loyalty, and a positive reputation within the community. This social capital serves as a strategic resource that strengthens economic resilience, particularly in the face of fluctuating demand, competitive pressures, and culinary market dynamics. This study concludes that the sustainability of halal businesses at the MSME level depends not only on product innovation and digitalization, but also on the steadfastness of values ​​internalized in daily management processes. Thus, the integration of sharia values, philanthropy, and operational management produces a form of resilience that is spiritual, social, and economic.