<![CDATA[This study investigates the strategic deployment of extra causer—a recently theorized lexicogrammatical category in Systemic Functional Linguistics (SFL)—as a hidden persuasive mechanism in the digital copywriting of Micro, Small, and Medium Enterprises (MSMEs) in Ngringo Village, Indonesia. Drawing on a corpus of 68 WhatsApp promotional texts, 19 instances of extra causer were identified and classified into four subtypes: attributor (8 texts), assigner (6 texts), inducer (4 texts), and initiator (1 text). Through qualitative discourse analysis, the study reveals how MSMEs implicitly construct product value and social legitimacy without explicit self-promotion—aligning with local Javanese cultural values such as andhap asor (humility). Findings demonstrate that extra causer enables ethical persuasion by attributing moral qualities (e.g., “without preservatives” → “healthy”), assigning social identity (e.g., “PKK subscriber” → “trustworthy”), and inducing emotional responses (e.g., “salak e” → “delicious”). This research contributes theoretically by operationalizing Santosa’s (2003) extra causer as an analytical tool in marketing discourse and practically by offering a culturally grounded training template for MSME communication. The study positions extra causer as a critical bridge between SFL theory and community-based economic practice. Keywords: Extra causer, Digital marketing, Hidden persuasion, Javanese cultural values, MSME copywriting, systemic functional linguistics.]]>
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