Pengaruh Islamic Branding Dalam Pemasaran Produk Kepada Konsumen Muslim

Arnova Witiar Nidah, M Iqbal Fasha, Suharto Suharto

Abstract


The focus of the discussion in this paper is related to Islamic branding as a marketing strategy to consumers. With the aim of knowing and describing how the influence of Islamic branding in product marketing to Muslim consumers. The method used in this research is qualitative descriptivemethode with  a literature study approach with the main data source coming from journals, with the point of view of the Quran, hadith and other related scientific works. This study shows the concept of Islamic branding in accordance with sharia law, which in marketing strategies can have an effect on building Muslim consumer trust. With the halal label from the MUI, consumers will not worry about consuming a product with an Islamic brand because the halalness of the product has been confirmed. With this trust, it will influence consumer decisions and can increase sales of a product.


Keywords


Islamic branding; Marketing; Consumer Decision.

Full Text:

PDF PDF

References


Alfian, Ian, and Muslim Marpaung. 2017. “Analisis Pengaruh Label Halal, Merk Dan Harga Terhadap Keputusan Di Kota Medan.” At-Tawassuth 2(1): 126.

Andriansyah, Yusuf, Rois Arifin, and Afi Rachmat S. 2016. “Pengaruh Label Halal, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Teh Racek.” Jurnal Riset Manajemen: 99.

Baharun, Hasan, and Harisatun Niswa. 2019. “Syariah Branding ; Komodifikasi Agama Dalam Bisnis Waralaba Di Era Revolusi Industri 4 . 0 Cyber Physical System ( CPS ) Dan Internet of Things and Services Sertamampu Menaikkan Efsiensi Manufaktur Dan Kualitas Produk . Dunia Perekonomian Di Indonesia . D.” 13(1): 82–83.

Discourse, Intellectual. 1996. “Promotional Tool of Marketing: An Islamic Perspective.” Intellectual Discourse 4(1&2): 15–30.

Edi Wibowo, Dwi, and Benny Diah Madusari. 2018. “Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Oleh Konsumen Muslim Terhadap Produk Makanan Di Kota Pekalongan.” Indonesia Journal of Halal 1(1): 75–76.

Endang, R. 2020. Pengaruh Kesadaran Halal, Islamic Branding Dan Product Ingredients Terhadap Minat Beli Produk Kosmetik Dan Toileters (Studi …. http://repository.radenintan.ac.id/id/eprint/12469.

Fadahunsi, Professor Akin, and Dr. Samia Kargwell. 2015. “Social Media, Consumer Behavior and Marketing Strategy: Implications of ‘Halal’ on Islamic Marketing Operations.” Journal of Small Business and Entrepreneurship Development 3(1): 37.

Fathoni, Muhammad Anwar. 2020. “Potret Industri Halal Indonesia: Peluang Dan Tantangan.” Jurnal Ilmiah Ekonomi Islam 6(3): 428.

Ii, B A B, A Diskripsi Teori, Tinjauan Pengertian, and Strategi Pembelajara. 2012. “Kaian Pustaka.” Molucca Medica 11(April): 13–45. http://ojs3.unpatti.ac.id/index.php/moluccamed.

Inscrição, Comissão D E. 2018. “Konstruksi Indikator Halal Dalam Perkembangan Industri Halal Fashion.” : 2018.

Ismail, Noraini, Maizatulaidawati Md Husin, Tariq Bhatti, and Hendy Mustiko Aji. 2018. “Islamic Branding in Food Service Industry: Qualitative Study of Sellers’ and Consumers’ Perceptions.” Global Business and Management Research: An International Journal 10(3): 901–5. https://www.researchgate.net/profile/Hendy_Aji/publication/329556038_Islamic_Branding_in_Food_Service_Industry_Qualitative_Study_of_Sellers%27_and_Consumers%27_Perceptions/links/5c0f56ff4585157ac1b91fd6/Islamic-Branding-in-Food-Service-Industry-Qualitativ.

Jauharul Arifin, Muhammad. 2021. “Strategi Islamic Branding Dalam Membangun Kepercayaan Konsumen.” Jurnal Eksyar (Jurnal Ekonomi Syariah) 08(01): 69 82. http://ejournal.staim-tulungagung.ac.id/index.php/Eksyar.

Kusuma, Dilla Gading et al. “The Effect Of Islamic Branding On The Decision Of Muslim Investors In Choosing Islamics Shares As Investment Instruments.” : 75–77.

Kusumawardhini, Siti Sarah, Sri Rahayu Hijrah Hati, and Sri Daryanti. 2016. “Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement.” (November): 158–60.

Lestari, Ayu, Heri Praktikto, and Agus Hermawan. 2020. “The Effect Of Religiusity On The Purchase Intention Halal Cosmetics Through Attitute (Studies On Muslim Several Universities In Malang Indonesia).” Journal of Chemical Information and Modeling 22(1): 204.

Mohd Yusof, Y.L., and W.J. Wan Jusoh. 2014. “Islamic Branding: The Understanding and Perception.” Procedia - Social and Behavioral Sciences 130: 179–81. http://dx.doi.org/10.1016/j.sbspro.2014.04.022.

Morphology, The Comparative. “Pengaruh Labelisasi Halal Terhadap Keputusan Masyarakat Kecamatan Perbaungan DalamPembelian Produk Makanan Dalam Kemasan.” : 476.

Nasrullah, Muhammad. 2015. “Islamic Branding, Religiusitas Dan Keputusan Konsumen Terhadap Produk.” Jurnal Hukum Islam 13(2): 79.

Pembelian, Mempengaruhi Keputusan. 2010. “( Studi Kasus Pada Konsumen Yamaha Mio PT Harpindo Jaya Semarang ).”

S.indinesia. 2018. “Persepsi Label Halal Pada Makanan Impor Halal Berdasarkan Faktor Pekerjaan Konsumen Di Indonesia.” 9th Industrial Research Workshop and National Seminar: 528. https://jurnal.polban.ac.id/index.php/proceeding/article/view/1093.

Salehudin, Imam, and Basuki Muhammad Mukhlish. 2012. “Pemasaran Halal: Konsep, Implikasi Dan Temuan Di Lapangan.” SSRN Electronic Journal.

Sandikci, Özlem. 2011. “Researching Islamic Marketing: Past and Future Perspectives.” Journal of Islamic Marketing 2(3): 247.

Shah, Syed Adil, Maqsood Hussain Bhutto, and Sarwar M. Azhar. 2021. “Integrative Review of Islamic Marketing.” Journal of Islamic Marketing (December).

Soleha, Illiatus, Rois Arifin, and Afi Rahmad. 2017. “Pengaruh Citra Merek Dan Persepsi Label Halal Terhadap Minat Pembelian Ulang Produk Kosmetik Zoya Malang.” e – Jurnal Riset ManajemenPRODI MANAJEMEN Fakultas 000(2): 166–76. http://www.riset.unisma.ac.id/index.php/jrm/article/view/443/478.

Suryani, and Thamrin dn Tantri. 2008. “Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Sosis Di Kuala Simpang Kabupaten Aceh Tamiang.” Jurnal Manajemen dan Keuangan Unsam 5(1): 434.




DOI: http://dx.doi.org/10.35448/jte.v17i1.13606

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Tirtayasa Ekonomika

View My Stats