Social marketing: an Islamic perspective

Abstract

Purpose The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing discipline. Design/methodology/approach This is a conceptual study that is based on academic contributions gathered from the works of key academicians of Islamic Marketing and Social Marketing discipline. The author also presents personal viewpoints regarding the discipline. Conventional social marketing practices in various Muslim and non-Muslim countries have been studied with theoretical discussions. A critical approach has been applied in this study to assimilate Islamic marketing principles with existing social marketing theories. Findings The author proposes a distinct discipline of Islamic Marketing, which is termed as Islamic Social Marketing. The new discipline has been compared with conventional social marketing framework and practices to demonstrate its distinctive features. The critical analysis and discussion exhibit that the proposed new discipline has both similarities and dissimilarities with present social marketing theories and practices. Originality/value This study contributes to Islamic Marketing discipline by proposing a unique field that has been termed as “Islamic Social Marketing”. Although many studies have been conducted on Islamic marketing, the analysis of social marketing in light of Islamic Marketing principles remains clearly in a vacuum-like situation. The current research work is a starting point for academic discussions on this issue that can provide guidelines to develop social marketing intervention programs for Muslim-dominated societies and assist Islamic value-driven social marketing practitioners.

Etika Bisnis Islam Pada Perilaku Pemasaran Dan Kepuasan Konsumen

“…Pemasaran Islam berangkat dari kesadaran tentang beretika, dimana tujuan dari aktivitas pemasaran adalah mencapai kesejahteraan (falah) 30 bagi seluruh pihak yang terkait. Artinya tujuan pemasaran dalam Islam tidak sebatas meraih keuntungan yang sebesar-besarnya dan menguntungkan satu pihak saja, tetapi juga memberikan mashlahah atau kebermanfaatan termasuk bagi konsumen yang bisa diindikasikan dengan mencapai kepuasan konsumen (customer satisfaction), loyalitas bahkan kepercayaan (trust) dari konsumen 31 Perbedaan substantif antara pemasaran Islam dan konvensional terletak pada aspek dalam pemasaran Islam mencakup aspek dunia dan akhirat, sedangkan dalam pemasaran konvensional hanya aspek dunia saja.…”

Pemahaman Peranan Pemasaran Islam Dalam Menghadapi Masa Pandemi Covid 19 Pada Pengusaha Muslim di Indonesia

“…Penggabungan pemasaran sosial dan pemasaran Islam membuahkan disiplin ilmu baru yaitu pemasaran sosial Islam, dimana pemasaran sosial yang ada untuk kepentingan kesejahteraan masyarakat atau yang membutuhkannya seperti kampanye atau promosi kesehatan, kebutuhan hidup dan perlindungan kehidupan masyarakat, itu semua hendaknya sejalan dengan pemasaran Islam yang berbasis syariah [12]. Seperti pada masa saat pandemi ini, memasarkan produk apapun hendaknya memperhatikan terutama adalah harga, karena krisis ekonomi yang terjadi instumen harga jual menjadi sangat penting, karena dalam mengeluarkan uang untuk membeli barang sangat diperhatikan karena masih banyak kebutuhan lain yang harus dibeli atau dipenuhi.…”

Digital Marketing During the Pandemic Period; A Study of Islamic Perspective

“…Shariah marketing can be defined as a process and strategy (Wisdom) meeting the needs through Halal products and services (Tayyibat) with mutual agreement and welfare (Falah) from both parties namely buyers and sellers for the purpose of achieving material and spiritual well-being in the world here and at akhirat (Haque & The, 2011) From its definition, the core aspects of Islamic marketing are strategy (wisdom), needs, halal (tayyibat), mutual agreement, and welfare (falah). Strategy (wisdom); the word closest to him in Islam is wisdom which is emphasized in adapting to certain situations.…”

“…Strategy (wisdom); the word closest to him in Islam is wisdom which is emphasized in adapting to certain situations. Islamic marketing can achieve long-term goals in this world and the hereafter by interacting with changing environments, situations and events to purify beliefs, views, morals, habits, habits, social, politics, culture, and economic life (Haque & The, 2011). Joint agreement; based on the statement of the Quran and Sunnah, eg.…”

“…An-Nisa: 29, Ashura Shura: 38. In Islamic marketing, the collective agreement means that exchanges must be operated by the free will of buyers and sellers and free from undue pressure, fraud and fraud (Haque & The, 2011). Needs; a person must consume according to his needs and marketing promotion activities must not deceive consumers and only for noble purposes by providing clear information for the benefit of the people.…”