PRINSIP DAN KRITERIA PERIKLANAN DARI PERSPEKTIF ISLAM
DOI:
https://doi.org/10.22373/share.v1i1.718Abstract
Advertising in marketing Islamic products must be believed and understood as an important part of marketing based on Islam which should not be separated. This paper examines the principles and criteria of advertising from the perspective of Islam. It is caused by the increase of companies and institutions which are based on Islamic values such as Islamic financial institutions that promote its products the consumers. The important issues discussed in this paper is how the reality of concepts, principles, and criteria of Islamic advertising? Therefore this paper is developing an advertising concept from the perspective of Islam and to know for sure whether the principles and criteria that should exist in advertising Islam. The methodology applied in this paper is through a literature review by using content analysis. Hopefully, this study could develop an Islamic perspective advertisement concept in terms of principles and criteria. ======================================================================================================== Periklanan dalam memasarkan produk-produk Islam harus diyakini dan di pahami merupakan bahagian penting dalam pemasaran yang berdasarkan Islam yang tidak boleh dipisahkan. Tulisan ini mengkaji prinsip-prinsip dan kriteria periklanan dalam perspektif Islam. Hal ini disebabkan semakin ramai dan tingginya pertumbuhan perusahaan dan institusi yang berlandaskan nilai-nilai Islam seperti institusi keuangan Islam yang mempromosikan produk dan perkhidmatannya kepada orang ramai. Persoalan penting yang dibahas dalam kertas kerja ini adalah bagaimanakah bentuk konsep, prinsip dan kriteria periklanan Islam yang sebenarnya? Oleh karena itu tujuan kertas kerja ini adalah untuk membangun satu konsep periklanan dari perspektif Islam dan untuk mengenal pasti apakah prinsip-prinsip serta kriteria yang seharusnya ada dalam periklanan Islam. Metodologi kajian yang digunakan dalam kertas kerja ini adalah metode kepustakaan dengan menggunakan analisis isi. Kajian ini diharapkan dapat membentuk konsep periklanan dalam perspektif Islam dari segi prinsip dan kriterianya.References
al-BukhÄrÄ«, AbÅ« ‘Abd AllÄh Muḥammad ibn IsmÄ‘īl. (1997). Sahih Al-BukhÄrÄ« (Muhammad Muhsin Khan, Trans. Vol. 3). Riyadh, Saudi Arabia: Maktaba Dar-us-Salam.
Davis, Joel J. (1997). Advertising Research: Theory and Practice. New Jersey: Prentice-Hall.
Duncan, Tom. (2008). Imc Using Advertising & Promotion to Build Brands. Singapore: McGraw Hill.
Ibn-Katsir. (1999). Al Thaiyibah Li Nasyri Wa Al Tauzi. Beirut: Dar Al-ma'arif.
Kasali, Rhenald (1995). Manajemen Periklanan: Konsep Dan Aplikasinya Di Indonesia (Fifth Edition ed.). Jakarta: Pustaka Utama Grafiti.
Kleppners. (2008). Kleppners Advertising Produre (17 ed.). New Jersey: Pearson Sdv, Inc.
Kotabe, Masaki, & Kristian, Helsen. (2004). Global Marketing Management (3th ed.). New York: John Wiley & Son.
Kotler, Phillip. (2003). Marketing Management. New Jersey: Prentice Hall, Inc.
Lim, Elison Ai Ching, Ang, Swee Hoon, Lee, Yih Hwai, & Leong, Siew Meng. (2009). Processing Idioms in Advertising Discourse: Effects of Familiarity, Literality, and Compositionality on Consumer Ad Tindak Balasse. Journal of Pragmatics.
Morissan, M.A. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Jakarta: Kencana Prenada Media Group.
Muslim, AbÅ« al-Ḥusayn ‘AsÄkir ad-DÄ«n Muslim ibn al-ḤajjÄj ibn. (2007). Sahih Muslim (Nasiruddin al-Khattab, Trans. Vol. 3). Riyadh, Saudi Arabia: Maktaba Dar-us-Salam.
Nada, Abdul Aziz bin Fathi as Sayyid. (2006). Ensiklopedia Etika Islam: Begini Semestinya Muslim Berprilaku Terjemahan Dari Mausu’ah Al-Adab Al-Islamiyyah Al-Murattabah Ala Al-Huruf Al-Hija’iyah. Jakarta: Magfirah Pustaka.
Othman, Radzi. (2005). Ekonomi Dalam Perspektif Al-Qur’an Dan Al Sunnah. Malaysia: Universiti Sains Malaysia.
Downloads
Published
Issue
Section
License
SHARE allows the author(s) to hold the copyright and to retain the publishing rights without restrictions. Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC-BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work
