Branding Identity as Da’wah Strategy: Islamic Business Ethics

Chairiawaty Chairiawaty, Kiki Zakiah

Abstract


This study aims to analyze the branding identity used as a da'wah strategy. Besides, the research is directed to find the concept of Islamic business ethics as a branding identity. This study used the descriptive qualitative method. The object of research is the slogan as one of the branding identities carried out in 10 companies. The results showed that branding identity as a da'wah strategy was carried out in two ways: Qolam (oral and written). Six institutions use Islamic business ethics in their slogans directly and clearly, while four institutions do not state business ethics. The slogan as an Islamic branding identity refers to the principles of communication in Islam, namely Qawlan Sadidan, Qawlan Balighon, Qawlan Karieman, and Qawlan Layyinan.

Penelitian ini bertujuan untuk menganalisis identitas Branding digunakan sebagai strategi dakwah. Selain itu, penelitian diarahkan untuk menemukan konsep etika bisnis Islam sebagai identitas Branding. Penelitian ini menggunakan metode deskriptif-kualitatif. objek penelitian adalah Slogan sebagai salah satu identitas branding yang dilakukan pada 10 perusahaan. Hasil penelitian menunjukkan bahwa identias branding sebagai strategi dakwah dilakukan dalam dua cara yaitu secara Qolam (lisan maupun tulisan). Sebanyak 6 institusi menggunakan etika bisnis Islam dalam slogan mereka secara langsung dan jelas, sedangkan 4 institusi tidak menyatakan etika bisnis secara langsung dan jelas. Penggunaan slogan sebagai identitas branding Islam merujuk pada prinsip komunikasi dalam Islam yakni Qawlan Sadidan, Qawlan Balighon, Qawlan Karieman dan Qawlan Layyinan.


Keywords


Branding; identity; da’wah strategy; Islamic Ethics

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DOI: https://doi.org/10.15575/idajhs.v14i2.10595

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