Islamic Brand Sahaja in Commercial TV Advertising Messages: Toward the Islamisation of the product


Agus Hermanto(1*), Sa’diyah El Adawiyah(2), Tria Patrianti(3)

(1) Universitas Muhammadiyah Jakarta, Indonesia
(2) Universitas Muhammadiyah Jakarta, Indonesia
(3) Universitas Muhammadiyah Jakarta, Indonesia
(*) Corresponding Author

Abstract


Commercial TV advertising can translate everything from the advertiser's goals through communicative, educative, and entertaining messages. As in the commercial TV advertisement message, Sahaja socialises the Islamic brand, which aims to be able to dialogue with the target market of Indonesian Muslims. This study aimed to determine the visual and narrative form of the Islamic brand of Sahaja's commercial TV advertising message. This study uses a qualitative approach with narrative analysis, how do communicators tell stories. The data collection techniques are observing Sahaja's advertising materials and literature study, analysing each ad frame and duration individually, and selecting and grouping according to the research focus for data presentation. In conclusion, Sahaja's commercial TV commercial carries #NawaituSahaja as its creative foundation. It shows a visual story of a happy family living their life and worship with white domination. Five essential keys visible reflections of Islamic brands narrate the form of a brand that identifies with Islamic characteristics. This research is expected to help provide input or reference for further research and considerations in building an Islamic brand.

Keywords


Advertising; Islamic brand; TV Commercial

Full Text:

PDF

References


Ab Talib, M. S., & Mohd Johan, M. R. (2012). Issues in halal packaging: a conceptual paper. International Business and Management, 5(2), 94–98. https://doi.org/10.3968/j.ibm.1923842820120502.1080

Al-Bukhari. (1987). Shahih Bukhari. Beirut: Dar Ibn Katsir Al-Yamamah.

Alfian, I., & Marpaung, M. (2017). Analisis pengaruh label halal, brand dan harga terhadap keputusan pembelian di kota Medan. AT-Tawassuth: Jurnal Ekonomi Islam, 2(1), 118–141.

Alserhan, B. A. (2010). Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18(1), 34–49. https://doi.org/10.1057/bm.2010.18

David, A. (2017). Aaker On Branding; 20 Prinsip esensial mengelola dan mengembangkan brand. Jakarta: Gramedia Pustaka Utama.

Domazet, I. S., Đokić, I., & Milovanov, O. (2017). The Influence of advertising media on brand awareness. Management:Journal of Sustainable Business and Management Solutions in Emerging Economies, 23(1), 13. https://doi.org/10.7595/management.fon.2017.0022

Eriyanto, A. N. (2013). Analisis Naratif: Dasar-Dasar dan Penerapanya dalam Analisis Teks Berita Media. Jakarta: Kencana Prenada Media Group.

Farhana, M. (2012). Brand elements lead to brand equity: Differentiate or die. Information Management and Business Review, 4(4), 223–233. https://doi.org/10.22610/imbr.v4i4.983

Griffin, E. A. (2012). A First Look at Communication Theory. New York: McGraw-Hill.

Hisanuddin, I. I. (2015). Pengaruh Citra Merek Islam Terhadap Loyalitas Nasabah Bank Syariah (Studi Kasus Pada Bank Syariah Di Kota Bandung). Scientica, 2(2), 87–100.

Holzschlag, M. E. (2003). Color for websites. Beverly: Rockport Publishers.

Jafari, A. (2012). Islamic marketing: insights from a critical perspective. Journal of Islamic Marketing, 3(1), 22–34. https://doi.org/10.1108/17590831211206563

Katadata. (2020). Analisis Data: Industri Halal untuk Semua. Retrieved June 25, 2021, from Katadata website: https://katadata.co.id/analisisdata/2020/04/16/industri-halal-untuk-semua

Kotler, P., & Keller, K. L. (2016). Marketing management. Essex: Pearson Education Limited.

Lee, M., & Johnson, C. (2011). Prinsip-prinsip Pokok Periklanan dalam Perspektif Global. Jakarta: Kencana.

Lela, L., & Lukmawati, L. (2015). Ketenangan: Makna Dawamul Wudhu (Studi Fenomenologi Pada Mahasiswa UIN Raden Fatah Palembang). Psikis: Jurnal Psikologi Islami, 1(2), 55–66.

Minkus-McKenna, D. (2007). The pursuit of halal. Progressive Grocer, 86(17), 42.

Monica, M., & Luzar, L. C. (2011). Efek Warna dalam Dunia Desain dan Periklanan. Humaniora, 2(2), 1084–1096. https://doi.org/10.21512/humaniora.v2i2.3158

Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Melbourne: Pearson Australia.

Mudzakkir, M. F., & Nurfarida, I. N. (2014). Religiousity Commitment dalam Memoderasi Hubungan Brand Awareness terhadap Niat Pembelian. Jurnal Ekonomi Modernisasi, 10(3), 170–177. https://doi.org/10.21067/jem.v10i3.850

Nasrullah, M. (2015). Islamic Branding, Religiusitas dan Keputusan Konsumen terhadap Produk. Jurnal Hukum Islam, 13(2), 79–87. https://doi.org/10.28918/jhi.v13i2.487

Nistorescu, T., Mihail, B. C., & Ploscaru, C. C. (2014). Brand–Product Interdependence. Management & Marketing, 12(1), 7–13.

Nurohman, Y. A. (2018). Theoretical Review: Teori Merek Halal. Among Makarti, 10(2), 85–94. https://doi.org/10.52353/ama.v10i2.154

Purnama, S. (2010). Elemen warna dalam pengembangan multimedia pembelajaran agama Islam. Al-Bidayah: Jurnal Pendidikan Dasar Islam, 2(1), 113–129.

Shimp, T. A. (2014). Komunikasi Pemasaran Terpadu dalam Periklanan dan Promosi. Jakarta: Salemba Empat.

Sobur, A. (2016). Komunikasi Naratif: Paradigma, Analisis, dan Aplikasi. Bandung: PT. Remaja Rosdakarya.

Sucipto, S. (2012). Halal dan haram menurut Al-Ghazali dalam kitab Mau’idhotul Mukminin. Asas, 4(1), 1–8.

Sugiono. (2014). Metode Penelitian Kombinasi (Mixed Methods). Bandung: Penerbit Alpabeta.

Sutarman, M. (2018). Kedudukan Doa Dalam Islam. Al-Karimah: Jurnal Ilmu Tarbiyah Dan Ekonomi Syariah, 5(9), 79–93.

Tieman, M. (2011). The application of Halal in supply chain management: in‐depth interviews. Journal of Islamic Marketing, 2(2), 186–195. https://doi.org/10.1108/17590831111139893

Unilever. (2020). Sahaja Berikan Perlindungan Higienis Sekaligus Kesempatan Berbagi Kebaikan Pada Sesama. Retrieved June 29, 2021, from Unilever website: https://www.unilever.co.id/news/press-releases/2020/sahaja-berikan-%09perlindunganhigienis-sekaligus-kesempatan-berbagi-kebaikan-pada-sesama.html

Wicaksono, A. R., Marindra, W., & Kristianto, V. I. (2013). Komposisi Warna Website Universitas Kelas Dunia, Studi Kasus Harvard University, University of Cambridge dan National Taiwan University. Seminar Nasional Informatika, 70–75.




DOI: https://doi.org/10.15575/jw.v7i1.15708

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Agus Hermanto, Sa’diyah El Adawiyah, Tria Patrianti

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.



Wawasan: Jurnal Ilmiah Agama dan Sosial Budaya is Indexed By:

DOAJ (Directory of Open Access Journal) Dimensions Moraref Crossref SINTA Portal Garuda Indonesian Scientific Journal Database (ISJD) Google ScholarIndonesia One Search
------------

 

View My Stats

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.