Aplikasi Konsep Religious Marketing dalam Praktek Komunikasi dan Dakwah Islam

Authors

  • Muhammad Mabrur UIN Antasari Banjarmasin
  • Lalu Agus Satriawan UIN Mataram
  • Udi Yuliarto IAIN Pontianak

DOI:

https://doi.org/10.18592/alhiwar.v12i1.13592

Keywords:

da’wa, marketing mix, religious marketing, Islamic communication

Abstract

The accelerated pace of technological advancement has facilitated the acquisition of information by a multitude of entities. Furthermore, it has altered the behavioural patterns of individuals, enabling the modern person to exercise greater autonomy in determining their own behavioural choices. This development necessitates that da'wah activists adopt innovative approaches to the dissemination of religious teachings. It is not within the power of religious leaders to impose their teachings on society. One such method is the utilisation of marketing concepts in the process of socialising religious teachings, which is commonly referred to as religious marketing. This study was conducted using the library research method with the objective of investigating the potential applications of marketing concepts in the context of da'wah activities. In practice, the marketing mix concept, as applied in commercial marketing activities, can be applied to activities aimed at socialising religious teachings. However, it is important to note that there are several key differences that must be taken into account when implementing the religious marketing concept in the context of promotional activities for religious teachings. One area in which the religious marketing concept is particularly prevalent is in the promotion of zakat funds. It is crucial for zakat fund management institutions to comprehend the tenets of religious marketing, as they must devise innovative strategies to attract donors and encourage them to entrust their zakat funds to these institutions.

References

Andresen, Katya, Robin Hood Marketing : Stealing Corporate Savvy to Sell Just Causes, San Fransisco: Josses Bass, 2006.

Goldberg, dkk Marvin E. dan Martin Fishbein, Social Marketing : Theoritical and Practical Perspectives, New Jersey : Lawrence Erlbaum Associates, 2008.

Halim, Muhyi al-Din ‘Abd al-, Nahwa al-I‘lam al-’Islamy Fil Ashril Muashir, Tripoli: Maktabah al-Islam, 2000.

Harris, Richard Jackson Cognitive Psycology of Communication, New Jersey: Lawrence Erlbaum Associates, Inc., 2004.

Istianah, dan team “Analisis Sharia Marketing Mix Terhadap Kepercayaan Pelanggan dan Keputusan Pembelian Pada Online Shop TWIS.ID, 2018

Kotler, Philip dan Nancy R. Lee, Marketing in the Public Sector : A Roadmap for Improved Performance, New Jersey: Wharton School Publishing, 2007

Kotler, Philip Marketing Management : Millenium Edition, New Jersey: Prentice Hall Inc., 2001. Demikian pula pendapat ,

Malik, Dedy Djamaluddin Komunikasi Persuasif, Bandung:Remaja Rosdakarya,1994.

Mottner, Sandra.. “Marketing and Religion,” di dalam The Routledge Companion to Nonprofit Marketing, ed. 2008

Ni‘matallah , ‘Ali al-Rifa‘i, al-Da‘wah ila Allah, Kairo: Matba‘ah al-Husayn, 1992.

Perlof, Richard M. The Dynamics of Persuasion : Communication and Attitudes in the 21st Century , New Jersey: Lawrence Erlbaum Associates, Inc, 2003

Radi, Samir bin Jamil, al-I‘lam al-Islami, al-Risalah wa al-Hadaf , Makkah: Maktabah Rabitah al-‘Alam al-Islamy, 1417.

Rahim, Hamam ‘Abdu al-, Qawa’id al-Da‘wah ila Allah, al-Mansurah: Dar al-Wafa, 1989

Stanton, William J. dkk., Fundamental of Marketing,New York: McGraw-Hill, 1994

Downloads

Published

2024-06-30

How to Cite

Mabrur, M., Satriawan, L. A., & Yuliarto, U. . (2024). Aplikasi Konsep Religious Marketing dalam Praktek Komunikasi dan Dakwah Islam. Al-Hiwar Jurnal Ilmu Dan Teknik Dakwah, 12(1), 45–56. https://doi.org/10.18592/alhiwar.v12i1.13592