An Analysis Of Islamic Branding Concepts And Implementation In Contemporary Business
DOI:
https://doi.org/10.61166/lpi.v2i2.106Keywords:
Branding Islami, Ekonomi Syariah, Bisnis KontemporerAbstract
Penelitian ini bertujuan untuk menganalisis fondasi konseptual branding Islami berdasarkan nilai-nilai Islam dan mengevaluasi implementasinya dalam praktik bisnis kontemporer di Indonesia, sekaligus mengidentifikasi kesenjangan antara kerangka teori dan realitas lapangan. Penelitian menggunakan pendekatan kualitatif dengan metode studi pustaka (library research) eksploratif melalui telaah jurnal ilmiah terindeks, buku akademik, laporan institusi, dan observasi tidak langsung terhadap brand-brand Islami yang beroperasi di Indonesia. Hasil penelitian menunjukkan adanya kesenjangan antara kerangka teori dan praktik di lapangan; mayoritas brand cenderung berhenti pada aspek simbolik seperti penggunaan logo bernuansa Islami dan sertifikasi halal, tanpa menginternalisasi nilai-nilai Islam secara menyeluruh dalam operasional bisnis. Kesenjangan tersebut terlihat dalam empat dimensi, yaitu nilai-simbolik, komunikasi-perilaku, kompetensi, dan regulasi. Temuan ini memberikan landasan teoritis dan panduan praktis bagi pelaku usaha dalam mengembangkan branding Islami yang substantif dan berkelanjutan. Penelitian ini berkontribusi secara orisinal dengan mengintegrasikan analisis kesenjangan empat dimensi branding Islami berbasis nilai tauhid, amanah, ihsan, maslahah, dan halal-thayyib dalam konteks bisnis Indonesia kontemporer, sekaligus merumuskan strategi penguatan implementasi yang belum dieksplorasi secara komprehensif oleh studi-studi sebelumnya.
References
Ali, M. Y. (2014). Australian Multicultural Consumer Diversity: A Study on Muslim Consumers’ Perception towards Halal Labeling. https://doi.org/10.13140/2.1.3098.7208
Alserhan, B. A. (2010). On Islamic branding: brands as good deeds. Journal of Islamic Marketing, 1(2), 101–106. https://doi.org/10.1108/17590831011055842
Arifin, M. J. (2021). Strategi Islamic Branding dalam Membangun Kepercayaan Konsumen. EKSYAR : Jurnal Ekonomi Syari’ah & Bisnis Islam, Vol. 8 No. 1 (2021): EKSYAR : Jurnal Ekonomi Syari’ah & Bisnis Islam, 67–83. http://ejournal.staim-tulungagung.ac.id/index.php/eksyar/article/view/168/164
Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.
DinarStandard. (2023). State of the global Islamic economy report 2023/2024. https://www.dinarstandard.com/insights/state-of-the-global-islamic-economy-report-2023
Fathoni, M. (2020). Potret Industri Halal Indonesia: Peluang dan Tantangan. Jurnal Ilmiah Ekonomi Islam, 6, 428. https://doi.org/10.29040/jiei.v6i3.1146
Geraldine, C., & Adam, M. R. R. (2025). Determinants of Repeat Purchase Intention Through Brand Trust: Study on Halal Cosmetics Among Non-Muslim Consumers. International Journal of Digital Entrepreneurship and Business, 6(1), 31–45. https://doi.org/https://doi.org/10.52238/ideb.v6i1.277
Kartasasmita, I., & Kurniawati, K. (2024). The impact of perceived brand integrity in increasing brand legitimacy in halal cosmetics among Muslim customers in Jakarta, Indonesia. Journal of Islamic Economics Lariba, 10, 727–746. https://doi.org/10.20885/jielariba.vol10.iss2.art6
Kusumawardhini, S., Hijrah Hati, S., & Daryanti, S. (2016). Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement. https://doi.org/10.15405/epsbs.2016.11.02.15
Lembaga Pengkajian Pangan, Obat-obatan, dan K. M. U. I. [LPPOM M. (2022). Pedoman penetapan produk halal dan prosedur sertifikasi halal.
Mestika, Z. (2008). Metode Penelitian Kepustakaan. Yayasan Obor Indonesia.
Mohi-ud-Din Qadri, H. (2021). Religion, culture, and Islamic marketing (pp. 87–106). https://doi.org/10.4324/9781003050209-7
Nurhamidah, U. (2025). Halal E-commerce and Muslim Consumer Behavior: A Literature Review. Journal Corner of Education, Linguistics, and Literature, 5, 568–581. https://doi.org/10.54012/jcell.v5i001.618
Putera, P. B., & Rakhel, T. M. (2023). Halal research streams: A systematic and bibliometrics review. Cogent Social Sciences, 9(1), 2225334. https://doi.org/10.1080/23311886.2023.2225334
Rahmat, T., Ahman, E., & Apriliani, D. (2024). Strategies to Improve Sustainable Competitive Advantage in The Halal Industry Through Knowledge Sharing : HR Perspective. Equity: Jurnal Ekonomi, 12(December 2024), 116–130. https://doi.org/10.33019/equity.v
Salehudin, I., & Mukhlish, B. M. (2012). Pemasaran Halal: Konsep, Implikasi dan Temuan Di Lapangan (Halal Marketing: Concept, Implication and Field Finding). SSRN Electronic Journal. https://doi.org/https://doi.org/10.1108/JIMA-09-2013-0068
Vedy, N. K., Ved, H. S., & Rahayu, S. (2025). Entrepreneurial orientation , marketing capability , and adaptive capability : Drivers of business performance. 6(4), 573–584.
Wilson, J. (2012). The new wave of transformational Islamic marketing. Journal of Islamic Marketing, 3, 5–11. https://doi.org/10.1108/17590831211225436
Yusof, Y., & Wan Jusoh, W. J. (2014). Islamic Branding: The Understanding and Perception. Procedia - Social and Behavioral Sciences, 130, 179–185. https://doi.org/10.1016/j.sbspro.2014.04.022
