The Implementation of Sharia Marketing Communication in The Muslim Fashion E-Commerce in Indonesia

Melly Maulin Purwaningwulan

Abstract


This research aimed to analyze the implementation of muamalah provisions based on Islamic law in Muslim fashion e-commerce. The case study method was utilized to achieve the objective. The theoretical approach used is marketing communication management in Islam. The research was conducted at HIJUP.COM, the first and largest Muslim fashion e-commerce in Indonesia. The data collection techniques used in this study were written documentation, digital data archive records, in-depth and focused interviews, participant observation, physical devices, and literature study. Seven informants consisted of experts and practitioners of e-commerce, sharia marketing communication, and religious leaders selected through a purposive sampling technique. The results proved that e-commerce transactions followed the general selling and purchasing contract in Islamic law. Ideally, the implementation process includes four characteristics of sharia marketing, that is Theistic (Al-Rabbaniyah), Ethical (Al-Akhlaqiyah), Realistic (Al-Waqiah), and Humanistic (Al-Insaniyah). Obstacles in implementing sharia marketing communication included the low level of understanding and kaffah and the creative processes that must be smarter because it includes two dimensions, business and the hereafter. 


Keywords


sharia marketing communication; e-commerce; Indonesian Muslim; muslim fashion

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DOI: https://doi.org/10.20422/jpk.v24i1.720

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