Kriteria-Kriteria Periklanan Dari Perspektif Islam: Analisis Persepsi Pengguna Institusi Perbankan Syariah Di Banda Aceh, Indonesia
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Date
2015-08
Authors
Teuku Meldi Kesuma
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Abstract
Advertising is an important component of marketing as it delivers
information and choices to target consumers in promoting sales of selected products
and services. However, most advertisements in Muslim countries are founded on
western message design paradigms which are not Islamic values compliant. Hence,
while intending to promote Islamic- or Shariah-compliant products such as the
services of the Shariah Banking Institute (IPS) these advertisements were tacitly
encouraging moral decay among Muslims. This issue can be resolved with the
adoption of an Islamic Advertisng Standard (PPI). Thus, the objectives of this study
were a) to define the principles of the Islamic Advertising Standard; b) to develop the
components and criteria for the Islamic Advertising Standard; c) to validate the
criteria and its instrument; and d) to investigate the perceptions towards the Islamic
advertising criteria among the customers of the Shariah Banking Institute. This study
was conducted in two phases, namely, the theoretical phase that covered the first two
research objectives and the empirical phase that involved the remaining two research
objecives. The Islamic Advertising Standard was formulated based on three
components, namely, relationships towards Allah the Almighty, relationships among
man, and relationships towards the environment, and was founded on the principles
of Tauhid, Islamic morals, Islamic jurisprudence, and justice. There are no direct
mentions of adversiting in the Qur’an or in the collection of the Hadiths so the
criteria for the standards were derived from the principles of Islamic communication
and dakwah, as well as the documented business practices of Rasulullah SAW. Four pinciples were derived from the review of Islamic literature and from these four
criteria for the ideal Islamic Advertising Standard were identified, namely, visual
appearance, tone and language, advertising message, and advertiser responsibility
and obligations. From the four criteria, 22 dimensions were extracted and guided by
these, 62 items were consructed for the survey instrument. The second phase of the
study involved 450 respondents who were registered customers of the Shariah
Banking Institute in Banda Aceh, Indonesia. Data were analysed using descriptive
statistics, factor analysis, and ANOVA. From the initial formulation of 4 criteria, 22
dimensions and 62 items, only 3 criteria covering 14 dimensions and 21 items
factored out significantly. The three criteria were visual appearance (with 18.69%
variance explained), advertising message (with 8.29% variance explained) and
advertiser responsibility (with 5.73% variance explained). Perceptions towards the
criteria were positive and high and that there were no significant differences for these
preceptions by the demographic factors. These findings support the adoption of the
Islamic Advertising Standard and its accompanying instrument with more emphasis
to be given for the criteria of visual appearance.
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Keywords
Banking , Advertising, Religious aspects