Kriteria-Kriteria Periklanan Dari Perspektif Islam: Analisis Persepsi Pengguna Institusi Perbankan Syariah Di Banda Aceh, Indonesia
| dc.contributor.author | Teuku Meldi Kesuma | |
| dc.date.accessioned | 2017-01-12T06:46:15Z | |
| dc.date.available | 2017-01-12T06:46:15Z | |
| dc.date.issued | 2015-08 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/3420 | |
| dc.subject | Banking | en_US |
| dc.subject | Advertising, Religious aspects | en_US |
| dc.title | Kriteria-Kriteria Periklanan Dari Perspektif Islam: Analisis Persepsi Pengguna Institusi Perbankan Syariah Di Banda Aceh, Indonesia | en_US |
| dc.type | Thesis | en_US |