Kriteria-Kriteria Periklanan Dari Perspektif Islam: Analisis Persepsi Pengguna Institusi Perbankan Syariah Di Banda Aceh, Indonesia

• Main Author: Teuku, Meldi Kesuma
• Format: Thesis
• Language: English
• Published: 2015
• Subjects: P87-96 Communication. Mass media
• Online Access: http://eprints.usm.my/32088/1/Teuku_Meldi_Kesuma.pdf; http://eprints.usm.my/32088/

Pengiklanan adalah satu komponen penting dalam pemasaran kerana ia menyampaikan maklumat dan pilihan kepada pengguna sasaran dalam mempromosikan jualan produk dan perkhidmatan. Walau bagaimanapun, kebanyakan iklan di negara-negara Islam diasaskan pada reka bentuk dan paradigma Barat yang tidak mematuhi nilai-nilai Islam. Oleh itu, sementara yang bercadang untuk menggalakkan periklanan Islam atau produk yang patuh syari’ah seperti Institusi Perbankan Syari’ah (IPS) iklan telah menggalakkan keruntuhan moral dikalangan umat Islam. Isu ini boleh diselesiakan dengan menggunakan Periklanan Perspektif Islam (PPI). Oleh itu, objektif kajian ini ialah a) mengenal pasti prinsip PPI; b) menganalisis dan membentuk kriteria-kriteria PPI; c) menganalisis persepsi pengguna IPS di Banda Aceh, Indonesia terhadap kriteria-kriteria PPI, dan d) merumus arah dan kekuatan hubungan antara kriteria-kriteria PPI dengan persepsi pengguna IPS di Banda Aceh, Indonesia. Kajian ini dibahagi kepada dua fasa iaitu bersifat teoretikal dan empirikal. 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.