Rini Aena Sari, - (2020) PERANAN ISLAMIC MARKETING ETHICS DALAM MENINGKATKAN BRAND CREDIBILITY (Studi pada Konsumen Produk Halal Network International PT HPAI). S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pada saat ini, obat-obatan halal diperkirakan telah menyumbangkan hampir sepertiga dari total pendapatan pasar halal global. Hal tersebut didukung oleh populasi masyarakat muslim yang semakin berkembang, serta kredibilitas merek yang dibangun perusahaan. Namun, PT HPAI sebagai perusahaan Halal Network di Indonesia memiliki kredibilitas yang masih rendah. Hal ini dikarenakan mengingat HPAI ini merupakan bisnis Halal Network di Indonesia yang terbilang masih baru. Berdasarkan penelitian sebelumnya brand credibility dapat dipengaruhi oleh sidq, amanah, an-nasihah, dan at-tasamuh. Maka dari itu penelitian ini bertujuan untuk menganalisis dan memprediksi pengaruh sidq, amanah, an-nasihah, dan at-tasamuh terhadap brand credibility. Yang menjadi populasi dalam penelitian ini yaitu member aktif HNI PT HPAI diseluruh Indonesia. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan jenis sampling yang digunakan adalah convenience sampling sebanyak 100 orang. Metode yang digunakan dalam penelitian ini adalah kausal dengan pendekatan kuantitatif. Adapun teknik analisis data yang digunakan adalah Patrial Least Square- Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukan bahwa amanah dan an-nasihah berpengaruh secara positif dan signifikan terhadap brand credibility. Sedangkan sidq dan at-tasamuh tidak berpengaruh terhadap brand credibility. Penelitian ini diharapkan mampu menjadi acuan, khususnya bagi seorang pengusaha maupun sebuah perusahaan dalam mengoptimalkan pelaksanaan etika pemasaran yang sesuai dengan syari’at Islam, sekaligus meningkatkan penerapan nilai-nilai Islam seorang pengusaha dalam upaya meningkatkan brand credibility (kredibilitas merek) perusahaannya. Kata Kunci : Sidq, amanah, an-nasihah, at-tasamuh, brand credibility, member aktif HNI PT HPAI di seluruh Indonesia Rini Aena Sari (1500530) “Islamic Marketing Ethic’s Impact in Order to Increasing Brand Credibility (Case Study on Halal Network International Customer of PT HPAI” under the guidance of Prof. Dr. H. Agus Rahayu, M.P dan Dr. Juliana, S.Pd., M.E Sy. ABSTRACT At present, halal medicines are estimated to have contributed almost one third of the total global halal market revenue. This is supported by the growing Muslim population, as well as the brand credibility the company builds. However, PT HPAI as a Halal Network company in Indonesia has low credibility. This is because the HPAI is a Halal Network business in Indonesia which is relatively new. Based on previous research, brand credibility can be influenced by SIDQ, Amanah, An-Nasihah, and At-Tasamuh. Therefore this study aims to analyze and predict the effect of sidq, mandate, an-nasihah, and at-tasamuh on brand credibility. The population in this study are active members of PT HPAI HNI throughout Indonesia. The sampling technique used was non-probability sampling with the type of sampling used was convenience sampling of 100 people. The method used in this study is causal with a quantitative approach. The data analysis technique used is Patrial Least Square Structural Equation Modeling (PLS-SEM). The results showed that trust and an-Nasihah had a positive and significant effect on brand credibility. While sidq and at-tasamuh have no effect on brand credibility. This research is expected to be a reference, especially for an entrepreneur and a company in optimizing the implementation of marketing ethics in accordance with Islamic sharia, while increasing the application of an entrepreneur's Islamic values in an effort to increase the company's brand credibility. Keyword : Sidq, amanah, an-nasihah, at-tasamuh, brand credibility, active member of PT HPAI HNI throughout Indonesia
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No panggil : S EKI RIN p-2020; NIM :1500530 |
| Uncontrolled Keywords: | Sidq, amanah, an-nasihah, at-tasamuh, brand credibility, member aktif HNI PT HPAI di seluruh Indonesia Sidq, amanah, an-nasihah, at-tasamuh, brand credibility, active member of PT HPAI HNI throughout Indonesia |
| Subjects: | H Social Sciences > HC Economic History and Conditions L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Ilmu Ekonomi dan Keuangan Islam |
| Depositing User: | Rini Aena Sari |
| Date Deposited: | 21 Sep 2020 06:54 |
| Last Modified: | 21 Sep 2020 06:54 |
| URI: | http://repository.upi.edu/id/eprint/53842 |
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