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All Journal DIGIBE: Digital Business and Entrepreneurship Journal Business, Accounting and Management Journal
Saripermanik Budayanti
Universitas AMIKOM Purwokerto
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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STRATEGI PEMASARAN BERBASIS BUDAYA DAN SYARIAH: PENGGUNAAN SIMBOL JAWA DALAM BRANDING PRODUK MUSLIM: Culture and Sharia-Based Marketing Strategies: The Use of Javanese Symbols in Muslim Product Branding Saripermanik Budayanti
Business, Accounting and Management Journal Vol. 3 No. 02 (2025): Business, Accounting and Management Journal
Publisher : tesco publisher

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Abstract

This study aims to explore the effectiveness of marketing strategies that integrate Javanese cultural visual identity with sharia principles in the Muslim product industry, particularly batik. Amidst the currents of globalization and the dominance of Middle Eastern Islamic symbolism, there is an urgency to understand how local wisdom can synergize with halal labels to attract local consumers. This study uses a qualitative case study approach in batik industry centers in Central Java. Data were collected through in-depth interviews, participant observation of branding materials, and document analysis. The results show that: (1) The combination of Javanese symbols (such as Gunungan, Kawung motifs) with calligraphy or halal labels creates a perception of "Islamic Javanese Authenticity" that increases consumer trust; (2) This branding strategy is not merely a promotional tool, but a manifestation of the values ​​of mutual cooperation adopted by the industrial cluster, where competition is reduced by the ethics of mutual assistance; and (3) The integration of Islamic values ​​and local culture creates a sustainable competitive advantage that is difficult for imported products to imitate. This study makes a theoretical contribution to the Islamic marketing literature by proposing that congruence between cultural and religious symbols strengthens brand loyalty in collectivist societies.
ANALISIS PEMASARAN DIGITAL, E-WOM DAN CITRA MERK SEBAGAI DETERMINAN KEPUASAN PELANGGAN Saripermanik Budayanti; Wely Hadi gunawan
Digital Business and Entrepreneurship Journal Vol. 4 No. 1 (2026): Digital Business and Entrepreneurship Journal
Publisher : PRODI BISNIS DIGITAL FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v4i1.478

Abstract

Penelitian ini dilatarbelakangi oleh fenomena penurunan penjualan produk Facial Wash Wardah Lightening selama tiga tahun terakhir, yaitu pada periode 2021 hingga 2023, di beberapa toko swalayan di Kabupaten Banyumas. Kondisi tersebut mengindikasikan adanya pertumbuhan penjualan yang negatif dan mengarah pada permasalahan kepuasan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, electronic word of mouth, dan citra merek terhadap kepuasan pelanggan produk Facial Wash Wardah Lightening di Kabupaten Banyumas. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian terdiri atas 100 responden yang merupakan pengguna produk Facial Wash Wardah Lightening di Kabupaten Banyumas. Instrumen penelitian berupa kuesioner yang disebarkan secara daring melalui media formulir elektronik. Teknik analisis data dilakukan menggunakan perangkat lunak statistik SPSS versi 22. Hasil penelitian menunjukkan bahwa digital marketing, electronic word of mouth, dan citra merek secara simultan berpengaruh positif terhadap kepuasan pelanggan. Secara parsial, digital marketing dan citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan, sedangkan electronic word of mouth tidak berpengaruh signifikan terhadap kepuasan pelanggan. Temuan ini menunjukkan bahwa optimalisasi strategi digital marketing dan penguatan citra merek memiliki peranan penting dalam meningkatkan kepuasan pelanggan. Penelitian ini merekomendasikan agar perusahaan lebih fokus pada pengelolaan pemasaran digital dan konsistensi citra merek guna meningkatkan kepuasan dan keberlanjutan produk di pasar.
Co-Authors Wely Hadi Gunawan