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All Journal Jurnal Portofolio: Jurnal Manajemen dan Bisnis
Harry Zacharias Soeratin
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional “Veteran” Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Transformasi Pemasaran Berbasis Homo Islamicus dan Homo Pancasilaus: Perspektif Kritis Harry Zacharias Soeratin
Jurnal Portofolio : Jurnal Manajemen dan Bisnis Vol. 5 No. 3 (2026): Pengembangan UMKM Dalam Peningkatan Ekonomi Negara
Publisher : Prisani Cendekia

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Abstract

This article develops a critical conceptual framework for transforming marketing in Indonesia from a homo economicus orientation toward homo Islamicus and homo Pancasilaus. The study applies critical literature analysis to thirteen scholarly sources on consumerism, sustainable marketing, Islamic economic agency, Pancasila-based economic thought, and qualitative critical inquiry. The analysis identifies three structural limitations of market-centric marketing: the reduction of human beings to utility maximizers, the normalization of hyper-consumption, and the displacement of social, ecological, and spiritual accountability. In response, the article proposes an integrative framework consisting of five principles: transcendental responsibility, human dignity, social solidarity, deliberative participation, and distributive-ecological justice. These principles are translated into marketing governance, value proposition, communication, exchange, and performance evaluation. The proposed transformation does not reject markets or profitability; it repositions them as instruments serving human flourishing, public welfare, and environmental sustainability. The framework contributes a contextually grounded alternative for Indonesian marketing scholarship and offers an actionable basis for future critical action research involving marketers, consumers, academics, and religious scholars.
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