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All Journal Jurnal Komunikasi MediaTor: Jurnal Komunikasi Mediator Komunikator PRofesi Humas Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Jurnal ASPIKOM Jurnal Integrasi Kesehatan dan Sains Jurnal Visi Komunikasi Jurnal Riset Jurnalistik dan Media Digital Jurnal Riset Manajemen Komunikasi Bandung Conference Series: Communication Management Bandung Conference Series: Public Relations Bandung Conference Series: Journalism Jurnal Pendidikan dan Pengabdian Masyarakat Jurnal Media Pengabdian Komunikasi MIMBAR : Jurnal Sosial dan Pembangunan CHANNEL: Jurnal Komunikasi Annaba: Jurnal Ilmu Jurnalistik Proceedings of Jogjakarta Communication Conference (JCC)
Rini Rinawati
Bidang Kajian Manajemen Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung
Religion Arts Humanities Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Four Pillars of Islamic Marketing Communication Ethics: A Case Study of @jsrstore on Instagram Yuristia Wira Cholifah; Atie Rachmiatie; Rini Rinawati; Aditya Eko Adrianto
CHANNEL: Jurnal Komunikasi Vol. 13 No. 2 (2025): CHANNEL: Jurnal Komunikasi 27th Edition
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/channel.v13i2.1680

Abstract

Social media has become a space where brands express Islamic values to build trust and authenticity, raising new ethical questions about the boundary between sincere spirituality and commercial exploitation. This study investigates the ethical discourse of Islamic marketing communication on Instagram through a case study of @jsrstore, the official store of Dr. Zaidul Akbar, a prominent figure in Indonesia’s Islamic wellness movement. Drawing on Kartajaya and Sula’s four-pillar framework of Islamic marketing (teistic, ethical, realistic, and humanistic), the research analyzes how these principles are linguistically and discursively enacted in caption texts and audience interactions. Employing virtual ethnography and qualitative content analysis of 20 Instagram posts, complemented by interview data, the study reveals that @jsrstore consistently embeds spiritual intentionality (niyyah), truthfulness (ṣidq), transparency, and relational care into its digital narratives. This integration transforms commercial messaging into a form of digital da’wah, fostering trust, emotional resonance, and perceived authenticity among Muslim consumers. The findings advance Islamic communication theory by proposing a discourse-based model that transcends symbolic religiosity, demonstrating how ethical values can be performatively realized in social media branding while offering practical insights for marketers seeking to align digital engagement with Islamic ethics in Muslim-majority contexts.
Co-Authors Abdullah, Sandi Ibrahim Aditya Eko Adrianto Adiva Vanka Tamika Afra Cholisul Anggraini Ajeng Muktiwidari Alisya Sakinah Ani Yuningsih Anita Asmara Anne Ratnasari Annisa Shafira Nurvadila Arbaiyah Satriani Arli Nursiwan Atie Rachmiatie Dedeh Fardiah Deska Muhammad Ghifari Hermulya Eva Rufaida Rahman Ferry Darmawan Hadnansyah, Edwan Ike Junita Triwardhani Ionis Dui Kusumawangi Iska Nur Indira Dewi Kinanti Novinka Kistia Rindika Kurnia Lucky Mutia Umar Nadiyatul Hasanah Ma'ruf Nayla Rachmi Nia Kurniati Nihayah, Izzatin O Hasbiansyah Oji Kurniadi Oji Kurniadi Pranasakya Ananda Gilang Umbara Putri Syifa Rabbani, Nabil Rifan Rahmadian Rifky Ariq Septiardi Rifqi Abdul Ristianto Riza Al Ghifari Suseno Rizkayanti Mariva Robby waluya nurdiansyah Sakti Ahmad Fajri Salman Alfarisyi Lesmana Salwa Tsana Shabira Sandi Ibrahim Abdullah Sania Wahyuni Sofia Rizki Irma Supaat, Viky Edya Martina Tresna Wiwitan Vianqa Azizah Vigor M. Loematta Yuristia Wira Cholifah Yuristia Wira Cholifah