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All Journal Abdi Seni CHANNEL: Jurnal Komunikasi
Aditya Eko Adrianto
Institut Seni Indonesia Surakarta
Arts Humanities Languange, Linguistic, Communication & Media Social Sciences

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Pengembangan Strategi Pemasaran Digital untuk Meningkatkan Visibilitas Bagi Komunitas Relawan Gemar Sedekah Aditya Eko Adrianto; Wahid Tuftazani Rizqi; Yohanes De Britto Wirajati
Abdi Seni Vol. 16 No. 2 (2025)
Publisher : Institut Seni Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33153/abdiseni.v16i2.7627

Abstract

In the rapidly evolving digital era, the use of digital marketing strategies has become an urgent necessity for social institutions such as Relawan Gemar Sedekah to enhance visibility and donation support. By employing an approach that integrates fine art elements, this community engagement initiative aims to implement effective digital marketing strategies to improve public understanding of the institution's mission and values, as well as to motivate society to participate in charitable activities. By analyzing public perception and responses toward fine art-based content presented in digital marketing campaigns, this initiative can develop more impactful and measurable strategies. The targeted outcomes include the development of a practical guide for digital marketing using a fine art approach, increased online visibility for Relawan Gemar Sedekah, and a rise in the number and frequency of donations received. Therefore, it is expected that this initiative will contribute significantly to strengthening the position of social institutions in an increasingly complex and competitive digital landscape, while also amplifying their positive impact in aiding those in need of assistance. Keywords: Digital marketing, fine arts, strategy, contribution, visibility
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 Atie Rachmiatie Rini Rinawati Wahid Tuftazani Rizqi Yohanes De Britto Wirajati Yuristia Wira Cholifah