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All Journal El-Barka: Journal of Islamic Economics and Business Journal of Islamic Economics and Finance Studies
Suraya, Ismi
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Religion Economics, Econometrics & Finance Social Sciences

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Influencer Marketing Strategy in Sharia Marketing: A Review from the Perspective of Ethics and Sharia Values Suraya, Ismi; Zulfikar, Faisal
El-Barka Journal of Islamic Economics and Business Vol. 8 No. 1 (2025)
Publisher : El-Barka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21154/elbarka.v8i1.11301

Abstract

A common form of digital marketing today involves promoting products through influencer marketing strategies, carried out by individuals known as influencers. However, the application of influencer marketing often fails to align with Islamic ethical values, as seen in the lack of transparency or honesty, promotion of non-halal products, inadequate product descriptions, exaggerated claims, and the inappropriate appearance or attire of some influencers. These issues can lead to legal disputes and leave consumers feeling harmed. Therefore, clear guidance on the ethical conduct and behavior of influencers is essential. This study applies the Stimulus-Organism-Response (S-O-R) theory and uses a qualitative method with a descriptive approach. The data is composed of written words drawn from in-depth phenomena within the relevant context. Secondary data sources include books, academic journals, websites, and online resources. The findings reveal that influencer marketing is effective in building trust and enhancing marketing outcomes. Its effectiveness increases when aligned with sharia principles, such as honesty, transparency, and the promotion of halal and beneficial products. Consumer responses are heavily influenced by the ethics and values demonstrated by the influencer. Hence, in sharia-based marketing, influencers serve not only as promotional agents but also as representatives of Islamic values, contributing to transactions that yield not just economic benefits but also positive social and spiritual impacts.
Optimizing Digital Entrepreneurship Interest Among University Students: The Impact of SEHATI Program and Halal Certification in The Age of Social Media Suganda, Asep Dadan; Nawawi, Ma'mun; Suraya, Ismi
Journal of Islamic Economics and Finance Studies Vol 5 No 1 (2024): JIEFeS, June 2024
Publisher : Universitas Pembangunan Nasional Veteran Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47700/jiefes.v5i1.6672

Abstract

The university is committed to developing digital entrepreneurship among students, which is realized through concrete efforts in the classroom by integrating entrepreneurial and Sharia business learning and e-commerce and outside the classroom with digital marketing training programs for students. Despite having interest and potential in digital entrepreneurship, students may face limited access and knowledge related to the halal certification process. The SEHATI program, which offers free halal certification, can be a solution to overcome these barriers. However, the effectiveness of this program in increasing students' interest in digital entrepreneurship still needs to be investigated. This research was conducted to determine the influence of the free halal certification program (SEHATI) and social media on students' interest in digital entrepreneurship. This study uses descriptive analysis with a quantitative approach. Data collection is based on surveys and other relevant sources measuring digital entrepreneurial interest, participation in the halal certification program, and the level of social media use. Then, the multiple linear regression model is used with Significance Tests using T-test and F-test. The research results show that the SEHATI program and social media significantly influence students' interest in digital entrepreneurship both partially and simultaneously
Co-Authors ASEP DADAN SUGANDA Nawawi, Ma'mun Zulfikar, Faisal