Penerapan Prinsip Ekonomi Islam melalui Marketing Communication sebagai Upaya Membangun Trust di Majalah Sahabat Lagzis

Mohd Haramen (Institut Agama Islam Muhammad Azim)
Novriana Dewi
Salmia
Irwansyah
Hambali

Komsospol
Vol 6 No 2 (2026): Volume 6 Nomor 2 Tahun 2026

The application of Islamic economic principles in marketing communication provides an ethical foundation for building trust between social and religious organizations and the communities they serve. Sahabat Magazine, published by Lagzis Peduli Foundation, integrates Islamic preaching (da'wah) with communication about zakat, donations, and social assistance for underprivileged communities. Lagzis Peduli is a humanitarian and religious foundation established independently in 1999 by five alumni of the Faculty of Agriculture at Brawijaya University, Malang, who had previously managed an on-campus zakat institution. The foundation focuses on community empowerment in health, education, economic development, and other aspects of social life, emphasizing independence and professionalism. As a family-oriented publication, Sahabat Magazine serves as a medium for communicating Islamic values, encouraging charitable participation, and strengthening public awareness of social responsibility. By October 2026, the magazine had reached its 142nd edition. The foundation also engages young people through the Sahabat Muda community, which provides another context for social interaction and participation. Within this framework, marketing communication is understood not merely as a promotional activity but as a means of implementing Islamic economic values in the communication of social and religious programs. Honesty (shiddiq), trustworthiness (amanah), justice, transparency, and public benefit (maslahah) provide ethical principles for delivering accurate information, communicating donation objectives, and maintaining accountability toward donors. These principles are relevant to building trust because public willingness to contribute zakat and donations depends partly on confidence in the information provided and the institution receiving the funds. A qualitative descriptive approach, using interviews, observation, and documentation, can examine how these principles are reflected in the magazine's content and marketing communication practices. Integrating Islamic economic principles into marketing communication positions ethical responsibility as a foundation for institutional credibility and sustainable relationships with readers, donors, and the wider community.