IQTISHADUNA

TRANSFORMASI DIGITAL MARKETING SYARIAH NU ONLINE DALAM MEMBANGUN BRAND AWARENESS DAN ENGAGEMENT: STUDI KASUS DI ERA DISRUPSI 5.0

Nurul Fadilah, Cecep Castrawijaya — Mon, 22 Dec 2025 00:00:00 +0700

The 5.0 Disruption Era has brought about significant changes in communication patterns and da'wah strategies, requiring religious organizations to adapt to digital technology without compromising Islamic values. NU Online, as the official media platform of PBNU, has leveraged these developments to expand its da'wah reach, yet continues to face content competition and challenges in maintaining public trust. This study aims to analyze the digital marketing transformation of NU Online in building brand awareness and audience engagement, including the application of Islamic Digital Marketing, brand awareness achievements, audience engagement levels, as well as supporting factors, barriers, and strategic implications in the Society 5.0 era. The study employs a qualitative approach with a case study based on literature review and content observation on NU Online platforms (website, Instagram, YouTube, TikTok, Facebook). Analysis is conducted using thematic analysis techniques grounded in the theories of Islamic Digital Marketing, Brand Equity Model, Engagement Marketing, and Society 5.0. The results indicate that NU Online consistently implements halal branding, information transparency, and Islamic communication ethics, thereby strengthening its digital identity, enhancing brand recognition and recall, and fostering audience engagement in line with the AIDA model. This success is supported by NU's reputation, digital infrastructure, and community networks, despite challenges such as limited digital literacy, algorithm changes, and information noise.

ANALISIS PARADIGMA POSITIVISME, KRITIS, KONSTRUKTIVISME SERTA PENERAPANNYA DALAM EKONOMI ISLAM

Weni Ristia Ulandari, Ismail Ismail — Mon, 22 Dec 2025 00:00:00 +0700

The development of knowledge is greatly influenced by paradigms that serve as frameworks for ways of thinking in viewing the world realistically, seeking knowledge, and conducting research. In economics and social sciences, three commonly used paradigms are positivism, critical, and constructivism. Each existing paradigm has different characteristics to explain phenomena. In Islamic economics, it is very important to use an appropriate paradigm because it will influence the direction of theory development and practice based on Sharia. The purpose of this study is to explain the meaning and characteristics of the positivist, critical, and constructivist paradigms, analyze the differences among the three paradigms in terms of ontology, epistemology, and methodology, and provide examples of the application of these three paradigms in Islamic economics. The method used in this study employs a descriptive qualitative approach with a library research method. Data was collected and reviewed from various sources including books, scientific journals, and articles related to paradigms and their application in Islamic economics. Then, the data was analyzed descriptively. The results of this study found that the three paradigms have fundamental differences. Positivism views reality as something objective and measurable, uses quantitative methods, and seeks cause-and-effect relationships. The critical paradigm sees reality as shaped by power and ideology, aims for social emancipation, and uses participatory and reflective qualitative methods. The constructivist paradigm views reality as something subjective and socially constructed, emphasizes understanding meaning, and uses interpretive qualitative methods. Examples in Islamic economics include quantitative analysis of Sharia stock indices (positivism), critical analysis of usury (critical), and studies on building economic literacy (constructivism).

SEJARAH PERADABAN DAN PEMIKIRAN EKONOMI (BISNIS) PERIODE DUA (AL-GHAZALI 451-505 H/1055-1111 M DAN IBNU TAIMIYAH 661-728 H/1263-1328 M)

Juita Selta Opita Sari, Ismail Ismail — Mon, 22 Dec 2025 00:00:00 +0700

Abstract: This paper focuses on two great Islamic figures in Period Two, namely Imam Al-Ghazali and Ibnu Taimiyah, who made significant contributions to the economic and business systems and activities. Background: The second period of Islamic economic thought, marked by great philosophers and scholars, systematically formulated economic concepts integrated with moral and Sharia values. Purpose of the study: This paper aims to specifically and deeply examine the economic systems and activities formulated by Al-Ghazali and Ibnu Taimiyah, and their relevance to contemporary business practices. Method: The study analyzes the thoughts of Al-Ghazali (focusing on Maslahah, exchange, production, money evolution, and market ethics) and Ibnu Taimiyah (focusing on price mechanism, anti-monopoly, transaction classification, and monetary policy). Result: Al-Ghazali viewed economic activity as a social obligation (Fardhu Kifayah) founded on the concept of Maslahah, emphasizing ethical markets and condemning usury (riba) and hoarding.Conclusions: Both figures provide a fundamental basis for Islamic economics, emphasizing justice, public welfare (maslahah), and morality, which remain highly relevant today.

Keywords: Islamic Economics, Al-Ghazali, Ibn Taimiyah, Maslahah, Market Mechanism.

ANALISIS STRATEGI PEMASARAN PRODUK DALAM PERSPEKTIF EKONOMI ISLAM (STUDI KASUS HALAL NETWORK INDONESIA DI KOTA LUBUKLINGGAU)

Novia Novia, Ikit Ikit, Erwan Iskandar — Tue, 13 Jan 2026 00:00:00 +0700

Abstract: The development of the halal industry in Indonesia demonstrates significant potential alongside the increasing public awareness of halal products that are valued not only for their religious aspects but also for their ethical standards and quality. However, challenges remain in implementing marketing strategies based on Islamic economics, particularly at the local level. This study aims to analyze the marketing strategy of Halal Network Indonesia (HNI) products in Lubuklinggau City from the perspective of Islamic economics, as well as to identify the supporting and inhibiting factors in its implementation. This research employs a descriptive qualitative method grounded in an interpretive-constructivist paradigm. The study was conducted at the HNI Business Center in Lubuklinggau, North Lubuklinggau II District, with research subjects consisting of business owners, employees, and consumers selected through purposive sampling. Data were collected through observation, structured, semi-structured, and unstructured interviews, as well as documentation. Data analysis was carried out using the interactive model of Miles and Huberman, while data validity was ensured through triangulation and the use of reference materials. The findings indicate that HNI’s marketing strategy is aligned with Islamic economic principles, including justice, transparency, honesty, and the avoidance of usury (riba), and integrates personal, community-based, and digital marketing approaches. The study contributes practical implications for the development of halal marketing based on sharia values. The novelty of this research lies in revealing halal network marketing practices as a form of economic da’wah at the local level. The study concludes that HNI’s marketing strategy has sustainable potential, and future research is recommended to adopt quantitative approaches or expand the research scope to broader regions.
Keywords: Halal Marketing Strategy; Islamic Economics; Halal Network Indonesia

Abstrak: Perkembangan industri halal di Indonesia menunjukkan potensi besar seiring meningkatnya kesadaran masyarakat terhadap produk halal yang tidak hanya bernilai religius, tetapi juga etis dan berkualitas. Namun, masih terdapat tantangan dalam implementasi strategi pemasaran berbasis ekonomi Islam, khususnya pada tingkat lokal. Penelitian ini bertujuan menganalisis strategi pemasaran produk Halal Network Indonesia (HNI) di Kota Lubuklinggau ditinjau dari perspektif ekonomi Islam, serta mengidentifikasi faktor pendukung dan penghambat penerapannya. Penelitian ini menggunakan metode kualitatif deskriptif dengan paradigma interpretatif-konstruktivis. Penelitian dilaksanakan di Business Center HNI Lubuklinggau, Kecamatan Lubuklinggau Utara II, dengan subjek penelitian meliputi pemilik usaha, karyawan, dan konsumen yang dipilih secara purposive sampling. Teknik pengumpulan data dilakukan melalui observasi, wawancara terstruktur, semiterstruktur, dan tidak terstruktur, serta dokumentasi. Analisis data menggunakan model interaktif Miles dan Huberman, sedangkan keabsahan data diuji melalui triangulasi dan bahan referensi. Hasil penelitian menunjukkan bahwa strategi pemasaran HNI telah selaras dengan prinsip ekonomi Islam, seperti keadilan, transparansi, kejujuran, dan penghindaran riba, serta memadukan pendekatan personal, komunitas, dan media digital. Implikasi penelitian ini memberikan kontribusi praktis bagi pengembangan pemasaran halal berbasis nilai syariah. Kebaruan penelitian terletak pada pengungkapan praktik pemasaran jaringan halal sebagai sarana dakwah ekonomi di tingkat lokal. Penelitian ini menyimpulkan bahwa strategi pemasaran HNI berpotensi berkelanjutan, dan disarankan penelitian lanjutan dengan pendekatan kuantitatif atau wilayah yang lebih luas.
Kata Kunci: Strategi Pemasaran Halal, Ekonomi Islam, Halal Network Indonesia

STRATEGI PENGELOLAAN ATM BERAS DALAM PEMBERDAYAAN JAMAAH DI MASJID AR-ROHMAH LUBUKLINGGAU

Puspatulah Puspatulah, Muhammad Saleh, Nur Hamidah, Nasution Nasution — Wed, 14 Jan 2026 00:00:00 +0700

Strategi merupakan ilmu tentang perumusan, pelaksanaan dan evaluasi keputusan-keputusan lintas fungsi yang memungkinkan organisasi mencapai tujuannya. strategi dalam pengelolaan ATM beras sangat penting dalam mencapai suatu tujuan. ATM Beras merupakan bagian dari suatu program yang dapat membantu kebutuhan pangan bagi warga yang kurang mampu. Dan suatu program tidak dapat berjalan dengan baik tanpa dikelola dengan tepat. Peran pengurus Masjid sangat diperlukan dalam rangka perencanaan, pengorganisasian, pelaksanaan dan pengawasan program, sehingga tercapainya tujuan awal program ATM Beras gratis. Adapun metode yang digunakan dalam penelitian ini adalah metode penelitian kualitatif kemudian dianalisis menggunakan teknik analisis data kualitatif. dalam penelitian ini menunjukkan bahwa pengelolaan ATM beras dapat menjadi sarana efektif dalam pemberdayaan jamaah. Dalam konteks ini, manajemen pada masjid memainkan peran kunci dalam pengelolaan dan pengawasan operasional ATM beras. Perencanaan, pengorganisasian, serta pelaksanaan dalam kegiatan ini harus direalisasikan secara efektif agar mencapai tujuan kegiatan yang ditetapkan. Keberadaaan ATM beras meningkatkan aksesibilitas, ketersediaan dan distribusi beras kepada jamaah, memberikan kontribusi positif terhadap kesejahteraan masyarakat sekitar masjid. Kemudian juga ditemukannya peluang dan tantangan dalam pengelolaan ATM beras ini. Posisi masjid yang strategis serta adanya jamaah yang berpotensi menjadi donatur menjadikan peluang bagi penelitian ini. Namun, penelitian ini juga mengidentifikasi beberapa hambatan yang di alami, seperti kurangnya donatur yang telah disebutkan dalam karya tulis ini.