SHARIA PERCEIVED VALUE DALAM KONTEKS MANAJEMEN PEMASARAN:SUATU TINJAUAN KONSEPTUAL
Kata Kunci:
sharia perceived value, konsumen muslim, pemasaranAbstrak
Artikel ini membahas konsep sharia perceived value dalam konteks manajemen pemasaran, dengan fokus pada pentingnya nilai-nilai syariah bagi konsumen Muslim. Dalam beberapa dekade terakhir, permintaan terhadap produk dan layanan yang sesuai dengan prinsip syariah meningkat seiring dengan pertumbuhan populasi Muslim di seluruh dunia. Sharia perceived value mencakup tidak hanya aspek fungsional dan emosional, tetapi juga dimensi etis dan spiritual yang mendalam. Penelitian ini mengidentifikasi enam dimensi kunci dari nilai yang dipersepsikan menurut syariah, termasuk nilai emosional dan sosial, serta atribut fisik dan non-fisik Islami. Dengan menggunakan pendekatan analisis konseptual dan tinjauan literatur, artikel ini menyoroti tantangan yang dihadapi perusahaan dalam menerapkan strategi pemasaran yang sensitif terhadap nilai-nilai syariah. Hasil analisis menunjukkan bahwa pemahaman yang mendalam tentang nilai yang dipersepsikan menurut syariah dapat membantu perusahaan merancang strategi pemasaran yang lebih efektif, meningkatkan loyalitas konsumen, dan memperkuat hubungan dengan pasar Muslim. Penelitian ini memberikan wawasan berharga bagi praktisi dan akademisi dalam mengembangkan strategi pemasaran yang relevan dalam konteks syariah.
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