Teuku, Meldi Kesuma
(2015)
Kriteria-Kriteria Periklanan Dari
Perspektif Islam: Analisis Persepsi
Pengguna Institusi Perbankan Syariah
Di Banda Aceh, Indonesia.
PhD thesis, Universiti Sains Malaysia.
Abstract
Pengiklanan adalah satu komponen penting dalam pemasaran kerana ia
menyampaikan maklumat dan pilihan kepada pengguna sasaran dalam
mempromosikan jualan produk dan perkhidmatan. Walau bagaimanapun,
kebanyakan iklan di negara-negara Islam diasaskan pada reka bentuk dan paradigma
Barat yang tidak mematuhi nilai-nilai Islam. Oleh itu, sementara yang bercadang
untuk menggalakkan periklanan Islam atau produk yang patuh syari’ah seperti
Institusi Perbankan Syari’ah (IPS) iklan telah menggalakkan keruntuhan moral
dikalangan umat Islam. Isu ini boleh diselesiakan dengan menggunakan Periklanan
Perspektif Islam (PPI). Oleh itu, objektif kajian ini ialah a) mengenal pasti prinsip
PPI; b) menganalisis dan membentuk kriteria-kriteria PPI; c) menganalisis persepsi
pengguna IPS di Banda Aceh, Indonesia terhadap kriteria-kriteria PPI, dan d)
merumus arah dan kekuatan hubungan antara kriteria-kriteria PPI dengan persepsi
pengguna IPS di Banda Aceh, Indonesia. Kajian ini dibahagi kepada dua fasa iaitu
bersifat teoretikal dan empirikal.
Advertising is an important component of marketing as it delivers
information and choices to target consumers in promoting sales of selected products
and services. However, most advertisements in Muslim countries are founded on
western message design paradigms which are not Islamic values compliant. Hence,
while intending to promote Islamic- or Shariah-compliant products such as the
services of the Shariah Banking Institute (IPS) these advertisements were tacitly
encouraging moral decay among Muslims. This issue can be resolved with the
adoption of an Islamic Advertisng Standard (PPI). Thus, the objectives of this study
were a) to define the principles of the Islamic Advertising Standard; b) to develop the
components and criteria for the Islamic Advertising Standard; c) to validate the
criteria and its instrument; and d) to investigate the perceptions towards the Islamic
advertising criteria among the customers of the Shariah Banking Institute. This study
was conducted in two phases, namely, the theoretical phase that covered the first two
research objectives and the empirical phase that involved the remaining two research
objecives.
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