The Role of Islamic Marketing Ethics in Improving Brand Credibility
Keywords:
Islamic marketing, Marketing Etich, Brand Credibility, Halal Network International , PT HPAIAbstract
This study aims to analyze the influence of Islamic marketing ethics on brand credibility at the Halal Network International (HNI) company - PT HPAI. The focus of the study includes four main dimensions of Islamic marketing ethics, namely sidq (honesty), amanah (trustworthy), an-nasihah (giving good advice), and at-tasamuh (tolerance), in order to understand their influence on consumer perceptions of brand credibility.
The method used is a survey with an explanatory approach and causal research design. The research sample consisted of 100 respondents who were active members of HNI PT HPAI who were selected through convenience sampling techniques. The data collection instrument used a semantic differential scale questionnaire and was analyzed using Partial Least Square - Structural Equation Modeling (PLS-SEM) through SmartPLS 3.0 software.
The results of the study indicate that the amanah and an-nasihah variables have a positive and significant effect on brand credibility, while sidq and at-tasamuh do not have a significant effect. This finding confirms that consumers value the aspects of responsibility and providing honest information more than literal honesty and tolerance towards competitors.
Implication, this study enriches the literature on the relationship between Islamic marketing ethics and brand credibility in the context of the halal industry. Practically, these results provide input for sharia-based companies to optimize the amanah and educative values in their marketing strategies. The novelty of this study lies in the integration of Islamic marketing ethics dimensions into the brand credibility model using the PLS-SEM approach in the context of MLM-based halal pharmaceutical marketing in Indonesia.
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