Da’wah in Household Product Advertisements: A Reception Study of Islamic Values in Nawaitu Sahaja TV Advertisements

https://doi.org/10.22146/jh.69678

Rahmania Santoso(1), Desi Dwi Prianti(2*)

(1) Master Program of Communication Science, Brawijaya University
(2) Centre for Culture and Frontier Studies, Brawijaya University
(*) Corresponding Author

Abstract


In Indonesian contemporary society, spirituality and religion can be used to create Islamic brand identities. In order to promote the intended identity, marketers use advertisements to reach their target audience. Sahaja, an Indonesian brand of home care products, uses Islamic identity as part of their strategic communication. Using their Nawaitu Sahaja advertisements, they promote the da’wah (promotion of Islam) message. This research aimed to examine how a Muslim audience receives the Islamic da’wah used by Nawaitu Sahaja. To understand how audiences, receive the Islamic values portrayed in the Nawaitu Sahaja advertisements, seven women who are part of Nasyiatul Aisyiyah – an Islamic women’s organis ation – were interviewed in 2021. In order to promote their products, Nawaitu Sahaja advocates the importance of making a clean and hygienic home as part of one’s Islamic values. Baiti Jannati ("my home is my heaven") is the main message in these advertisements. Using Stuart Hall’s reception analysis, this research found different reading positions. Such reading positions were influenced by the audience's views on the message of Islamic values. Participants’ interpretations of the da’wah message in the Nawaitu Sahaja advertisements was found to be dominant. Using Islamic messages in advertisements is thus one way of engaging with consumers and encouraging them to purchase the products therein.

Keywords


Islamic Message; Ad Impressions; Islamic Ad; Audience Reception; Islamic Behavior

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References

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Barthes, Roland. 2007. Membedah Mitos-Mitos Budaya Massa: Semiotika atau. Sosiologi Tanda, Simbol dan Representasi. Yogyakarta: Jalasutra.

Bukhari, S. N. Z., & Isa, S. M. (2019). Islamic branding: insights from a conceptual perspective. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-02-2018-0035

Diamant, J. (2019). The countries with the 10 largest Christian populations and the 10 largest Muslim populations. Pew Research Center.

Floren, J., Rasul, T., & Gani, A. (2019). Islamic marketing and consumer behaviour: a systematic literature review. Journal of Islamic Marketing, 2017. https://doi.org/10.1108/JIMA-05-2019-0100

Greenberg, B. S., & Salwen, M. B. (2014). Mass communication theory and research: Concepts and models. In An integrated approach to communication theory and research (pp. 75–88). Routledge.

Hall, S. (2006). The Origins of Cultural Studies. Media Education Foundation. https://www.mediaed.org/transcripts/Stuart-Hall-the-Origins-of-Cultural-Studies-Transcript.pdf

Hidayat, Nur. (2013). Akhlak TaSawuf. Yogyakarta: Ombak.

Husna, A. (2019). Komodifikasi Agama: Pergeseran Praktik Bisnis dan Kemunculan Kelas Menengah Muslim. Jurnal Komunikasi Global, 7(2), 227–239. https://doi.org/10.24815/jkg.v7i2.12050

Industri Halal untuk Semua - Analisis Data Katadata. (2020).

Jasad, U. (2011). Dakwah dan Komunikasi Transformatif, Mencari Titik Temu Dakwah dan Realitas Sosial Ummat. Aalauddin University Press.

Kamili, S. M. bin A. al. (2017). Media islam Salafiyyah, Ahlusunnah wal jamma’ah.

Karoui, S., & Khemakhem, R. (2019). Factors affecting the Islamic purchasing behavior – a qualitative study. Journal of Islamic Marketing, 10(4), 1104–1127. https://doi.org/10.1108/JIMA-12-2017-0145

Kesuma, teuku meldi. (2012). Prinsip dan kriteria ISPO. Department of Management, 1(1), 59–82.

Morissan. (2013). Teori Komunikasi: Individu Hingga Massa. Jakarta: Kencana.

Naseri, A. & Tamam, E. (2012). Impact of Islamic ReligiousSymbol in Producing Favorable Attitude Toward Advertisement, The Public Administration and Social Policies Review. 8.

Nata, Abuddin., Abdillah, Suwiro Masykuri & Arief, A. (2005). Integrasi Ilmu Agam Dan Ilmu Umum. PT Raja Grafindo Persada.

Pujarama, Widya & Yustisia, I. R. (2020). Aplikasi MEtode Analisis Resepsi untuk Penelitian Gender dan Media (Edisi PErt). UB Press.

Rahmani, Zeino’abedin, E. a. (2013). Modeling The Effectiveness of Ad Effectiveness Message Through Focusing on Islamic Beliefs in an Islamic Market. Advances in Environmental Biology.

Rizki, A. M. (2015). Advertising as A Marketing Communication. International Research Journal of Management, IT and Social Sciences, 2(5), 23–25.

Somantri, G. (2018). Aspek Islamic Branding Dalam Keputusan Pembelian Produk Kosmetik Mahasiswa Universitas Muhammadiyah Yogyakarta Dengan Religiusitas Sebagai Variabel Moderasi. New England Journal of Medicine, 372(2), 2499–2508.

Syahputra, Is. (2017). Paradigma Komunikasi Profetik; Gagasan dan Pendekatan. Simbiosa Rekatama Media.

Syuhud, A. F. (2018). Ahlussunnah Wal Jamaah: Islam Wasathiyah, Tasamuh, Cinta Damai. A. Fatih Syuhud.

Wahyudi, D. (2017). Pengantar Akidah Akhlak dan Pembelajarannya. Lintang Rasi Aksara Books.



DOI: https://doi.org/10.22146/jh.69678

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