Islamic marketing aims to provide balanced satisfaction for consumers and other stakeholders. It’s not just about material satisfaction but also spiritual fulfillment, with the ultimate goal of seeking the pleasure of Allah ﷻ. In practice, Islamic marketing is rooted in strong moral values, where all activities focus not just on financial gain but also on blessings from Allah ﷻ.
There are nine core ethical principles that an Islamic marketer should uphold:
- Spiritual personality (taqwa) – Demonstrating devotion to Allah in every action.
- Good and sympathetic personality (shiddiq) – Being honest and truthful in speech and behavior.
- Fairness in business (al-‘adl) – Prioritizing justice and balance in every business transaction.
- Serving customers with humility (khitmah) – Providing sincere and humble service to clients.
- Always keeping promises and avoiding deceit (tahfif) – Upholding promises and avoiding all forms of dishonesty.
- Honest and trustworthy (amanah) – Maintaining trust and responsibility.
- Avoiding negative assumptions – Steering clear of ill thoughts about others.
- Not slandering others – Refraining from speaking ill of others, including competitors.
- Avoiding bribery (risywah) – Steering clear of any form of bribery or illegal gratification.
Core Principles of Islamic Marketing
In Islamic marketing, all activities related to business development, including marketing, must be based on ethical values that align with the principles of Islamic commercial transactions (akad muamalah Islami). Moreover, marketing should prioritize integrity, honesty, and justice as the foundation for building business relationships. This approach aligns with the principle of habluminallah (maintaining a good relationship with Allah ﷻ), and habluminannas (maintaining harmonious relationships with other people).
Furthermore, marketers who follow Islamic principles will prioritize blessings in every aspect of their business. Not only do they focus on worldly profits but also strive for eternal happiness. This attitude encourages them to work with sincerity and dedication, making integrity a core value that must always be maintained.
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The Exemplary Traits in Islamic Marketing: The FAST Concept
To make it easier to understand, the ideal traits in Islamic marketing can be summarized in the FAST concept:
- F = Fathonah (Intelligent)
Fathonah means being intelligent, both intellectually and emotionally. A smart businessperson understands the intricacies of their business well. They are knowledgeable, have a vision, and are always willing to learn. Entrepreneurs with this trait will continuously innovate and develop themselves to better understand their products or services, adapting them to market needs. Prophet Muhammad ﷺ was known as a successful merchant because of his intelligence in spotting business opportunities and challenges. This trait is something anyone can adopt to effectively market their products or business. - A = Amanah (Trustworthy)
Amanah means being reliable and responsible. In the business world, this trait is crucial to guarantee long-term trust from customers. Trustworthy entrepreneurs always deliver products or services as promised and are accountable if any issues arise. Trust is the key asset in business, and amanah is essential for building and maintaining this trust when marketing a product. - S = Siddiq (Truthful)
Siddiq emphasizes honesty in all business interactions. Honest entrepreneurs provide accurate information about their products, do not deceive, and do not attempt to mislead consumers. This attitude includes being transparent about the strengths and weaknesses of a product without having to be asked first. By being truthful, a businessperson can gain customer trust and also attract blessings in their business. - T = Tabligh (Effective Communication)
Tabligh means delivering information or messages effectively. In the context of marketing, it refers to the ability to communicate the strengths of a product attractively, while still prioritizing honesty. Marketers with this trait can easily explain their business vision and mission, as well as the advantages of their products clearly and truthfully. Moreover, they should be good communicators who can build strong relationships with business partners and customers.
Emphasizing Good Relationships: The Principle of Habluminannas
In addition to conducting business with the principle of habluminallah, Islamic marketers must also adhere to the principle of habluminannas, which concerns relationships between people. This means, in daily practice, Islamic marketers need to build harmonious, respectful, and considerate relationships. Prioritizing this humanistic aspect is vital for maintaining long-term business relationships, where trust and mutual respect form the basis of healthy and sustainable interactions.
To shape a marketing character that aligns with Islamic values, it is essential to develop sincerity and continually enhance the ability to run a halal business. This will ensure that all business activities remain consistent with Islamic teachings, bringing blessings and the pleasure of Allah ﷻ.
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Conclusion
Islamic marketing emphasizes ethical principles that aim for more than just financial profit; instead, it seeks to achieve blessings and the pleasure of Allah ﷻ. Through characteristics based on piety, honesty, trustworthiness, and intelligence, Islamic marketers can conduct business with high integrity and sincerity. The FAST concept (Fathonah, Amanah, Siddiq, Tabligh) serves as an effective guideline for forming exemplary business attitudes and behaviors from an Islamic perspective. By balancing relationships with Allah and with others, Islamic marketing can lead to sustainable success filled with blessings, both in this world and in the hereafter.
References:
- Miftah, M. (2015). Pemasaran Syariah: Konsep dan Praktik. Jakarta: Pustaka Pelajar.
- Sutoyo, S. (2016). Etika Bisnis dalam Perspektif Islam. Bandung: Alfabeta.
- Muhammad, M. (2013). Strategi Pemasaran Syariah. Jakarta: Salemba Empat.
- Nasrullah, N. (2017). Prinsip-Prinsip Dasar dalam Ekonomi Islam. Yogyakarta: Gadjah Mada University Press.
