Abstract
Islamic Branding is an approach to branding with Sharia Principles. Over time, Islamic Branding has become one of the strategies used in product marketing. The aims of this research to analyze the related topic towards audience reception and identifying the position of meaning for the Islamic Branding Strategy in Advertising Sahaja Products. This research used a qualitative research approach with the reception analysis method. The method highlights Stuart Hall's two concepts of encoding and decoding. The subjects of this research were seven members of the Islamic organization Nasyiatul 'Aisyiyah. The data were analyzed using two orders of signification by Roland Barthes (encoding) and in-depth interviews (decoding). The results of this research indicated the reception caused by the audiences, in understanding the meaning of the message can vary depending on the intensity of product use. The experience that has been felt and knowledge possessed. Thus, not all audiences can receive the message in full.
Highlights
Indonesia has the largest Muslim population in the world [1]
Gajjar states that several factors that influence consumer behavior are social, cultural, psychological, and personal factors [5]
It can be seen from the scene of a father who becomes an imam in prayer, a mother who helps her child clean her mukena, and when both parents hug their child tightly in the advertisement
Summary
Indonesia has the largest Muslim population in the world [1]. The number of Muslims in the country makes businesses with religious backgrounds grow rapidly and makes the seller utilize product and service providers to increase their business opportunities [2]. Husna concludes that from her research everything labeled with sharia is increasingly adored and has become a trend among the public [3]. It has been explained in Katadata that the total consumption of Indonesian halal goods and services in 2020 is around US$ 301.8 billion which is expected to continue to grow to reach US$ 330.5 billion in 2025 [4]. Gajjar states that several factors that influence consumer behavior are social, cultural, psychological, and personal factors [5] This personal factor that places religion and religiosity is a factor that influences consumer behavior.
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