Sistem Syariah dalam Industri Periklanan : (Studi kasus Deskriptif tentang Penerapan Nilai-nilai Syariah dalam Manajemen Periklanan dan Prosedur Penangan Klien oleh Syafa'at Marketing Communication).

CAHYANI, Afriani Dwi, Pulung Setiosuci Perbawani

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT Advancement in variety of industry sector in Indonesia cannot be done without development effort which has been adjusted to people‟s desire and need day by day. One of the developed industry sector is advertisement creative industry. Model and idea of the advertisement presentation‟s creativity keep developing along with the development of knowledge and the tight competition in the market in term of marketing the product. Variety of researches is done by advertisement practitioners to obtain new approaches in order to aim the exact desirable target. With majority of the population is Islam followers, emerges a potential to develop and innovate in variety of industry sectors which refer to the syaria values. This condition, then, becomes a background of the syaria system trend as the system operated by a lot of companies in Indonesia. Syaria system presents to fulfill people‟s need of the existence of religion based system and honesty values which it carries. The born of syaria begins with banking sector and today has cut down into fashion sector and even advertisement industry sector. The presence of Syafa‟at as advertising firm with syaria system based becomes its own uniqueness in the middle of conventional advertising firms and the messages which emerge. For that reason, syaria advertising firm is interesting to be examined to see what kind of syaria aspects they use to the whole executed system especially in advertising management process and client handling. Syafa‟at self-proclaims to be consistent in applying syaria system in its whole management, which put forward the credibility, honesty, and transparency, especially for the client. Syaria system brings some limits which have to be obeyed by the Syafa‟at when they work in forming advertising concept. The existence of the adaptation of the system in the advertising firms generally emerges some different elements in the advertisement result and the way they interact with their clients, as if they do not produce the advertisements which break the norms and ethics and using forbidden approaches is Islam. Hence, the advertisement industry can have a good image at last through syaria system with result and effect that are not that different to the conventional system‟s advertisement.

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