Strategi Branding Moorlife Dalam Digital Marketing Syariah

ANDELA, REZA and Istan, Muhammad and Hendrianto, Hendrianto (2026) Strategi Branding Moorlife Dalam Digital Marketing Syariah. Sarjana thesis, INSTITUT AGAMA ISLAM NEGERI CURUP.

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Abstract

ABSTRACT Reza andela NIM. 22681040 "Moorlife Branding Strategy in Sharia Digital Marketing" This research is based on the development of digital media utilization in branding and marketing activities, including those carried out by Moorlife resellers in Curup through WhatsApp media. Digital branding activities are not only related to product promotion, but also include information delivery, communication with customers, transaction transparency, and services to consumers that need to be carried out in accordance with the principles of Digital Marketing Syariah. This research aims to describe the digital branding strategy applied by Moorlife resellers in Curup and analyze the strategy based on the perspective of Sharia Digital Marketing. This research uses a field research method with a descriptive qualitative approach. Research informants consist of three Moorlife resellers as the main informants and three consumers as support informants. Data was obtained through observation, interview, and documentation, then analyzed using coding techniques with the help of NVivo 15. Research results show that the digital branding strategy of Moorlife resellers in Curup is carried out mainly through WhatsApp by utilizing WhatsApp Status, digital catalogs, product photos, and personal chats. The activity is used to introduce and promote products, convey information, build communication with customers, provide information about prices and transactions, and provide services to consumers. Reviewed from the perspective of Digital Marketing Syariah, the strategy shows the application of the principles of Ṣidq, Amānah, Tablīgh, and Faṭānah. Based on the muamalah aspect, from the research data, there is no strong indication of the practice of gharar, tadlis, najasy, maysir, and riba in the branding activities studied. Meanwhile, based on the perspective of Maqāṣid al-Syarī'ah, the branding strategy is related to Hifẓ al-Māl through transaction information transparency and Hifẓ al-Nafs through the delivery of product information, security, warranty, and service to consumers. Thus, the digital branding strategy of Moorlife reseller in Curup is not only oriented towards promotion and product introduction, but also towards building consumer trust through information, communication, transparency, and service that is in line with the values of Sharia Digital Marketing. Keywords: Digital Branding Strategy, Moorlife, Reseller, Sharia Digital Marketing, WhatsApp.

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Thesis (Sarjana)

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