IQTISHADUNA

TRANSFORMASI DIGITAL MARKETING SYARIAH NU ONLINE DALAM MEMBANGUN BRAND AWARENESS DAN ENGAGEMENT: STUDI KASUS DI ERA DISRUPSI 5.0

Nurul Fadilah, Cecep Castrawijaya — Mon, 22 Dec 2025 00:00:00 +0700

The 5.0 Disruption Era has brought about significant changes in communication patterns and da'wah strategies, requiring religious organizations to adapt to digital technology without compromising Islamic values. NU Online, as the official media platform of PBNU, has leveraged these developments to expand its da'wah reach, yet continues to face content competition and challenges in maintaining public trust. This study aims to analyze the digital marketing transformation of NU Online in building brand awareness and audience engagement, including the application of Islamic Digital Marketing, brand awareness achievements, audience engagement levels, as well as supporting factors, barriers, and strategic implications in the Society 5.0 era. The study employs a qualitative approach with a case study based on literature review and content observation on NU Online platforms (website, Instagram, YouTube, TikTok, Facebook). Analysis is conducted using thematic analysis techniques grounded in the theories of Islamic Digital Marketing, Brand Equity Model, Engagement Marketing, and Society 5.0. The results indicate that NU Online consistently implements halal branding, information transparency, and Islamic communication ethics, thereby strengthening its digital identity, enhancing brand recognition and recall, and fostering audience engagement in line with the AIDA model. This success is supported by NU's reputation, digital infrastructure, and community networks, despite challenges such as limited digital literacy, algorithm changes, and information noise.

ANALISIS PARADIGMA POSITIVISME, KRITIS, KONSTRUKTIVISME SERTA PENERAPANNYA DALAM EKONOMI ISLAM

Weni Ristia Ulandari, Ismail Ismail — Mon, 22 Dec 2025 00:00:00 +0700

The development of knowledge is greatly influenced by paradigms that serve as frameworks for ways of thinking in viewing the world realistically, seeking knowledge, and conducting research. In economics and social sciences, three commonly used paradigms are positivism, critical, and constructivism. Each existing paradigm has different characteristics to explain phenomena. In Islamic economics, it is very important to use an appropriate paradigm because it will influence the direction of theory development and practice based on Sharia. The purpose of this study is to explain the meaning and characteristics of the positivist, critical, and constructivist paradigms, analyze the differences among the three paradigms in terms of ontology, epistemology, and methodology, and provide examples of the application of these three paradigms in Islamic economics. The method used in this study employs a descriptive qualitative approach with a library research method. Data was collected and reviewed from various sources including books, scientific journals, and articles related to paradigms and their application in Islamic economics. Then, the data was analyzed descriptively. The results of this study found that the three paradigms have fundamental differences. Positivism views reality as something objective and measurable, uses quantitative methods, and seeks cause-and-effect relationships. The critical paradigm sees reality as shaped by power and ideology, aims for social emancipation, and uses participatory and reflective qualitative methods. The constructivist paradigm views reality as something subjective and socially constructed, emphasizes understanding meaning, and uses interpretive qualitative methods. Examples in Islamic economics include quantitative analysis of Sharia stock indices (positivism), critical analysis of usury (critical), and studies on building economic literacy (constructivism).

SEJARAH PERADABAN DAN PEMIKIRAN EKONOMI (BISNIS) PERIODE DUA (AL-GHAZALI 451-505 H/1055-1111 M DAN IBNU TAIMIYAH 661-728 H/1263-1328 M)

Juita Selta Opita Sari, Ismail Ismail — Mon, 22 Dec 2025 00:00:00 +0700

Abstract: This paper focuses on two great Islamic figures in Period Two, namely Imam Al-Ghazali and Ibnu Taimiyah, who made significant contributions to the economic and business systems and activities. Background: The second period of Islamic economic thought, marked by great philosophers and scholars, systematically formulated economic concepts integrated with moral and Sharia values. Purpose of the study: This paper aims to specifically and deeply examine the economic systems and activities formulated by Al-Ghazali and Ibnu Taimiyah, and their relevance to contemporary business practices. Method: The study analyzes the thoughts of Al-Ghazali (focusing on Maslahah, exchange, production, money evolution, and market ethics) and Ibnu Taimiyah (focusing on price mechanism, anti-monopoly, transaction classification, and monetary policy). Result: Al-Ghazali viewed economic activity as a social obligation (Fardhu Kifayah) founded on the concept of Maslahah, emphasizing ethical markets and condemning usury (riba) and hoarding.Conclusions: Both figures provide a fundamental basis for Islamic economics, emphasizing justice, public welfare (maslahah), and morality, which remain highly relevant today.

Keywords: Islamic Economics, Al-Ghazali, Ibn Taimiyah, Maslahah, Market Mechanism.