Impact of Instagram on Digital-Based Islamic Marketing: Islamic Marketing Mix Discussion

Rd. Heri  Solehudin

doi:10.61650/aops.v3i2.807

Authors

Rd. Heri Solehudin Universitas Muhammadiyah Prof. DR. HAMKA (UHAMKA) Jakarta, Indonesia https://orcid.org/0000-0003-4456-2606

DOI:

https://doi.org/10.61650/aops.v3i2.807

Keywords:

Instagram, Islamic Marketing

Abstract

The progress in information and communication technology has significantly transformed entrepreneurship, including business and Islamic marketing, presenting challenges and opportunities in Islamic digital media marketing. Identifying suitable communication channels is the main hurdle in Islamic marketing communications. This study explores Instagram's influence on digital Islamic marketing by integrating various marketing concepts, using the Systematic Literature Review technique. It evaluates literature from reputable journals between 2013 and 2023, including papers, theses, and dissertations catalogued by Scopus, WOS, SINTA, and other databases. Tools like Publish or Perish, Zotero, Mendeley, VOSViewer, and Microsoft Excel were used for the search, followed by descriptive analysis of selected articles. The findings show Instagram significantly impacts digital marketing, enhancing brand awareness, customer engagement, and marketing strategies. From an Islamic viewpoint, the Marketing mix strategy focuses on maximising value, aligned with the concept of equity and justice in the Qur'an, emphasizing integrity in transactions.

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