Sharia Product Marketing Communication an Analysis of Consumer Confidence

Abstract

This study aims to analyze the role of marketing communication in building consumer trust in sharia products. A case study was conducted at the Amil Zakat Darul Ihsan Berbagi Cimahi Institution which operates in the sharia philanthropic sector. This study explores the factors that shape consumer trust in sharia products, such as the role of halal certification, product quality, and customer testimonials. In addition, the marketing communication strategies used are also analyzed, especially in the context of digital communication. The results of the study show that the combination of sharia marketing ethics, the use of social media, and adherence to sharia principles is very important in building consumer trust. The study concludes with recommendations for sharia philanthropic institutions to be more effective in communicating Islamic values in their marketing campaigns.