MUSTIAWAN, MUSTIAWAN (2018) KOMODIFIKASI NILAI–NILAI ISLAM DALAM PRESPEKTIF KONSUMEN MELALUI EXPERIENTIAL MARKETING (Studi Pada Logo Halal dan Logo Mushola McDonalds di Jalan Otto Iskandar Jakarta Timur). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The development of McDonalds business in Indonesia has stolen public attention, because the various news controversy attached to it began about Junk Food products until the Zionist issue. Nevertheless the phenomenon does not also undermine McDonalds in the Muslim market of Indonesia. Commodification of Islamic values through expertiential marketing on halal logo and mushola done to seize the Muslim market to gain profit. Commodification is a change of value to be an exchange rate and expertiental marketing is an experience-based marketing strategy. This study aims to disassemble and analyze the commodification of Islamic values in the consumer's perspective through expertiential marketing that focuses on halal logos and musholla at McDonalds. This research is a kind of qualitative research with critical paradigm with case study method. This study was conducted on Muslim consumers Mcdonalds. The results of this study show that the logo of halal and mushola has successfully changed the value to be the exchange rate that makes it a commodity traded. Halal Logo and Logo Mosque is a material object used to attract Muslim consumers. Through the halal logo and mushola logo of Muslim consumers unknowingly have been dragged into capitalistic practice. Keywords: Commodification, Islamic Values, and Experiential Marketing, Perkembangan bisnis McDonalds di Indonesia banyak mencuri perhatian masyarakat, karena berbagai pemberitaan kontroversi yang melekat padanya mulai tentang produk Junk Food sampai isu zionis. Kendati demikian fenomena itu tidak juga meruntuhkan McDonalds di pasar muslim Indonesia. Komodifikasi nilai-nilai Islam melalui expertiential marketing pada logo halal dan mushola dilakukan untuk merebut pasar muslim guna mendulang untung. Komodifikasi adalah perubahan nilai guna menjadi nilai tukar dan expertiential marketing adalah strategi pemasaran berdasarkan pengalaman. Penelitian ini betujuan untuk membongkar dan menganalisis komodifikasi nilai-nilai Islam dalam prespektif konsumen melalui expertiential marketing yang fokus pada logo halal dan mushola di McDonalds. Penelitian ini merupakan jenis penelitian kualitatif berparadigma kritis dengan metode studi kasus. Penelitian ini yang dilakukan pada konsumen muslim Mcdonalds. Hasil penelitian ini menunjukan bahwa logo halal dan Mushola telah berhasil berubah nilai guna menjadi nilai tukar yang membuatnya menjadi sebuah komoditas yang diperjual belikan. Logo Halal dan Logo Mushola merupakan objek material yang digunakan untuk menarik konsumen muslim. Melalui logo halal dan logo mushola konsumen muslim tanpa sadar telah terseret pada praktek kapitalistik. Kata Kunci: Komodifikasi, Nilai-Nilai Islam, dan Experiential Marketing
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-18-012 |
| NIM/NIDN Creators: | 55214110036 |
| Uncontrolled Keywords: | Commodification, Islamic Values, and Experiential Marketing, Komodifikasi, Nilai-Nilai Islam, dan Experiential Marketing,CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 28 Mar 2022 07:02 |
| Last Modified: | 20 Jun 2022 04:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58921 |
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