Penerapan Marketing 5.0 Bagi Wanita Perspektif Hukum Islam

The Application of Marketing 5.0 for Women from an Islamic Legal Perspective

Authors

  • Andi Liliana Zarkiyah Institut Agama Islam STIBA Makassar, Indonesia
  • Kurnaemi Anita Institut Agama Islam STIBA Makassar, Makassar, Indonesia
  • Rodiah Institut Agama Islam STIBA Makassar, Makassar, Indonesia

DOI:

https://doi.org/10.36701/mabsuth.v1i1.2409

Keywords:

Digital, Hijab, Islamic Law, Marketing 5.0, Digital Marketing, Muslim Women

Abstract

This study aims to analyse women's involvement in the application of the marketing 5.0 concept from an Islamic law perspective. The analysis will focus on the views of Islamic scholars regarding the role of women in marketing activities in general, as well as relevant Islamic marketing principles as ethical filters in Marketing 5.0 practices. Marketing 5.0 is a modern marketing approach that combines advanced technologies such as artificial intelligence with emotional approaches to create a more personalised customer experience. This research discourse encompasses the disciplines of digital marketing and Islamic law, with a focus on how Muslim women can participate in digital marketing without violating Sharia principles. The method used is descriptive qualitative research with a normative approach, through literature review. The results of the study show that Islam does not prohibit women's involvement in marketing as long as they maintain sharia boundaries, such as wearing the hijab, avoiding ikhtilat, and ensuring transparency in marketing activities. However, there are ethical challenges in digital marketing, such as visual exploitation and tabaruj, which can conflict with Islamic values. This research contributes to a deeper understanding for Muslim women on how to participate in digital marketing while maintaining Islamic moral and spiritual values. Thus, this study is expected to serve as a reference for academics, marketing practitioners, and the general public in developing marketing concepts aligned with Islamic law.

Downloads

Download data is not yet available.

References

Ab Razak, Mohamed Rashid, dan Ibrahim Abbas. “Aḍ-Ḍawābiṭ Asy-Syar’iyyah Li-’Amal al-Mar’ah Fī at-Tijārah Min al-Manẓūr al-Islāmī.” Al-Qanatir: International Journal of Islamic Studies 13, no. 2: Seminar Pengajian Islam, Kemanusiaan dan Sains Sosial (SPIKESS) 2018 (18 Oktober 2018): 161–76.

Abu Dawud. Sunan Abu Dawud. 4. Beirut: Al-Maktabah al-‘Aṣriyyah, Ṣaydā, 2010.

Abu Zaid, Bakar. Hirasatul Fadilah. Arab Saudi: Dār al-’Asimah, 1999.

Adel, Amr. “Future of Industry 5.0 in Society: Human-Centric Solutions, Challenges and Prospective Research Areas.” Journal of Cloud Computing 11, no. 1 (8 September 2022): 40. doi:10.1186/s13677-022-00314-5.

Adiyono, Adiyono, Syamsun, dan Ahmad Muhtadi Anshor. “Islamic Character Education in the Era of Industry 5.0: Navigating Challenges and Embracing Opportunities.” Al-Hayat: Journal of Islamic Education 8, no. 1 (1 Februari 2024): 287–304. doi:10.35723/ajie.v8i1.493.

Al-Albānī, Muḥammad Nāṣir al-Dīn. Jilbāb al-Mar’ah al-Muslimah fi al-Kitab wa al-Sunnah. Riyad: Maktabah al-Ma’arif, 1992.

Al-‘Asqalānī, Ibnu Hajar. Fatḥ al-Bārī. Beirut: Dār al-Ma’rifah, 1959.

Al-Bukhārī, Muḥammad ibn Ismā‘īl. Ṣaḥīḥ al-Bukhārī. Libanon: Dār Ṭawq al-Najāh, 2001.

Al-Ghazālī. Al-Ḥijāb wa as-Sufūr. Kairo: Dār Al-Shorouq, 1986.

Al-Ghazali, Muḥammad. As-Sunnah An-Nabawiyyah bayna Ahl al-Fiqh wa Ahl al-Hadith. Kairo: Dār al-Syuruq, 1989.

Al-Ghazālī, Muḥammad. Iḥyā’ ‘Ulūm al-Dīn. Juz 2. Beirut: Daār al-Ma’rifah, 2010.

Al-Ghazi, Muhammad bin Qasim. Fathul Qarib Al-Mujib fi Syarhi Alfaz At-Taqrib. Diakses 4 Februari 2025. https://app.turath.io/book/35120.

Al-Hambali, Ibnu Rajab. Al-Jami’ lil ’Ulum al-Imam Ahmad. Beirut: Dār al-Kutub al-’Ilmiyah, t.t.

Al-Khalīl, Abū ʿAbd al-Raḥmān. Kitāb al-ʿAyn. Vol. 3. 8 vol. Dār wa-Maktabat al-Hilāl, 2010.

Al-Mubarakfuri, Safiyurrahman. Al-Rahiq al-Makhtum. Beirut: Dār al-Hilal, 1995.

Al-Mudhhiriy, Mudzahiruddin. Al-Mafatih fi Syarhil Masabih. Beirut: Dār al-Nawadir, 2012.

Al-Qardawi, Yusuf. Fiqh al-Zakah. Juz 1. Mesir: Dār al-Taqwa, 1981.

Al-Qurṭubī, Muhammad bin Ahmad. Tafsīr al-Qurṭubī. Mesir: Dār al-Kutub al-Miṣriyyah, 1964.

Al-Ṣāwī, Ahmad. Hāsyiyat al-Ṣāwī ‘alā al-Syarḥ al-Ṣaghīr - Bulghatu al-Sālik li Aqrabi al-Masālik. Diakses 5 Februari 2025. https://app.turath.io/book/21607.

Al-Suyūṭī, Ibnu Taqiyuddin. Al-Asybah wa al-Nazha’ir. Dār al-Kutub al-’Ilmiyah, 1991.

Al-Tirmidzi, Muhammad ibn ’Isa. Sunan al-Tirmidzī. 5. Mesir: Sharikat Maktabah wa Maṭba‘ah Muṣṭafā al-Bābī al-Ḥalabī, 1975.

Al-‘Utsaimīn, Muhammad ibn Shalih. Al-Liqā’āt Asy-Syahriyyah. Kerajaan Saudi Arabi: Mu’assasat Al-Syaikh Muhammad bin Shalih Al-’Utsaimin, 2015. http://archive.org/details/a1648n.

Al-Zaʿbī, Muḥammad Yūnus. “Bayān Aḥkām Wasāʾil at-Tawāṣul Al-Ijtimāʿī wa Ḍawābiṭuhā wa Nashr al-Maʿlūmāt wa al-Akhbār wa Tanāqulihā ʿAbarahā bi-Gharaḍi al-Inkār aw al-Ishāʿah aw al-Isāʾah.” Dā’irat al-Iftā’ al-ʿĀmmah, 2024. http://aliftaa.jo/research/252.

Ardito, Lorenzo, Antonio Messeni Petruzzelli, Umberto Panniello, dan Achille Claudio Garavelli. “Towards Industry 4.0: Mapping Digital Technologies for Supply Chain Management-Marketing Integration.” Business Process Management Journal 25, no. 2 (13 Juli 2018): 323–46. doi:10.1108/BPMJ-04-2017-0088.

Asifae, Utpy, Tiara Rizki Amaniar, dan Jesica Anastasya. “Penerapan Kaidah Fiqhiyyah terhadap Kejahatan Siber dalam Hukum Jinayah” 2, no. 1 (2024).

As-Syahri, Hidayatullah. “Peranan Influencer Marketing Sebagai Strategi Pemasaran Digital 5.0,” 19 Juli 2024. doi:10.5281/ZENODO.12783992.

Atika, Jumi. “Implementasi Etika Bisnis Islam Dalam Pemasaran.” Rumah Jurnal IAIN Padangsidimpuan., 2016.

Islām ʾŪn Lāyn. “At-tawāṣul bayna al-jinsayn ʿabra al-wasā’il al-ḥadīthah.,” 22 Mei 2024. https://fiqh.islamonline.net.

“At-tawāṣul bayna al-mar’ah wa ar-rajul fī mawāqi’ at-tawāṣul al-ijtimā’ī naṣā’ih wa tawjīhāt.” Diakses 6 Februari 2025. https://www.islamweb.net/ar/consult/2216778.

Ayuningtyas, Felicia Neva. “Strategi Promosi Endorsement oleh Digital Influencer dalam Etika Bisnis Islam.” Jurnal Ekonomika dan Bisnis Islam 4, no. 3 (19 Januari 2022): 160–73. doi:10.26740/jekobi.v4n3.p160-173.

Beta, Annisa R. “Commerce, Piety and Politics: Indonesian Young Muslim Women’s Groups as Religious Influencers.” New Media & Society 21, no. 10 (1 Oktober 2019): 2140–59. doi:10.1177/1461444819838774.

Center, Tafsir. “Ḥijāb Al-Mar’ah - Al-Mujtama‘ - At-Tafsīr Al-Mawḍū‘ī.” Muṣḥaf Sūrah. Diakses 6 Februari 2025. https://web.surahapp.com.

Choi, Sujeong. “The Flipside of Ubiquitous Connectivity Enabled Smartphone-Based SNS: Social Presence and Privacy Concern,” 2016.

“Ḍawābiṭu ‘Amali al-Mar’ah Khārija Baytihā.” Diakses 4 Februari 2025. https://islamqa.info/ar/answers/106815.

Destouet, Candice, Houda Tlahig, Belgacem Bettayeb, dan Bélahcène Mazari. “Flexible job shop scheduling problem under Industry 5.0: A survey on human reintegration, environmental consideration and resilience improvement.” Journal of Manufacturing Systems 67 (1 April 2023): 155–73. doi:10.1016/j.jmsy.2023.01.004.

Dutt, Vidhi. “Marketing 5.0: The Era of Technology and the Challenges Faced By It.” International Journal of Advances in Engineering and Management (IJAEM) 5, no. 4 (2023): 15. doi:10.35629/5252-050413971411.

Echols, John E., dan Hasan Shadily. An English-Indonesian Dictionary. Jakarta: PT Gramedia Pustaka Utama, 2005.

Erwinda, Lira. “Exposing the Dark Side: Phubbing as a Detrimental Consequence in the Digital Era.” JPGI (Jurnal Penelitian Guru Indonesia) 8, no. 1 (13 Juli 2023): 121–29. doi:10.29210/022895jpgi0005.

Fadilah, Nur. “Pengertian, Konsep, dan Strategi Pemasaran Syari’ah” 1, no. 2 (2020).

Fathoni, Muhammad Anwar. “Konsep Pemasaran Dalam Perspektif Hukum Islam.” Jurisdictie 9, no. 1 (30 Juni 2018): 128. doi:10.18860/j.v9i1.5135.

Ghobakhloo, Morteza. “Industry 4.0, digitization, and opportunities for sustainability.” Journal of Cleaner Production 252 (10 April 2020): 119869. doi:10.1016/j.jclepro.2019.119869.

“Hal ar-raqṣu ḥarām? - Al-Islām Su’āl wa Jawāb.” Diakses 14 Februari 2025. https://islamqa.info/ar/answers/261339.

Haslam, Divna M., Amelia Tee, dan Sabine Baker. “The Use of Social Media as a Mechanism of Social Support in Parents.” Journal of Child and Family Studies 26, no. 7 (1 Juli 2017): 2026–37. doi:10.1007/s10826-017-0716-6.

Hazm, Ibnu. Al-Muḥallā. Juz 9. Beirut: Dār al-Fikr, t.t.

He, Hongwei, dan Lloyd Harris. “The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy.” Journal of Business Research 116 (1 Agustus 2020): 176–82. doi:10.1016/j.jbusres.2020.05.030.

Hedroug, Omar, dan Dr Ehab Al-Shaer. “Islamic Ruling on the Use of Social Media.” The Assembly of Muslim Jurists of America 18th Annual Imams’ Conference Chicago – United States, 2022, 24.

Hidayati, Permata Ika, Ismi Nurul Qomariyah, dan Nila Kartikasari. “Edukasi Hukum dan Etika Dalam Penggunaan Sosial Media dan Jejak Digital Bagi Masyarakat.” Antafama Jurnal Pengabdian Masyarakat, 2023.

Hisyam, Ibnu. Al-Sirah al-Nabawiyyah. Beirut: Dār al-Kutub al-’Ilmiyyah, 2001.

Hoekstra, Janny C., dan Peter S. H. Leeflang. “Marketing in the Era of COVID-19.” Italian Journal of Marketing 2020, no. 4 (1 Desember 2020): 249–60. doi:10.1007/s43039-020-00016-3.

“Hukmu al-musāhamah fi syarikah tudā’u suwaran li al-nisa’ al-mutabarrijat fi i’lanat muntajatihā.” Diakses 6 Februari 2025. https://islamqa.info/ar/answers/297927.

“Hukmu musyarakah al-mar’ah fi al-radd ‘ala al-mukhti’in - Muwqi’ al-Shaykh Ibn Baz.” Diakses 29 Januari 2025. https://binbaz.org.sa/fatwas/21189.

“Hukmu musyārakat al-mar’ah fī al-Facebook wa al-Twitter.” Diakses 6 Februari 2025. https://islamqa.info/ar/answers/259240.

“Ḥukmu Nasyri al-Fatāh Ṣuwarahā bil-Ḥijāb ‘alā Mawāqi‘ at-Tawāṣul al-Ijtimā‘ī.” Diakses 30 Januari 2025. https://www.islamweb.net/ar/fatwa/434785.

“Hukmu Nasyri al-Umur al-Khassah ’ala Wasail at-Tawasul a-Islam-Su’al wa Jawab.” Diakses 29 Januari 2025. https://islamqa.info/ar/answers/383914.

“Hukmu Nasyri al-Umur al-Khassah ’ala Wasail Tawasul.” Islamqa, 28 Januari 2025. https://islamqa.info/ar/answers/383914.

Ibn al-Ḥajjāj, Muslim. Ṣaḥīḥ Muslim. Beirut: Dār Iḥyā’ al-Turāth al-‘Arabī, 2010.

Ibnu Abidin. Radd al-Muhtar ’ala al-Durr al-Mukhtar. Aleppo: Halabi, t.t.

Ibnu Katsīr, Isma’il ibnu ’Umar. Tafsīr Ibnu Katsīr. Beirut: Dār al-Kutub al-’Ilmiyyah, 1998.

Ibnu Khuzaimah. Ṣaḥīḥ Ibnu Khuzaimah. Beirut: Maktabah Islami, 2010.

Ibnu Mansur, Abu al-Fadl Jamal Al-Din Muhammad ibn Makram. Lisān al-‘Arab. 1. Beirut: Dār Ṣādir, 1994.

Ibnu Qudamah. Al-Mugni. 1. Beirut: Dar Ihya’ al-Turath al-Arabi, 1985.

Ibnu Taimiyyah. Iqtidhā’ aṣ-Ṣirāṭ al-Mustaqīm li-Mukhālafati Aṣḥābi al-Jaḥīm. 2. Beirut: Dār ‘Ālam al-Kutub, 1999.

Imam an-Nawawi. al-Majmū‘ Syarḥ al-Muhażżab. Mesir: Dār Al-Manīriyyah, t.t.

Jacobson, Jenna, dan Brooke Harrison. “Sustainable fashion social media influencers and content creation calibration.” International Journal of Advertising 41, no. 1 (2 Januari 2022): 150–77. doi:10.1080/02650487.2021.2000125.

Kasim, Irsani. “Hijab dan Akhlak Perspektif Netizen.” Jurnal Komunikasi dan Media 2 (2012).

Kementerian Pendidikan dan Kebudayaan RI. Kamus Besar Bahasa Indonesia (KBBI) Daring. Badan Pengembangan dan Pembinaan Bahasa, 2016.

Kementrian Agama Islam. Al-Qur’an dan Terjemahnya. Indonesia: Cordoba, 2022.

Kotler, Philip, Hermawan Kartajaya, dan Iwan Setiawan. Marketing 5.0 Teknologi untuk Kemanusiaan. Cetakan ke 4. Jakarta: Gramedia Pustaka Utama, 2021.

Lingga Yuliana, Adrian A. Wijanarko, Andri Mat Raharjo, Sri Harnanih, dan Maya Firdiana. “PERANAN INFLUENCER DALAM MENINGKATKAN PENJUALAN PRODUK SELAMA KONDISI PANDEMI.” Jurnal Bisnis Terapan 6, no. 1 (28 Juni 2022): 75–88. doi:10.24123/jbt.v6i1.4874.

Maharani, Elza Safira. “Dominasi Perempuan sebagai Object Visual dalam Digital Influancer,” 19 September 2019.

Majidah, Siti. “Islamic Marketing in Era Society 5.0 Based on Maqashid As-Syariah Approach.” Review of Islamic Economics and Finance 5, no. 1 (1 Juli 2022): 13–24. doi:10.17509/rief.v5i1.44443.

Majmū‘atun min al-‘ulamā’ al-Kuwayt. Al-Mawsu’ah Al-Fiqhiyyah Al-Kuwaitiyyah. 45 ed. Wizārat al-Awqāf wa al-Shu’ūn al-Islāmiyyah fī al-Kuwayt, 1983.

Mansouri, Hossein, Saeed Sadeghi Boroujerdi, dan Maizaitulaidawati Md Husin. “The Influence of Sellers’ Ethical Behaviour on Customer’s Loyalty, Satisfaction and Trust.” Spanish Journal of Marketing - ESIC 26, no. 2 (19 Juli 2022): 267–83. doi:10.1108/SJME-09-2021-0176.

Maswanto, Akhmad Rudi. “Fenomena Interaksi Perempuan di Media Sosial Dalam Perspektif Hukum Islam” 03 (2024).

Mehta, Sanya. “The Evolution of Marketing 1.0 to Marketing 5.0.” International Journal of Law Management & Humanities 5 Issue 4 (2022): 469.

Musa’adi, Salma, dan Taufiq Dzebbah. “Mudākhalah an-Nadwah al-Waṭaniyyah: al-Mar’ah al-Mu’aththirah fī Mawāqi‘ at-Tawāṣul al-Ijtimā‘ī Thalithiyyat asy-Syuhrah, at-Taswīq, ar-Ribḥ al-Māddī,” t.t., 13.

Ooi, Keng-Boon, Voon-Hsien Lee, Jun-Jie Hew, Lai-Ying Leong, Garry Wei-Han Tan, dan Ai-Fen Lim. “Social media influencers: An effective marketing approach?” Journal of Business Research 160 (1 Mei 2023): 113773. doi:10.1016/j.jbusres.2023.113773.

Majma’ al-Fiqh al-Islāmī ad-Duwalī. “Qarār bi-Sya’n Ḥuqūq wa-Wājibāt al-Mar’ah al-Muslimah.” Diakses 10 Februari 2025. https://iifa-aifi.org/ar/2273.html.

Scott, Maura L., Kelly D. Martin, Joshua L. Wiener, Pam Scholder Ellen, dan Scot Burton. “The COVID-19 Pandemic at the Intersection of Marketing and Public Policy.” Journal of Public Policy & Marketing 39, no. 3 (1 Juli 2020): 257–65. doi:10.1177/0743915620932151.

Sima, Elena. “Managing a Brand with a Vision to Marketing 5.0.” Disunting oleh N.F. Cofaru dan M. Inţă. MATEC Web of Conferences 343 (2021): 07015. doi:10.1051/matecconf/202134307015.

Sindhwani, Rahul, Shayan Afridi, Anil Kumar, Audrius Banaitis, Sunil Luthra, dan Punj Lata Singh. “Can industry 5.0 revolutionize the wave of resilience and social value creation? A multi-criteria framework to analyze enablers.” Technology in Society 68 (1 Februari 2022): 101887. doi:10.1016/j.techsoc.2022.101887.

Sugimoto, Cassidy R., Sam Work, Vincent Larivière, dan Stefanie Haustein. “Scholarly Use of Social Media and Altmetrics: A Review of the Literature.” Journal of the Association for Information Science and Technology 68, no. 9 (2017): 2037–62. doi:10.1002/asi.23833.

Taimiyah, Ibnu. Majmu’ Fatawa. Juz 32. Madinah: Dār al-Wafa, 1987.

’Uṡmān Ṡabīr, Muḥammad. Al-Madkhal ilā Fiqhi al-Mu’āmalāt al-Māliyyah. Vol. 2. Daar al-nafāis, 2010.

Vera Maria, Nabylla Zahra, dan Safina Prabowo. “Digital Marketing Strategy in the Industry 5.0 Era.” Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset 2, no. 4 (19 Juni 2024): 117–27. doi:10.61132/lokawati.v2i4.1005.

Von Mettenheim, Walter, dan Klaus-Peter Wiedmann. “The role of fashion influencers’ attractiveness: A gender-specific perspective.” Communication Research and Practice 7, no. 3 (3 Juli 2021): 263–90. doi:10.1080/22041451.2021.2013087.

Watie, Errika Dwi Setya. “Komunikasi dan Media Sosial (Communications and Social Media).” Jurnal The Messenger 3, no. 2 (23 Maret 2016): 69. doi:10.26623/themessenger.v3i2.270.

Yagnik, Arpan, Sujo Thomas, dan Susmita Suggala. “Creativity Centred Brand Management Model For The Postcovid Marketing 5.0 World.” Journal of Content Community and Communication 12 (31 Desember 2020): 227–36. doi:10.31620/JCCC.12.20/21.

Zahwa, Zahroh, dan Fatihunnada. “Moderasi Hadis Suara Wanita Dalam Shahih Al-Bukhari.” Al-Manar: Jurnal Kajian Alquran Dan Hadis 9, no. 2 (31 Desember 2023): 159–73. doi:10.35719/amn.v9i2.54.

Downloads

Published

2025-07-31