Mas'uliyah Presentation: Ethical Marketing Based on Religious Values

Dina Lusianti, Lela Zumala Rofiqoh

Abstract


Marketing ethics is a strong foundation for building brand trust. There are so many implementations of marketing ethics, but the majority will only end in the interest of seeking positive views in the eyes of society without being balanced to achieve benefit and al-wala' orientation. Considering this condition, a concept is offered by adding religious values to marketing ethics through the Mas'uliyah Presentation Value. This article develops the conceptual model. This model contributes to the addition of religiosity value in customer value. Mas'uliyah Presentation Value is reflected in all value delivery activities to customers with a complete sense of responsibility through ethical marketing.


Keywords


Ehics, Marketing, Mas'uliyah, Religiosity, Value

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.304

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