REKONSTRUKSI PERSONAL BRANDING DAN TRUST MARKETING DALAM DAKWAH DIGITAL: ANALISIS LITERATUR TERHADAP PENGUATAN EKONOMI UMAT
DOI:
https://doi.org/10.32939/jd.v5i1.6832Keywords:
Digital Da'wah, Personal Branding, Trust Marketing, Muslim Economic EmpowermentAbstract
Transformasi teknologi digital telah mengubah praktik dakwah Islam dari model konvensional menjadi ekosistem media digital yang semakin kompetitif. Penelitian ini bertujuan untuk menganalisis rekonstruksi personal branding dan trust marketing dalam dakwah digital serta kontribusinya terhadap penguatan ekonomi umat. Menggunakan pendekatan kualitatif dengan desain conceptual paper berbasis literature review, data dianalisis menggunakan teknik thematic analysis. Hasil kajian menunjukkan bahwa personal branding dibangun melalui tiga dimensi utama, yaitu otentisitas, konsistensi, dan visibilitas, yang membentuk kredibilitas da’i di ruang digital. Kredibilitas tersebut dikonsolidasikan melalui trust marketing menjadi kepercayaan yang stabil dan berbasis nilai. Integrasi keduanya menghasilkan alur relasional yang sistematis, dari pembentukan persepsi hingga engagement audiens yang berpotensi mendorong tindakan ekonomi. Kepercayaan yang terbangun berpotensi mendorong penguatan ekonomi umat melalui 4 mekanisme, yakni filantropi digital, penguatan ekonomi halal, pembentukan komunitas ekonomi berbasis kepercayaan, dan peningkatan literasi ekonomi Islam. Penelitian ini menghasilkan model integratif proposisional yang menghubungkan personal branding, trust marketing, dan potensi dampak ekonomi umat dalam satu kerangka analisis konseptual yang memerlukan validasi empiris lebih lanjut.
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