Islamic Marketing Communication for Muslim’s Business in Southern Border Provinces
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Abstract
Marketing communication is one of the marketing strategies that help generate income for a business, whether it is a small, medium, or large business. This includes businesses in the southern border provinces of Thailand where the most of the population is Muslim. Therefore, it is an interesting issue whether Muslim businessperson and Muslim customers know what marketing communications according to the provisions of Islam should be like? If a business implements integrated Islamic marketing communications, what effect will it have on the business? This article therefore aims to study marketing communication guidelines according to Islamic provisions that are appropriate for Muslim businessperson in the southern border provinces. This study used a document analysis form from related academic articles, content analysis and present the results in a descriptive analysis form. It was found that advertising must present facts, not lie or distort facts to the point of causing misunderstanding to customers. Advertising production must not contain prohibited things such as Zina, Alcohol, and Music. Public relations should promote good things and prohibit wrong things. Sales promotions must not be considered gambling and lottery. A sale person must not provide false information and do not answer customer questions out of ignorance and lie about business competitors. Content marketing on social media must not follow the trend without considering the provisions of Islam.
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