ANALISIS MENGELOLA BRAND IMAGE DALAM PERSEPKTIF EKONOMI ISLAM

Abstract

This study aims to analyze how brand image management is carried out by business actors from the perspective of Islamic economics. Brand image refers to the consumer's perception of a brand, formed through experience, communication, and the values associated with that brand. In the context of Islamic economics, managing a brand image is not solely oriented toward material profit but must also reflect sharia values such as honesty, justice, benefit, and social responsibility. This research uses a descriptive qualitative approach with data collection techniques through interviews, observation, and documentation studies on Muslim entrepreneurs who apply sharia principles in building their brands. The results of the study show that a strong brand image in the Islamic perspective is formed through the integration of product quality, business ethics, and honest and transparent marketing communication. Business actors who consistently apply Islamic values in their branding strategies tend to gain higher consumer loyalty and sustainable trust. Thus, brand image management in Islamic economics is not merely a commercial activity, but also a form of trust and moral responsibility in doing business in accordance with sharia.