Journal of Contemporary Islamic Law
No eISSN: 0127-788X2018 3(2)
30 DECEMBER 2018
Teknik Dakwaan Melampau dalam Pemasaran Produk Pengguna Menurut Perspektif Hukum Islam
Overclaim Technique in the Marketing of Consumer Product According to Islamic Ruling Perspective
Mohd Anuar Ramli, mohdanuar@um.edu.my
Jabatan Fiqh dan Usul, Akademi Pengajian Islam, Universiti Malaya
Mohammad Naqib Hamdan, naqib.hamdan@gmail.com
Kolej Teknologi Darulnaim Kuala Lumpur, Bandar Baru Bangi
Muhammad Izzul Syahmi Zulkepli, izzulsyahmi95@gmail.com
Jabatan Syariah dan Ekonomi, Akademi Pengajian Islam, Universiti Malaya
Received: 02 August 2018 | Accepted: 26 October 2018 | Published: 30 December 2018
2018, Vol. 3(2), pp. 11-19. | PDF
Dalam strategi pemasaran produk dan perkhidmatan pengguna masa kini, pelbagai teknik telah digunapakai bagi melariskan jualan dalam media baharu. Antaranya adalah dengan membuat dakwaan melampau terhadap keberkesanan produk yang dijual dan perkhidmatan yang ditawarkan. Dakwaan ini bukan sahaja tidak beretika dalam budaya pengiklanan dan pemasaran, malah turut dilarang dalam hukum Islam kerana terdapat unsur yang melampau. Sehubungan itu, kajian ini bertujuan mengkaji isu berkaitan dakwaan melampau dalam pemasaran produk pengguna. Teknik data analisis kandungan diaplikasikan untuk data yang dikumpulkan. Hasil kajian mendapati teknik dakwaan melampau adalah dilarang oleh hukum Islam kerana wujudnya unsur penipuan dan pemalsuan maklumat produk pengguna.
Kata kunci: teknik dakwaan melampau, pemasaran produk, pengguna, media baharu, pemasaran tidak beretika
In today’s product marketing and consumer marketing strategy, a variety of techniques are used to promote sales in the new media. Among them is by making over claimed on the efficacy of the products being sold and services offered. These allegations are not just unethical in marketing and advertising culture, but also prohibited in Islam because of the element of trickery. In this regard, the objective of this study is to examine the issues of over-claimed in the marketing of consumer products. Content analysis was applied to the gathered data. The findings of the study showed that the technique of over claimed is prohibited by Islamic ruling because of the existence of elements of trickery and falsification of consumer product information.
Keywords: over claimed technique, product marketing, consumer, new media, unethical marketing
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