Zakat Marketing Optimization in Indonesia: Strategic Insights for Sustainable Islamic Economic Development from a Systematic Review
DOI:
https://doi.org/10.54471/iqtishoduna.v14i2.2957Keywords:
zakat, marketing, systematic literature reviewAbstract
Zakat serves as a vital instrument of Islamic philanthropy that enhances social welfare and fosters sustainable socioeconomic progress. Nevertheless, its vast potential in Indonesia remains underutilized. This study aims to provide a comprehensive understanding of zakat marketing to guide practitioners and policymakers in maximizing zakat contributions. Employing a Systematic Literature Review (SLR) approach, the research explores the strategic dimensions influencing zakat marketing effectiveness. The findings reveal four principal dimensions: technological innovation, demographic characteristics, zakat literacy and religiosity, and fundraising with financial security. Organizational strategies encompass digital content inclusiveness, Sharia-based marketing, zakat education, and collection mechanisms, while individual determinants include social media influence, campaign awareness, religiosity, and gender-related financial behavior. The study concludes that integrating digital tools and literacy-based strategies can significantly improve zakat collection and distribution. It also highlights the need for future research to expand global perspectives, adopt diverse methodologies, and examine external socio-economic factors affecting zakat participation.
Downloads
References
Afendi, Arif. “The Effect of Halal Certification, Halal Awareness and Product Knowledge on Purchase Decisions for Halal Fashion Products.” Journal of Digital Marketing and Halal Industry 2, no. 2 (2020): 145. https://doi.org/10.21580/jdmhi.2020.2.2.6160.
Ajzen, Icek. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50, no. 2 (1991): 179–211.
Alam, S.S., and N.M. Sayuti. “Applying the Theory of Planned Behavior (TPB) in Halal Food Purchasing.” International Journal of Commerce and Management 21, no. 1 (2011): 8–20. https://doi.org/https://doi.org/10.1108/10569211111111676.
Anubha. “Mediating Role of Attitude in Halal Cosmetics Purchase Intention: An ELM Perspective.” Journal of Islamic Marketing, 2021. https://doi.org/10.1108/JIMA-04-2021-0112.
Aslan, Imran. “Measuring Halal Awareness at Bingol City.” Journal of Social Sciences (COES&RJ-JSS) 5, no. 3 (2016): 340–55. https://doi.org/10.25255/jss.2016.5.3.340.355.
Astuti, Rini Puji, Armanu, Risna Wijayanti, and Agung Yuniarinto. “The Halal Certification Essence in Manufacturer’s Perspective (A Phenomenology Study).” International Journal of Professional Business Review 8, no. 5 (2023): e01851. https://doi.org/10.26668/businessreview/2023.v8i5.1851.
Awan, H. M., A.N. Siddiquei, and Z. Haider. “Factors Affecting Halal Purchase Intention – Evidence from Pakistan’s Halal Food Sector.” Management Research Review 38, no. 6 (2015): 640–60.
Azam, Afshan. “An Empirical Study on Non-Muslim’s Packaged Halal Food Manufacturers: Saudi Arabian Consumers’ Purchase Intention.” Journal of Islamic Marketing 7, no. 4 (2016): 441–60. https://doi.org/10.1108/JIMA-12-2014-0084.
Aziz, Yuhanis Abdul, and Nyen Vui Chok. “The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslims in Malaysia: A Structural Equation Modeling Approach.” Journal of International Food and Agribusiness Marketing 25, no. 1 (2013): 1–23. https://doi.org/10.1080/08974438.2013.723997.
Bashir, Abdalla Mohamed. “Effect of Halal Awareness, Halal Logo and Attitude on Foreign Consumers’ Purchase Intention.” British Food Journal 121, no. 9 (2019): 1998–2015. https://doi.org/10.1108/BFJ-01-2019-0011.
Borzooe, Mahdi, and Maryam Asgari. “Discovering Perceptions of Muslim Consumers toward the ICRIC Halal Logo.” Journal of Islamic Accounting and Business Research 7, no. 4 (2016): 304–17.
Cao, Wenwen, and Zhonggen Yu. “The Impact of Augmented Reality on Student Attitudes, Motivation, and Learning Achievements—a Meta-Analysis (2016–2023).” Humanities and Social Sciences Communications 10, no. 1 (2023). https://doi.org/10.1057/s41599-023-01852-2.
Cheung, Christy M.K., and Dimple R. Thadani. “The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model.” Decision Support Systems 54, no. 1 (2012): 461–70.
Cohen, Jacob. Statistical Power Analysis for the Behavioral Sciences. 2nd ed. United States: Lawrence Erlbaum Associates, 1988.
Davis, Jacqueline, Kerrie Mengersen, Sarah Bennett, and Lorraine Mazerolle. “Viewing Systematic Reviews and Meta-Analysis in Social Research through Different Lenses.” SpringerPlus 3, no. 1 (2014): 1–9. https://doi.org/10.1186/2193-1801-3-511.
Dinar Standard. “State of the Global Islamic Economy Report 2022.” DinarStandard & Dubai Economy and Tourism. Dubai, 2022. https://haladinar.io/hdn/doc/report2018.pdf.
Elseidi, Reham I. “Determinants of Halal Purchasing Intentions : Evidences from UK.” Journal of Islamic Marketing 9, no. 1 (2018): 169–90.
Fauzi, Muhammad Ashraf, Noor Saadiah Mohd Ali, Nazirah Mat Russ, Fazeeda Mohamad, Mohamed Battour, and Nor Nadiha Mohd Zaki. “Halal Certification in Food Products: Science Mapping of Present and Future Trends.” Journal of Islamic Marketing 15, no. 12 (2024): 3564–80. https://doi.org/10.1108/JIMA-12-2023-0407.
Fauziah, Silvia, and Nur Hidayah Al Amin. “The Influence of Product Knowledge, Religiusity, Halal Awareness of Purchasing Decisions on Halal Products With Attitude As a Mediation Variable.” JMIF: Journal of Management and Islamic Finance 1, no. 2 (2021): 249–66. https://doi.org/10.22515/jmif.v1i2.4690.
Field, Andy P., and Raphael Gillett. “How to Do a Meta-Analysis.” British Journal of Mathematical and Statistical Psychology 63, no. 3 (2010): 665–94. https://doi.org/10.1348/000711010X502733.
Fischer, Johan. “Looking for Religious Logos in Singapore.” Journal of Management, Spirituality and Religion 16, no. 1 (2018): 132–53. https://doi.org/10.1080/14766086.2018.1470026.
Harahap, Z., D. Riyadi, and M. Permatasari M. Aldora. “The Influence of Halal Label on Purchase Decisions in the Hospitality Industry : A Case Study in Palembang City.” Asia-Pacific Journal of Innovation in Hospitality and Tourism 10, no. 3 (2021): 385–408.
Herjanto, H, M Amin, and M Karmagatri. “A Systematic Review on Halal Cosmetic Consumption: Application of Theory Method Context –Attributes Decision Outcome Framework.” Journal of Islamic Accounting and Business Research, 2022. https://doi.org/10.1108/JIABR-12-2021-0315.
Huang, Zhao, and Morad Benyoucef. “The Effects of Social Commerce Design on Consumer Purchase Decision-Making: An Empirical Study.” Electronic Commerce Research and Applications2 25 (2017): 40–58.
Jumani, Zulfiqar Ali, and Sasiwemon Sukhabot. “Behavioral Intentions of Different Religions: Purchasing Halal Logo Products at Convenience Stores in Hatyai.” Journal of Islamic Marketing 11, no. 3 (2020): 797–818. https://doi.org/10.1108/JIMA-07-2018-0112.
Karimi, S., K.N. Papamichail, and C.P Holland. “The Effect of Prior Knowledge and Decision-Making Style on the Online Purchase Decision-Making Process: A Typology of Consumer Shopping Behaviour.” Decision Support Systems 77 (2015): 137–47.
Lada, Suddin, Geoffrey Harvey Tanakinjal, and Hanudin Amin. “Predicting Intention to Choose Halal Products Using Theory of Reasoned Action.” International Journal of Islamic and Middle Eastern Finance and Management 2, no. 1 (2009): 66–76. https://doi.org/10.1108/17538390910946276.
Lee, T.R., Y.S. Lin, E.S. Kassim, and S. Sebastian. “Consumer Decisions toward Halal Purchase before and during COVID-19 Pandemic: A Grey Relational Analysis Approach.” British Food Journal 125, no. 9 (2023): 3351–67.
Liang, Ting-Peng, and Hung-Jen Lai. “Effect of Store Design on Consumer Purchases: An Empirical Study of on-Line Bookstores.” Information & Management 39, no. 6 (2002): 431–44.
Moher, David, Alessandro Liberati, Jennifer Tetzlaff, and Douglas G. Altman. “Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement.” BMJ (Online) 339, no. 7716 (2009): 332–36. https://doi.org/10.1136/bmj.b2535.
Mostafa, Mohamed M. “Mining and Mapping Halal Food Consumers: A Geo-Located Twitter Opinion Polarity Analysis.” Journal of Food Products Marketing 24, no. 7 (2018): 858–79. https://doi.org/10.1080/10454446.2017.1418695.
Muhamad, Nazlida, Vai Shiem Leong, and Normalisa Md Isa. “Does the Country of Origin of a Halal Logo Matter? The Case of Packaged Food Purchases.” Review of International Business and Strategy 27, no. 4 (2017): 484–500. https://doi.org/10.1108/RIBS-06-2017-0049.
Mursid, Ali, Yanti Pujiastuti, Rinwantin Rinwantin, and Radna Andi Wibowo. “The Capacity of the Halal Brand Logo to Fortify the Brand Commitment of Muslim Travellers.” Journal of Islamic Marketing, 2024. https://doi.org/10.1108/JIMA-10-2023-0325.
Muslichah, M., Rose Abdullah, and Lutfi Abdul Razak. “The Effect of Halal Foods Awareness on Purchase Decision with Religiosity as a Moderating Variable: A Study among University Students in Brunei Darussalam.” Journal of Islamic Marketing 11, no. 5 (2020): 1091–1104. https://doi.org/10.1108/JIMA-09-2017-0102.
Naimat, Nasihah, and Elistina Abu Bakar. “Rights of Redress on Supply of Goods under Consumer Protection Act 1999: The Issue of Halal Logo.” Malaysian Journal of Social Sciences and Humanities (MJSSH) 6, no. 10 (2021): 437–42. https://doi.org/10.47405/mjssh.v6i10.1044.
Nakagawa, Shinichi, Malgorzata Lagisz, Michael D. Jennions, Julia Koricheva, Daniel W.A. Noble, Timothy H. Parker, Alfredo Sánchez-Tójar, Yefeng Yang, and Rose E. O’Dea. “Methods for Testing Publication Bias in Ecological and Evolutionary Meta-Analyses.” Methods in Ecology and Evolution 13, no. 1 (2022): 4–21. https://doi.org/10.1111/2041-210X.13724.
Osman, S., K.W. Cheng, and W. Wider. “Factors Affecting the Halal Cosmetics Purchasing Behaviour in Klang Valley, Malaysia.” FWU Journal of Social Sciences 16, no. 4 (2022): 102–120.
Pauzi, Norhidayah, Asbah Razali, Saadan Man, Syed Mohd Jeffri Syed Jaafar, and Mohd Hafiz Jamaludin. “Influence of Customer Intention on Patronizing Halal Logo in the Food Premises of Malaysia.” Journal of Islamic Marketing 16, no. 2 (2024): 484–501. https://doi.org/10.1108/JIMA-05-2023-0158.
Quoquab, Farzana, Nur Zulaikha Mohamed Sadom, and Jihad Mohammad. “Driving Customer Loyalty in the Malaysian Fast Food Industry: The Role of Halal Logo, Trust and Perceived Reputation.” Journal of Islamic Marketing 11, no. 6 (2020): 1367–87. https://doi.org/10.1108/JIMA-01-2019-0010.
Rothstein, Hannah R., Alexander J. Sutton, and Michael Borenstein. Publication Bias in Meta-Analysis: Prevention, Assessment and Adjustments. Publication Bias in Meta-Analysis: Prevention, Assessment and Adjustments. West Sussex: John Wiley & Sons Ltd, 2006. https://doi.org/10.1002/0470870168.
Septiarini, D F, R T Ratnasari, M C M Salleh, S Herianingrum, and Sedianingsih. “Drivers of Behavioral Intention among Non-Muslims toward Halal Cosmetics: Evidence from Indonesia, Malaysia, and Singapore.” Journal of Islamic Accounting and Business Research, 2022. https://doi.org/10.1108/JIABR-02-2021-0064.
Song, Fujian, Lee Hooper, and Yoon K Loke. “Publication Bias : What Is It ? How Do We Measure It ? How Do We Avoid It ?” Open Access Journal of Clinical Tears 5 (2013): 71–81.
Sudiro, Achmad. “The Impact of Brand Awareness on Purchase Decision: Mediating Effect of Halal Logo and Religious Beliefs on Halal Food in Malang Indonesia.” In Proceedings of Sydney International Business Research Conference, 54–62. Sydney: Australian Academy of Business Leadership, 2017. www.voa-islam.com,.
Sullivan, Gail M., and Richard Feinn. “Using Effect Size—or Why the P Value Is Not Enough.” Journal of Graduate Medical Education 4, no. 3 (2012): 279–82. https://doi.org/10.4300/jgme-d-12-00156.1.
Temizkan, Volkan. “A Research on The Attitude and Purchasing Behavior of Muslim Consumers Towards Products with Halal Logo in Another Muslim Country.” Sosyal Mucit Academic Review 3, no. 1 (2022): 123–47. https://doi.org/10.54733/smar.1108447.
Viverita, and Ratih Dyah Kusumastuti. “Awareness of Halal Certification of Micro and Small Enterprises in Jakarta.” International Journal of Economics and Management 11, no. 2 Special Issue (2017): 459–71.
Wallace, Byron C., Marc J. Lajeunesse, George Dietz, Issa J. Dahabreh, Thomas A. Trikalinos, Christopher H. Schmid, and Jessica Gurevitch. “OpenMEE: Intuitive, Open-Source Software for Meta-Analysis in Ecology and Evolutionary Biology.” Methods in Ecology and Evolution 8, no. 8 (2017): 941–47. https://doi.org/10.1111/2041-210X.12708.
Wampold, Bruce E., Hyunnie Ahn, and Dongmin Kim. “Meta-Analysis in the Social Sciences: A Useful Way to Make Sense of a Series of Findings from a Large Number of Studies.” Asia Pacific Education Review 1, no. 1 (2000): 67–74. https://doi.org/10.1007/bf03026147.
Wibowo, Mas Wahyu, Auditia Lintang Sari Putri, Ali Hanafiah, Dudi Permana, and Fauziah Sh Ahmad. “How Education Level Polarizes Halal Food Purchase Decision of Indonesian Millennials.” Journal of Islamic Marketing 13, no. 12 (January 1, 2022): 2582–2610. https://doi.org/10.1108/JIMA-10-2020-0323.
Wu, Yuning, Shanhe Jiang, and Eric Lambert. “Citizen Support for Community Policing in China.” Policing 34, no. 2 (2011): 285–303. https://doi.org/10.1108/13639511111131094.
Yasid, A., F. Farhan, and Y. Andriansyah. “Factor Affecting Muslim Students Awareness of Halal Products in Yogyakarta, Indonesia.” International Review of Management and Marketing2 6, no. 4 (2016): 27–31.
Yulianto, Heru, Yohanes Sutomo, Dyah Palupiningtyas, and Krisnawati Setyaningrum Nugraheni. “Investigating the Role of Interactive Social Media and Halal Brand Equity on Purchase Decision-Making: Direct and Indirect Effects.” Measuring Business Excellence 26, no. 4 (2022): 524–540.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Anton Priyo Nugroho, Lukman Hamdani, Atep Hendang Waluya
This work is licensed under a Creative Commons Attribution 4.0 International License.
The journal can be accessed publicly, which means that all content is provided freely accessible without charge to either the user or the institution. Users are allowed to read, download, copy, distribute, print, search, or cite to the full text of the article did not have to ask permission from the publisher or author.
