Islamic Marketing Management Information System Model

Hamdi Agustin, Sri Indrastuti and Firdaus Abd Rahman

Faculty of Economics, Islamic University of Riau, Pekanbaru, Indonesia

Keywords:

Information, Islamic, Marketing Management, System.

Abstract:

In various literature, the marketing information system model has been deﬁned in various forms such as

McLeod and Schell (2007), O’Brien and Marakas (2011) and Kotler and Armstrong (2014). But no one has

looked at the Islamic perspective regarding marketing management information systems. This study purporse

discuss the marketing management information system mode an Islamic perspective where every aspect of

information is included in Islamic values. This paper can be used as a development literature in the ﬁeld

of management information systems. The results of this study found that inputs in marketing management

information systems consist of Maximizing Value Information Systems, Market Information Systems and

marketing research. While output produces a sharia marketing system consisting of products, values, promo-

tions and places or distribution. The concept of Islamic marketing management information systems is based

on the theory of Maqasid Syari’ah. This theory comes from the Qur’an and hadith.

1 INTRODUCTION

Information marketing is an important problem in

business, consequently managing information mar-

keting requires a marketing information system (Ha-

jiheydari et al., 2018). In the literature, marketing in-

formation systems have been deﬁned in various forms

such as McLeod and Schell (McLeod and Schell,

2007), O’Brien and Marakas (O’Brien, 1998) and

Kotler & Armstrong (Kotler and Armstrong, 2013).

But no one has looked at the Islamic perspective re-

garding marketing management information systems.

The concept of Islamic marketing management infor-

mation systems is based on the theory of Maqasid

Syari’ah. This theory comes from the Qur’an and

hadith. In this theory explains the emphasis to pros-

perity of human life in the world and in the hereafter

based on the balance of the goal of getting heaven and

the blessing of Allah Ta’ala with the aim of obtaining

momentary satisfaction namely the satisfaction of life

in the world alone. Thus marketing management in-

formation systems must be based on Islamic sharia

values.

Marketing information systems is a computer-

based system that works together with other func-

tional information systems to support company man-

agement in solving problems related to the market-

ing of company products (McLeod and Schell, 2007).

Marketing information systems utilize information

technology to support the main components of the

marketing function (O’Brien, 1998). Marketing in-

formation systems consist of various components to

provide accurate and accurate information to market-

ing decision makers (Kotler and Keller, 2011).

Based on the explanation above, it can be con-

cluded that the marketing information system is an

information system that supports various marketing

activities in a company by utilizing information tech-

nology to provide the information needed regarding

product marketing to those who need that information

to achieve certain goals. Marketing information sys-

tems provide information for sales, sales promotions,

price, marketing activities, market research activities

and others related to marketing. The function of busi-

ness marketing is related to the planning, promotion,

and sale of products that are in the market today, and

the development of new products and markets to bet-

ter attract potential consumers and maintain relation-

ships with current customers (O’Brien, 1998).

Information needed by marketing managers can

be obtained through marketing information systems

which are basically a collection of sub-systems that

are interconnected with each other and cooperate har-

moniously to achieve a goal of processing data re-

lated to marketing problems into information market-

ing needed by marketing management when making

decisions in order to carry out its functions. Support

provided by Information Technology-based informa-

Agustin, H. and Indrastuti, S.

Islamic Marketing Management Information System Model.

DOI: 10.5220/0009185304330439

In Proceedings of the Second International Conference on Social, Economy, Education and Humanity (ICoSEEH 2019) - Sustainable Development in Developing Country for Facing Industrial

Revolution 4.0, pages 433-439

ISBN: 978-989-758-464-0

433

tion systems as shown in Figure 1 below.

Kotler describes the relationship between market-

ing information systems, the environment and mar-

keting executives as information users. While Mc.

Leod describes it in the form of another structure with

an emphasis on aspects of information technology as

shown in the following Figure 2.

Based on the picture above, marketing informa-

tion systems can consist of sales accounting infor-

mation systems, marketing intelligence information

systems and marketing research information systems

which are marketing input systems and reporting sys-

tems (Products, prices, promotions and places) and

integration of all of them called marketing mixes. The

model above shows a conventional perspective mar-

keting management information system model. Both

of these models have limitations on not including Is-

lamic values in all aspects of information. This paper

aims to discuss the marketing management informa-

tion system model according to an Islamic perspec-

tive where every aspect of information is included in

Islamic values. This paper is expected to be used as

a development literature in the ﬁeld of management

information systems.

2 LITERATURE REVIEW

The concept of Islamic marketing gives a situation

that indicates the development of Islamic marketing

for humans in the future. To achieve the concept of

Islamic marketing, an information system is needed

data so as to produce information relating to the prob-

lem of how to maximize marketing value to achieve

the welfare of human life both in the world and in

the hereafter. The concept of Islamic marketing is the

process of identifying and implementing a strategy of

value maximization carried out by the company in or-

der to work according to the guidelines and guidelines

given in the al-Qur’

an and as-Sunnah.

Cox and Good in 1967 using the terminology of

marketing information system for the ﬁrst time (Cox

and Good, 1967). However, applying the computer in

marketing was ﬁrst proposed by Kotlerin 1966. Ner-

vous system marketing is the name of the marketing

system ﬁrst proposed by Kotler.He has explained how

a ﬁrm can use a computer system for supporting mar-

keting activities. Afterwards this concept gain lots of

respect from other researchers which studied about

marketing information systems. All studies about

marketing information systems concluded a model in

which the concept of system referred to a tool for

changing input to output. In these models, marketing

management has been a controlling and feedback unit

and used the output for organization‘s marketing ac-

tivities and sell operations. Some of these conceptual

models are explained in continuing.

Marketing information systems is a decision sup-

port system which must have marketing mix sub-

systems. These sub-systems can be used by market-

ing managers for answering critical questions about

marketing plans (Montgomery and Urban, 1970) and

(Crissy and Mossman, 1977). King and Cleland in

1974 have identiﬁed the marketing strategic planning

as the most important marketing information system

value (King and Cleland, 1974). Planning and de-

veloping product, pricing, distributing and promotion

strategies are sub-systems for a marketing informa-

tion system which proposed by Brien and Stafford in

1968. Moreover, they explained the usefulness of a

marketing information system for planning and de-

veloping marketing plans (Brien and Stafford, 1968).

Tull and Hawkins in 1993 have deﬁned marketing in-

formation system as a producer, keeper and distribu-

tor of information for marketing managers (Tull and

Hawkins, 2003).

In addition, the marketing information system can

be deﬁned as the structural composition of people,

machines and processes, which are applied to the ﬂow

of information from internal and external sources.

This information ﬂow will be applied to decision

making (O’Brien, 1998). Boone and Kurtz in 2007

has introduced a marketing information system as a

computer-based system that has a steady ﬂow of infor-

mation to the marketing manager xxx(Boone & Kurtz,

2007).

Furthermore, jobber in 2007 to deﬁne the market-

ing information system as a system in which the of-

ﬁcial marketing data collected, stored, analyzed, and

distributed to managers at according to their informa-

tion needs on a regular basis (Jobber, 2007). Besides

Kotler and Keller 2006 has deﬁned marketing infor-

mation systems more widely as people, equipment,

and procedures to gather, sort, analyze, evaluate, and

distribute the information needed, timely, and accu-

rate information to decision makers marketing (Kotler

and Keller, 2011).

At present, the marketing information system is

very important as a tool that uses data and marketing

information to support decision making in the ﬁeld

of marketing (Li et al., 2001)(Ying and Peters, 2011)

(Hess et al., 2004). In addition, this decision is usually

to design marketing campaigns and promotions (Lin

and Hong, 2009)(Lee et al., 2009).

ICoSEEH 2019 - The Second International Conference on Social, Economy, Education, and Humanity

434

Figure 1: Marketing information system supports the main components of the marketing function.

Figure 2: Marketing information system supports the main components of the marketing function.

3 RESEARCH METHOD

In this section, two research methods of this article

would be described. These two research methods are

design sciences which are applied for a developing

framework of information systems of perspective of

Islamic and content analysis, which is used for ana-

lyzing content and deriving knowledge from it.

4 RESULT AND DISCUSSION

The values of marketing relations in an Islamic per-

spective are different from the values that have been

built up in conventional marketing theory. The form

of service that is based on philosophical values of

sharia that has a transcendental relationship, where

these values are guided by Wahyu Allah, which have

not yet been reached in conventional marketing the-

ory, will provide two dimensions of relationship val-

ues, namely vertical and horizontal relations (habl

min-Allah wa habl min naas).

Judging from the dimensions of horizontal rela-

tions have two inﬂuences: ﬁrst, the relationship be-

tween customers and marketing, where customers

will feel satisﬁed with the services provided by mar-

keters of universities through gentle attitudes and be-

havior, generous and prioritizing customers (Itsar). If

the customer is satisﬁed, it will create and increase

customer loyalty, so that a long-term relationship be-

tween the customer and the marketer is built individ-

ually and then will be satisﬁed with the institution;

second, creating a harmonious relationship between

individual marketers so as to create a cool and peace-

ful atmosphere; third, the ﬁrst and second inﬂuences

in a sirrullah (something that is not able to be reached

by logic) will foster customer sympathy towards mar-

keters and companies.

The second dimension, is the vertical relationship

to Allah Ta‘ala, that the behavior of marketers guided

by Islamic values originating from the Qur’an and

as- Sunnah will realize that every service provided

to customers is based on worship and is solely hop-

ing for the pleasure of Allah SWT. Thus, you will

avoid the arrogant / arrogant, arrogant and selﬁsh at-

titude, because realizing that everything that is done

in the world will be accountable before Allah Ta‘ala.

The righteous deeds will get heaven’s reward and vice

versa as a consequence of evil deeds is the torment of

hell.

Figure 3, we provide an Islamic marketing man-

agement information system model. this model dif-

ferent from the model of conventional marketing

management information system being addressed by

McLeod and Schell (McLeod and Schell, 2007),

Islamic Marketing Management Information System Model

435

O’Brien and Maracas (O’Brien, 1998) and Kotler and

Armstrong (Kotler and Armstrong, 2013).

4.1 Marketing Information Systems

Have Three Input Subsystems

(Figure 3)

4.1.1 Information Systems Maximize Value

The concept of Islamic marketing emphasizes the as-

pect of value maximization by way of honesty and

justice which aims to provide a way of working the

company to work according to the guidance of the al-

Qur’an and as-Sunnah, as the Prophet did in doing

business including delivering honest, complete and

clear information in marketing products sold. This

is what distinguishes the conventional marketing con-

cept approach based on conventional ethical theory

where the benchmarks of right or wrong are based on

reason.

4.1.2 Market Information System

The market information system provides detailed data

and information relating to the behavior and problems

of the place where the marketing of products to be

sold, including consumer interests, is known to be a

proﬁtable product to market. Market information sys-

tems are very important to know because they relate

to consumers who will buy products that will be mar-

keted so that the products sold can be sold in the mar-

ket entered.

By knowing market information, it will enable

consumers to get customer satisfaction. Customer sat-

isfaction in the Islamic marketing perspective is based

on Islamic sharia guidance, namely the Qur’an and

as-sunnah. Customer satisfaction in an Islamic per-

spective is closely related to needs, desires, beliefs,

beneﬁts, blessings, beliefs and halalness. Customer

satisfaction by providing the best service that is in ac-

cordance with the concept of Islamic marketing, in

the Islamic perspective has provided a service con-

cept that will be able to provide customer satisfaction

such as being gentle, generous, and prioritizing the

customer when trading.

4.1.3 Marketing Research

This subsystem provides facilities to design, collect,

analyze, and report data on research results in the ﬁeld

of marketing systematically. The data collected in this

subsystem are of two types, namely primary data (ob-

tained from the distribution of questionnaires, surveys

and observations) and secondary data (obtained from

internal sources such as income statements, balance

sheets, statistical reports, reference books and journal

publications).

There are several ways to do this marketing in-

telligence, there are: 1), the marketing manager does

it himself by reading references, by interviewing or

direct interviews with customers, intermediaries, or

anyone related; 2) buying information from outside;

3) work with intermediaries to convey the information

needed; 4) establish marketing information centers to

collect and distribute marketing information.

4.2 Output Marketing Information

System

4.2.1 Products

If viewed from an Islamic perspective, it has certain

speciﬁc limitations regarding product deﬁnition. In

Islamic syari’ah there are 6 things that need to be ful-

ﬁlled when offering a product:

• Products sold are needed by everyone;

• Products offered have clarity of goods, clarity of

size or size, clarity of composition and use of

good materials;

• Products sold are not damaged and defective;

• Products that are traded are halal products;

• Products sold do not contain gharar and fraud;

• Products sold do not mix low quality with good

ones.

4.2.2 Value

The value contained in a product is divided into two,

namely, ﬁrst the price is materially valued by the

money from the product sold. The two non-material

values of the product because they are rewarded by

Allah Ta’ala because they can help people with the

products sold. For example, the business of selling

drugs would be able to help people as intermediaries

to cure their illnesses.

The deﬁnition of price is the amount of money that

will be spent to obtain or enjoy an item or service.

More broadly, price is the overall value exchanged by

consumers to beneﬁt from ownership of a product or

service. In the Islamic concept a merchant can set the

price for a product or service. However, in pricing,

prices may not be too high so they can burden con-

sumers.

Determining prices may not use methods that can

harm other business people. Islam certainly allows

traders to take advantage. Because the essence of

ICoSEEH 2019 - The Second International Conference on Social, Economy, Education, and Humanity

436

Figure 3: Islamic marketing management information system model.

trading is to look for proﬁt. However, to take advan-

tage of it, do not overdo it. Because, if the price set

is a fair price, then the trader will deﬁnitely excel in

quantity. In other words, getting a lot of proﬁts from

the number of items sold, the more visible the bless-

ings of the fortune. In the process of pricing, Islam

also views that prices must be adjusted to the condi-

tions of goods sold. Rasulullah sells products at prices

that can be absorbed by the market.

At one point, the Prophet was angry when he saw

a merchant hiding wet corn under dry corn, then the

merchant sold it at a high price. In a hadith the

Prophet said: “Why don’t you put the wetness on the

food, so that people can know the situation. Whoever

deceives, then he is not in our class” (HR. Muslim).

The above hadith indicates that if the item is good,

it is only natural that the price is expensive. But if the

item is of poor quality, it is naturally sold at a low

price. The Prophet Muhammad also taught how to

set a good price. Good items are sold at good prices.

And lower quality goods are sold at lower prices. Not

necessarily bad items are sold at high prices. Rasul-

ullah also forbade false demand. Najasy transactions

are prohibited because the seller tells someone else to

praise the item or bid at a high price so that other peo-

ple are interested in buying. In fact, the bidder himself

did not intend to actually buy the item. He just wants

to cheat other people who really want to buy.

Previously, this person had made an agreement

with the seller to buy at a high price so that there was

a real buyer at a high price with the intention to be

deceived. The result is a false demand.

4.2.3 Promotion

Promotion is a tool used by companies to inform,

persuade and remind consumers directly or indirectly

about the products and brands they sell in the hope

that they buy the product. One of the promotions is

through advertising. the purpose of promotion in the

form of advertising is to focus on informing, inform-

ing consumers or prospective consumers about the ad-

vantages of the product being sold.

Another purpose of promotion is to inform poten-

tial consumers of the current changes, the quality and

the existence of products or services to develop at-

titudes towards products, brands or companies while

at the same time reminding consumers about product

excellence.

Marketers need to consider several factors in cre-

ating and delivering messages that are effective in

promotion. These factors include, restrictions on the

type of media used, the ability to promote certain

products, the image of advertising, social groups and

government regulations.

Every message delivered in a promotion will of-

fer two things, namely the reason for buying (through

advertising) and the incentive to buy (through a sales

promotion). In conventional marketing, promotion

does not directly relate to religious values that gov-

ern every process in promotion in accordance with the

rules of Islamic religion.

All messages in advertising that follow the teach-

ings of Islam will spread good morals, like women

with proper behavior and clothing. So that that as-

sumes the message acts as a positive contribution such

as honesty and advice for the family and society as

a whole. Advertising marketers or producers in the

Muslim world will beneﬁt by improving and under-

standing Islamic values. Thus, prospective Muslim

buyers will feel emotional connection. Prospective

non-Muslim buyers may also feel more conﬁdent with

the product because of the good and generally ac-

cepted universal values that Islam can show as a re-

ligion that is rahmatan lil alamin.

Islamic Marketing Management Information System Model

437

4.2.4 Place or Distribution

Distribution is a variety of activities carried out by

the company to make its products easily available

and available to target consumers by marketing these

products. Distribution includes the types of rela-

tionships, intermediaries, storage, location and trans-

portation. A Muslim businessman will not commit

acts of tyranny against other competitors, bribes to

smooth out his market channels and other acts of

machevialis. In determining place or distribution

channels, Islamic companies must prioritize places

that are in accordance with the target market, so that

they can be effective and efﬁcient. So in essence, in

determining the marketing-mix must be based on the

principles of justice and honesty. The difference be-

tween an Islamic and non-Islamic business lies in the

operational rules that make halal and haram, so care

must be taken in carrying out the strategy.

In an Islamic perspective, more emphasis is on the

closeness of the company to the market. This is to

avoid any interception of goods before reaching the

market. In a Hadith mentioned. Which means: “Ibn

Umar said, Indeed the Prophet forbade someone to

intercept merchandise before arriving at the market”

(HR. Muslim).

The hadith above shows that the shorter the mar-

keting channel to the market, the better. So that there

were no unilateral transactions from speculators. The

purpose or function of distribution is to accelerate the

arrival of goods in the hands of consumers or mar-

kets at the right time. Distribution policy must at least

meet three criteria. First, the accuracy and speed of

time arrives in the hands of consumers. Second, the

security of goods or products from damage. The three

means of competition in providing speed and accu-

racy meet consumer needs.

5 CONCLUSIONS

In the literature, marketing information systems have

been deﬁned in various forms such as McLeod and

Schell (2007), O’Brien and Marakas (2011) and

Kotler & Armstrong (2014). But no one has looked

at the Islamic perspective regarding marketing man-

agement information systems. This study purporse

discuss the marketing management information sys-

tem model an Islamic perspective where every aspect

of information is included in Islamic values. This pa-

per is expected to be used as a development literature

in the ﬁeld of management information systems. The

concept of Islamic marketing emphasizes the aspect

of value maximization by way of honesty and justice

which aims to provide a way of working the company

to work according to the guidance of the Qur’an and

hadith, as the Prophet did in doing business including

delivering honest, complete and clear information in

marketing products. The results of this study found

that input in marketing management information sys-

tems consists of Maximizing Value Information Sys-

tems, Market Information Systems and marketing re-

search . While output produces a syaroah marketing

system consisting of products, values, promotions and

places or distribution. The concept of Islamic market-

ing management information systems is based on the

theory of Maqasid Syari’ah. This theory comes from

the Qur‘an and hadith.

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