The Marketing Model of the Prophet Muhammad SAW: A Reflective-Thematic Analysis of the Ethical and Sustainable Paradigm in Islamic Business
DOI:
https://doi.org/10.33751/jhss.v10i1.6Keywords:
Prophetic Marketing Model, Islamic Business Ethics, Sustainability, Ṣidq, Prophet Muhammad SAWAbstract
This research aims to construct a marketing model based on the prophetic values of the Prophet Muhammad (peace be upon him) as an alternative to the modern marketing paradigm, which often lacks moral and spiritual dimensions. Using a Reflective-Thematic Analysis (RTA) approach, this research explores and interprets ethical values in the sirah (religious texts) and hadith (traditions), and relates them to contemporary marketing theory and sustainability principles. The analysis identified four main themes that form the framework of the Prophetic Marketing Model: ṣidq (honesty), amanah (responsibility and trustworthiness), ‘adl (justice), and rahmah (compassion and sustainability). These four values form an interconnected ethical system and serve as a moral foundation for business practices oriented toward spiritual, social, and ecological balance. This model asserts that honesty builds market trust, amanah fosters social responsibility and spiritual accountability, justice upholds economic balance, and rahmah directs business activities toward sustainability that empathizes with humans and nature. The integration of these four values demonstrates the strong relevance of Islamic ethics in responding to the challenges of modern marketing, which is fraught with moral crises and market manipulation. This research contributes to expanding the academic discourse on Islamic marketing by offering a conceptual framework that combines spirituality, ethics, and sustainability into one integral paradigm. Furthermore, this research recommends further empirical exploration to test the applicability of this prophetic model in the context of digital marketing, the halal industry, and cross-cultural business practices. Thus, the Prophetic Marketing Model is expected to serve as a conceptual basis for developing more ethical, inclusive, and sustainable global business strategies.
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