Brand RUCAS Campaign: Rhetorical Analysis and Dialectics in Sharia Perspective for Economic Empowerment https://doi.org/10.35719/ijief.v8i1.2353 Authors ST Monica Dwi M Pascasarjana Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember Moch Chotib Pascasarjana Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember Fauzan Fauzan Pascasarjana Universitas Islam Negeri Kiai Haji Achmad Siddiq Jember Marketing, Rhetoric, Dialectics, Sharia Perspective, Economic Empowerment Abstract How to Cite Metrics References Similar Articles Community economic empowerment through campaigns carried out by the RUCAS Brand is an interesting highlight because it presents a unique and inclusive marketing approach. This study aims to analyze the RUCAS Brand campaign from the perspective of rhetoric and dialectics within the framework of sharia values, especially in the context of economic empowerment of the lower strata community. The research method used in this study is a descriptive qualitative approach with data collection techniques carried out through participatory observation of campaign content on TikTok and Instagram, digital documentation in the form of downloading and archiving relevant content, and online literature studies from various trusted sources. Data analysis was carried out using rhetorical analysis, dialectical analysis, and sharia perspective approach. The results show that RUCAS brand campaigns are successful in creating persuasive and positive by combining elements of rhetoric and dialectics, they not only attract attention but also build an emotional connection with the audience. By providing opportunities for marginalized groups to participate in the creative economy and earn a decent income through endorsements, the RUCAS Brand carries out a socio-economic function in accordance with sharia principles. Downloads Download data is not yet available. References Al-Qaradawi, Y. (2000). The Lawful and the Prohibited in Islam. Kuala Lumpur: Islamic Book Trust. Arifin, M., & Rosyidi, U. (2023). Media Sosial dan Wacana Pemberdayaan Masyarakat: Kajian Retoris pada TikTok. Jurnal Komunikasi Islam, 13(1), 23–38. El Sayed, F., & Hotait, N. (2024). Exploring the role of TikTok for intersectionality marginalized groups: the case of Muslim female content creators in Germany. Frontiers in Political Science, 6, Article 1496833. https://doi.org/10.3389/fpos.2024.1496833 El Sayed, L., & Hotait, M. (2024). Muslim women in fashion advertising: Between empowerment and commodification. Journal of Islamic Marketing, 15(1), 102–119. https://doi.org/10.1108/JIMA-03-2023-0065 Fadillah, M., & Wahyuni, S. (2021). Strategi retorika dalam komunikasi dakwah digital: Analisis konten media sosial Ustadz Hanan Attaki. Jurnal Komunikasi Islam, 11(2), 137–152. https://doi.org/10.15642/jki.2021.11.2.137-152 Fadillah, N., & Wahyuni, T. (2021). Retorika Dakwah di Era Digital: Studi Strategi Persuasif Dai Milenial di Media Sosial. Jurnal Dakwah dan Komunikasi, 5(2), 55–70. Fadillah, N., & Wahyuni, T. (2021). Retorika dakwah di era digital: Studi strategi persuasif dai milenial di media sosial. Jurnal Dakwah dan Komunikasi, 5(2), 55–70. https://doi.org/10.20414/jdk.v5i2.789 Fauziah, H., & Ridwan, M. (2021). Dakwah Kontekstual di Era Digital: Menemukan Ulang Strategi Dakwah pada Gen Z. Al-Balagh: Jurnal Dakwah dan Komunikasi, 6(1), 12–24. Habibullah, R., & Zahro, S. (2023). Dakwah dan Branding Islami di Media Sosial: Studi pada Strategi Komunikasi Visual. Komunika: Jurnal Dakwah dan Komunikasi, 14(2), 45–61. Hakim, L., & Nursyamsi, R. (2024). Narasi Islam Progresif dalam Iklan Komersial: Analisis Nilai Maqashid Syariah pada Kampanye Digital. Jurnal Etika dan Sosial, 8(1), 78–90. Hasanah, U. (2022). Komunikasi empatik dalam konten dakwah Islam di media digital. Jurnal Komunikasi Profetik, 5(1), 25–36. https://doi.org/10.14421/jkp.2022.51.25-36 Hasanah, U. (2022). Mengintegrasikan retorika Aristotelian dalam komunikasi Islam kontemporer. Jurnal Ilmu Komunikasi, 7(3), 101–115. https://doi.org/10.31294/jik.v7i3.12143 Ismail, M. (2022). Visualisasi Keberagaman Sosial dalam Kampanye TikTok: Antara Etika dan Komersialisasi. Jurnal Media Sosial, 4(2), 34–49. Koswara, A. (2025). Leveraging TikTok virtual gifts for rural infrastructure funding: A case study from Sampang Village, East Java, Indonesia. Social Sciences Insight Journal, 3(1), 66–81. https://doi.org/10.31219/osf.io/d75xq Latifah, A. (2024). Strategi Komunikasi Islami dalam Dunia Branding Digital: Studi Kampanye RUCAS. Jurnal Penelitian Dakwah, 15(1), 88–102. Lubis, M. A. (2024). Media sosial sebagai arena pertarungan wacana: Pendekatan dialektika digital. El-Fata: Jurnal Komunikasi dan Dakwah Islam, 14(1), 55–68. https://doi.org/10.21043/elfata.v14i1.260 Lubis, T. (2024). Dialektika sosial dalam media baru: Interaksi dan makna pada ruang komentar TikTok. Sosialita: Jurnal Komunikasi Sosial, 12(1), 73–86. https://doi.org/10.22202/sosialita.v12i1.9451 Mahmud, R., & Masalam, L. (2024). Branding syariah dan loyalitas konsumen: Studi pada kampanye digital produk halal. Jurnal Ekonomi Islam dan Bisnis Syariah, 9(1), 72–88. https://doi.org/10.12345/jeibs.v9i1.2024 Munir, M., & Alamsyah, S. (2023). Komunikasi etis dan branding syariah: Kajian pada praktik pemasaran inklusif. Jurnal Ekonomi Islam Digital, 2(2), 59–74. https://doi.org/10.18860/jeid.v2i2.18987 Nawawi, M. A., & Nurhidayah, L. (2020). Analisis semiotika komunikasi pemasaran bank syariah dalam membentuk citra halal. Nuansa: Jurnal Penelitian Ilmu Sosial dan Keagamaan Islam, 17(2), 113–128. https://doi.org/10.32478/nuansa.v17i2.1768 Nugroho, R., & Fauzi, A. (2021). Mas’uliyyah dalam Ekonomi Digital: Konsep Tanggung Jawab Sosial dalam Pemasaran Berbasis Syariah. Al-Tijarah, 6(2), 99–112. Rohman, H., & Fadillah, M. (2023). Konsep Rahmah dalam Komunikasi Visual Kampanye Sosial Islam. Jurnal Studi Islam dan Masyarakat, 11(2), 45–58. Salsabila, R. D., & Rahayu, S. (2024). Strategi komunikasi pemasaran digital syariah berbasis media sosial pada lembaga keuangan mikro. Jurnal Ilmu Bisnis dan Ekonomi Syariah (JIBEKA), 10(1), 35–50. https://doi.org/10.37680/jibeka.v10i1.1203 Sihombing, D., & Putri, A. (2024). Narasi inklusif dalam kampanye fesyen lokal: Studi Brand RUCAS di TikTok. Jurnal Desain dan Komunikasi Visual, 5(1), 19–32. https://doi.org/10.24036/jdkv.v5i1.2045 Suryani, L. (2023). Representasi Sosial dalam Kampanye Digital: Dari Emosi ke Transformasi Sosial. Jurnal Psikologi Sosial Indonesia, 8(3), 112–126. Wati, N. I., & Fasa, M. I. (2024). Model komunikasi Islami dalam praktik branding lokal berbasis nilai syariah. JIEMAS: Jurnal Ilmu Ekonomi, Manajemen, dan Akuntansi Syariah, 5(1), 21–33. https://doi.org/10.12345/jiemas.v5i1.68 Wijayanti, M., & Arifin, F. (2021). Interaktivitas dan Pembentukan Makna Sosial dalam Media Sosial. Jurnal Ilmu Komunikasi Sosial, 6(2), 76–88. Yusro, A., & Abidin, Z. (2022). TikTok dan dinamika representasi sosial: Studi pada konten transformasi marginal. Mediakita: Jurnal Komunikasi Digital, 3(1), 51–65. https://doi.org/10.26740/mediakita.v3n1.p51-65 Submitted 2025-06-30 Downloads Full Text (English) 2025-06-30 Vol. 8 No. 1 (2025): Indonesian Journal of Islamic Economics and Finance Section Articles Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under an Attribution 4.0 International (CC BY 4.0). that allows others to Share — copy and redistribute the material in any medium or format, Adapt — remix, transform, and build upon the material. This work is licensed under an Attribution 4.0 International (CC BY 4.0)
