Strategi PT Dinar Khoirur Rooziqiin Indonesia dalam membangun citra sebagai investasi emas Islami

Diameliza, Diameliza (2026) Strategi PT Dinar Khoirur Rooziqiin Indonesia dalam membangun citra sebagai investasi emas Islami. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA: Perkembangan investasi emas mendorong munculnya perusahaan yang menawarkan produk emas kepada masyarakat. Kondisi tersebut menciptakan persaingan yang membuat perusahaan perlu membangun citra dengan karakter dan ciri pembeda agar dikenali publik. PT Dinar Khoirur Rooziqiin Indonesia mengintegrasikan nilai-nilai Islami dalam aktivitas perusahaan sebagai bagian dari upaya membangun citra sebagai investasi emas Islami. Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi PT Dinar Khoirur Rooziqiin Indonesia dalam membangun citra sebagai investasi emas Islami. Khususnya, penelitian ini bertujuan untuk mengetahui karakter organisasi, upaya perusahaan dalam membangun reputasi, penerapan nilai-nilai dalam aktivitas perusahaan, serta penggunaan identitas perusahaan dalam membentuk citra tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif untuk memahami strategi perusahaan dalam membangun citra. Data penelitian diperoleh melalui wawancara dengan informan penelitian, observasi nonpartisipan terhadap aktivitas perusahaan, serta dokumentasi sebagai data pendukung. Penelitian ini menggunakan model Corporate Image Shirley Harrison sebagai landasan analisis. Model tersebut terdiri atas empat aspek, yaitu (1)personality yang berkaitan dengan karakter organisasi,(2) reputation berkaitan dengan reputasi perusahaan, 3)values berkaitan dengan nilai-nilai perusahaan, serta 4)corporate identity berkaitan dengan identitas perusahaan dalam memperkenalkan perusahaan kepada publik. Hasil penelitian menunjukkan bahwa : (1) personality dibangun melalui karakter organisasi yang religius dan humanis (2) reputation dibangun melalui pelayanan kepada konsumen dan keunggulan produk (3) values diterapkan melalui nilai edukasi dan nilai Islami serta (4) corporate identity dibangun melalui nama bermakna religius, logo bermakna filosofis, dan penggunaan warna secara konsisten. Berdasarkan hasil penelitian, dapat disimpulkan bahwa keempat aspek tersebut saling melengkapi dalam mendukung terbentuknya citra PT Dinar Khoirur Rooziqiin Indonesia sebagai investasi emas Islami. ENGLISH: The growing interest in gold investment has encouraged the emergence of companies offering gold products to the public. This condition creates competition that requires companies to build an image with distinctive characteristics in order to be recognized by the public. PT Dinar Khoirur Rooziqiin Indonesia integrates Islamic values into its corporate activities as part of its efforts to build an image as an Islamic gold investment. This study aims to identify and analyze the strategy of PT Dinar Khoirur Rooziqiin Indonesia in building an image as an Islamic gold investment. Specifically, this study aims to examine the organization’s characteristics, the company’s efforts to build its reputation, the application of values in corporate activities, and the use of corporate identity in shaping this image. This study employs a qualitative approach with a descriptive method to understand the company’s strategy in building its image. The research data were obtained through interviews with research informants, non-participant observation of corporate activities, and documentation as supporting data. This study uses Shirley Harrison’s Corporate Image model as the analytical framework. The model consists of four aspects: (1) personality, which relates to organizational characteristics; (2) reputation, which relates to corporate reputation; (3) values, which relate to corporate values; and (4) corporate identity, which relates to the identity used by the company to introduce itself to the public. The findings reveal that: (1) personality is built through religious and humanistic organizational characteristics; (2) reputation is built through customer service and product excellence; (3) values are implemented through educational and Islamic values; and (4) corporate identity is built through a company name with religious meaning, a logo with philosophical meaning, and consistent use of corporate colors. Based on the findings, it can be concluded that these four aspects complement one another in supporting the formation of PT Dinar Khoirur Rooziqiin Indonesia’s image as an Islamic gold investment.

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