THE EFFECT OF ISLAMIC BRANDING ON THE DECISION OF MUSLIM INVESTORS IN CHOOSING ISLAMIC SHARES AS INVESTMENT INSTRUMENTS

Abstract

The focus of this study is to answer the problem about the influence of Islamic branding on the decisions of Muslim investors in the selection of Islamic stocks, as well as what obstacles and challenges are faced by Islamic stocks in their development process according to 10 respondents who are investors in Islamic stock instruments. This research uses descriptive qualitative research methods with data collection methods in the form of interviews. The results obtained in this study are that Islamic branding can affect the decision of Muslim investors to invest in Islamic stocks and the use of the Islamic label is quite effective both to attract interest and to make it easier to identify stocks that fall into the category of sharia. Seeing the very large Muslim population in Indonesia, the main problems faced are related to socialization and education. Socialization and education about Islamic stocks are still not widespread so that many people are still afraid to start investing in Islamic stocks and do not know what distinguishes Islamic stocks from conventional stocks. Many people still think that investing in Islamic stocks is something that is not halal, and many people have started, but have not continued because the profits they get do not match their expectations.