PERSPEKTIF FIQH MUAMALAH PADA LOYALITAS KONSUMEN MUSLIM PT.UNILEVER PASCA DUKUNGAN TERHADAP LGBT

VISTA AYU NURJUNIARTI, NIM. 17103080076 (2021) PERSPEKTIF FIQH MUAMALAH PADA LOYALITAS KONSUMEN MUSLIM PT.UNILEVER PASCA DUKUNGAN TERHADAP LGBT. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

PT. Unilever Indonesia, Tbk is part of a multinational company engaged in the manufacturing and marketing of consumer goods including soap, margarine, ice cream, beverages and cosmetics. As a large company Unilever conducts social action campaigns in the form of providing support for LGBT through the official Instagram account from Unilever Center (Global). How loyalty, response and Islamic law view Muslim consumers as dealing with companies that support LGBT acts. This type of research is a qualitative research, which is descriptive analytical. Data collection techniques using questionnaires and distributed through internet media in the form of google form. The population of this study are Muslims who consume Unilever products (minimum age 13 years). Sampling method using Accidental Sampling. The number of samples used as many as 105 people. The result of research on consumer loyalty is that respondents who have been Unilever consumers for years find it difficult to stop using Unilever products, even though they know Unilever supports LGBT. Respondents said they would try to switch to another company, although this was not easy. Respondents' responses would not recommend Unilever products to relatives or friends, after Unilever's support for LGBT. Legal provisions deal with companies that support LGBT if they see the impact it has, it is better to avoid it. This can be proven by an assessment based on the arguments of Islamic law (ushul fiqh) consisting of the Qur'an, As-Sunnah, Ijma 'and Qiyas, then taking the law using the mashlahah mursalah method. The results of this study did not find clear legal arguments which state that engaging with companies that support LGBT is halal or haram. So again it is based on mashlahah mursalah, namely sadd-zari'ah which means closing the way to harm. Closing the road in question is not to buy products from companies that support LGBT, so that there will be no harm in the future, namely the profits from product sales are used to make LGBT perpetrators more rampant and destroy the order of life.

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