A SYSTEMATIC LITERATURE REVIEW (SLR): ADVERTISING AS A MEDIA OF DA'WAH ENTREPRENEUR

Abstract

Da'wah in advertising is a form of entrepreneurial strategy to promote the product being sold. Many advertisements contain da'wah messages on social media and electronic media. This research aims to collect data from previous research on advertising to preach to entrepreneurs. This study used a qualitative method using a literature review study with the theory of A Systematic Literature Review by Josette Bettany-Saltikov, (2012). The results of this study are from searching data on Google Scholars from 2017-2023 and found six relevant studies regarding entrepreneurship propaganda through advertising. Where the product advertisement contains messages about the role of Islamic da'wah, this is very interesting for Muslims because, of course, the advertised product is halal. Da'wah in advertisements is also attractive and acceptable among the public.