Amidas Gontor’s Integrated Marketing Communication Strategy: An Islamic Business Perspective

Abstract

Bottled Drinking Water (BDW) has become a basic necessity in modern society, particularly in urban areas and regions with limited access to clean water. The intense competition within this industry requires every producer to build strong brand awareness among consumers. This study aims to analyze the implementation of Integrated Marketing Communication (IMC) strategies by Amidas Gontor in increasing sales and strengthening brand positioning amid competition from major brands such as Aqua and Le Minerale. Amidas Gontor is a business unit owned by Pondok Modern Darussalam Gontor, operating in the bottled water industry. This research employs a descriptive qualitative method with data collected through observation, interviews, and documentation. The analysis focuses on the implementation of seven main elements of IMC: advertising, direct marketing, sales promotion, personal selling, interactive marketing, public relations, and word-of-mouth marketing. The findings indicate that the integrated marketing communication strategy applied by Amidas Gontor has been effective in enhancing brand awareness and increasing sales. However, the study also reveals weaknesses in the utilization of digital marketing, which remains suboptimal. From the perspective of Islamic Communication, the business strategy implemented by Amidas Gontor reflects Islamic principles as outlined in the Qur’an and Hadith, emphasizing honesty, trustworthiness, and a focus on communal benefit. This study recommends strengthening communication strategies through social media and improving the integration among IMC elements to achieve sustainable marketing effectiveness in accordance with Islamic values.

Keywords: Islamic Communication, Integrated Marketing Communication (IMC), Amidas Gontor, Islamic Business