Exploring value proposition marketing strategy from the perspectives of Ulul Albab : a case study on my #QuranTime

Abstract

A value proposition is important for any organization as it plays a significant role in marketing strategy. However, the development of a compelling value proposition is still lacking among the practitioners (Payne et al.,2020). This study was focused on the value proposition from an Islamic perspective specifically the concept of Ulul Albab. The success of an Islamic TV program, My #QuranTime, in gaining a tremendous number of audiences has aroused the researcher’s interest in conducting an in-depth exploration of the value proposition of My #QuranTime. The concern was given to the characteristics of Ulul Albab which are applied to the concept of the value proposition of My #QuranTime. The elements of value proposition (economic, functional, emotional, and symbolic) developed by Rintamaki et al. (2007) were employed to identify the key elements that describe the value proposition of My #QuranTime. This qualitative research was carried out using explanatory case study approach. Data were collected from in-depth and open-ended interviews with five participants who were the key managerial persons involved in the production of My #QuranTime. The findings highlighted four main themes representing the characteristics of Ulul Albab (visionary, sincerity, knowledgeable and thinking/tafakkur) which are applied to the value proposition of My #QuranTime, and that functional value is the key element that describes the value proposition of My #QuranTime. Accordingly, this study proposed a research model which emphasizes a need to inculcate the characteristics of Ulul Albab to create a compelling functional value proposition of an Islamic TV program so that it could sustain and gain a wide range of audiences.