The Islamic Economic Paradigm on the Dialectic between Brands, Functional Needs and Symbols of Social Prestige
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The lifestyle phenomena of modern society often reveal a mismatch between wants andneeds This study aims to describe the Islamic economic paradigm in relation to the perceptions of Muslim consumers in Pekalongan Regency, Central Java, regarding the iPhone brand image as both a digital communication necessity and a lifestyle symbol. This study employed a descriptive qualitative approach involving 15 Muslim iPhone users selected through purposive sampling.. The findings indicate that Muslim consumers perceive the iPhone as an innovative product that supports productivity and daily digital activities. At the same time, the iPhone is also viewed as a symbol of prestige and modern social identity. From the perspective of Islamic economics, the use of premium technology products is permissible when based on functional needs and the principle of maslahah, while excessive consumption motivated primarily by social status may lead to israf. This study contributes to the development of Islamic consumer behavior literature by explaining the dialectical relationship between functional needs, brand image, and social prestige in the consumption
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