The Concept and Principles of Personality Measurement in Islam

This paper aims to identify the concept of personality measurement in Islam by analyzing the principles used to measure the personality of Islamic consumers. Existing personality measurement tools presently come from Western concepts. Western personality measurement tools are formulated according to the views, values and religious beliefs of the Judeo-Christian community. Hence, the cultural values and religious beliefs of Western society influence the concept of personality used in measuring one's personality. The use of Western personality measurement tools is inappropriate in the context of measuring individual Muslim personality. Personality measurement is essentially a measure of the extent of one's commitment and adherence to his or her religious values. To measure the personality of a Muslim, a measurement tool based on Islamic principles is needed. The findings show that the concept of personality measurement tools in Islam should be based on the tasawur, which is based on the Qur'an and Hadith. From the tasawur, the principles of the Muslim consumer personality, namely, the principles of tauhid, caliph and akhlaq (morality), are born. Based on these concepts and principles, the Islamic consumer personality measurement tools can be built for the needs of Muslim individual personality measurement.