Islamic branding, religiosity and consumer decision on products in IAIN Salatiga

Yudha Trishananto

Abstract


Islamic branding practices have recently been the main discussions within practitioners' and academicians' in the recent years. Several experts reported that Islamic branding concept has attracted interests of many companies. Muslim consumers are to be more selective in consuming their products. The labelling of halal may not always guarantee that the product is. This study aims at finding out how Islamic branding influences consumers' decision and whether consumers' religiosity correlates with Islamic branding and their decision in choosing products. The population of this research academic community of IAIN Salatiga. The samples of this research are 100 randomly chosen participants. A 5-scale Likert questionnaire was used in this study and was then analysed using double linear regression model. The results indicated that Islamic branded has the power of 9.4 % in influencing customers' decision. Meanwhile, 90.6 % of customers' decision was influenced by other factors. Additionally, religiosity as the moderating variable weakens the correlation between Islamic branding variables and customers' decision.


Keywords


Consumers' Decision; Islamic Branding; Religiosity

Full Text:

PDF

References


Alam, S. S., Mohd, R., & Hisham, B. (2011). Is religiosity an important determinant on Muslim consumer behaviour in Malaysia? Journal of Islamic Marketing, 2(1), 83–96.

Alserhan, B. A. (2010). On Islamic branding: brands as good deeds. Journal of Islamic Marketing, 1(2), 101–106.

CIA. (2009). The World Fact Book. Retrieved from www.cia.gov/library/publications/the –world-fact book.

Essoo, N., & Dibb, S. (2004). Religious influences on shopping behaviour: an exploratory study. Journal of Marketing Management, 20(7–8), 683–712.

Hurriyati, R. (2010). Bauran Pemasaran dan Loyalitas Pelanggan: Fokus pada Pelanggan Kartu Kredit Perbankan. Alfabeta, Bandung.

Jumani, Z., & Siddiqui, K. (2012). Bases of Islamic branding in Pakistan: Perceptions or believes. Interdisciplinary Journal of Contemporary Research in Business, 3(9).

Mokhlis, S. (2009). Relevancy and measurement of religiosity in consumer behavior research. International Business Research, 2(3), 75–84.

Nasrullah, M. (2015). Islamic Branding, Religiusitas dan Keputusan Konsumen Terhadap Produk. Jurnal Hukum Islam, 13(2), 79–87.

Reitsma, J., Scheepers, P., & Grotenhuis, M. Te. (2006). Dimensions of individual religiosity and charity: cross-national effect differences in European countries? Review of Religious Research, 347–362.

Swastha, B., & Handoko, H. (2013). Manajemen Pemasaran Analisis Perilaku Konsumen Edisi Pertama Cetakan Keenam. Yogyakarta: BPFE--Yogyakarta.

Tai, J., & Chew. (2012). Brand Management. Jakarta: Indeks.

Yunus, M. A. (2012). Halal branding: a study of Muslim consumers perspective. 2nd Global Islamic Marketing Conference, Global Islamic Marketing Conference, Abu Dhabi, 12–17.




DOI: https://doi.org/10.18326/ijier.v1i2.3145

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Indonesian Journal of Islamic Economics Research

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indonesian Journal of Islamic Economics Research, p-ISSN 2686-5076 l e-ISSN 2714-5751

This work is licensed under a Creative Commons Attribution 4.0 International License.

          

Web Analytics Made Easy - StatCounter