The Moderating role of religiosity to determine the influence of halal awareness and emotional marketing strategy for shariah based banking in Indonesian

Hartani, Nira Hariyatie and Ridwan, A. Muhtadi and Asnawi, Nur (2020) The Moderating role of religiosity to determine the influence of halal awareness and emotional marketing strategy for shariah based banking in Indonesian. International Journal of Innovation, Creativity and Change, 10 (10). pp. 378-387. ISSN 2201-1323

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Abstract

The study aims investigate the influence of emotional marketing strategy and halal awareness factors on purchase behaviour of consumers towards Shariah based financial services among Indonesian consumers. The study was based on a construct to investigate the influence of independent variables on the dependent variable that is linked with Shariah based financial services. The population of the study was Indonesian consumers that are willing to avail Shariah based financial services provided by various banks. The study found that halal awareness has positive and significant influence towards purchase behaviour, but positive relationships have been observed between emotional marketing strategy and purchase behaviour, but reported insignificant. The moderating effect of religiosity was examined to determine the purchase behaviour. The study suggests initiating effective marketing and awareness programs for consumers to avail interest free banking services

Item Type: Journal Article
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified
Divisions: Faculty of Economics > Department of Accounting
Depositing User: Mufid Mufid
Date Deposited: 21 Feb 2020 18:07

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