Islamic Branding, Religiusitas dan Keputusan Konsumen Terhadap Produk

Nasrullah, Muhammad (2015) Islamic Branding, Religiusitas dan Keputusan Konsumen Terhadap Produk. Jurnal Hukum Islam, 13 (2). pp. 79-87. ISSN 2502-7719

Text ISLAMIC BRANDING , RELIGIUSITAS DAN KEPUTUSAN KONSUMEN TERHADAP PRODUK.pdf - Published Version Download (278kB)

Abstract

Islamic branding practices have recently been the main discussions within practitioners' and academicians' discussions 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 consists of lecturers, staffs and students of STAIN Pekalongan. The samples of this research are 113 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. Abstrak: Praktik Islamic branding telah mendapatkan perhatian yang cukup luas di kalangan akademisi dan praktisi dalam beberapa tahun terakhir. Beberapa ahli mengemukakan bahwa konsep Islamic branding semakin diminati oleh para produsen. Konsumen muslim dituntut selektif dalam memilih produk untuk dikonsumsi. Label halal pada bungkus produk belum tentu menjamin kehalalan produk. Tujuan penelitian ini adalah untuk mengetahui apakah Islamic branding berpengaruh terhadap …

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