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.
Highlights
Revised 16-Nov-19 that Islamic branding concept has attracted interests of many companies
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
Based on the background above, this study aims to determine the effect of Islamic Branding and religiosity on consumer decisions in buying food products, beverages and cosmetics
Summary
Revised 16-Nov-19 that Islamic branding concept has attracted interests of many companies. Religiusitas dan keputusan konsumen terhadap produk di IAIN Salatiga. Tujuan penelitian ini adalah untuk mengetahui apakah Islamic branding berpengaruh terhadap keputusan konsumen dan apakah religiusitas memperkuat hubungan Islamic branding dan keputusan konsumen dalam mengkonsumsi produk. Kuisioner Likert 5 skala digunakan dalam penelitian ini dan kemudian dianalisis menggunakan model regresi linier berganda. Some experts suggest that the concept of Islamic branding is increasingly in demand by producers This is considering the growing Muslim population in the world. Data from the CIA (2009) states that the Muslim market covers 21.01 percent or around 1.43 billion of the entire world population and Muslims make up the majority in more than 50 countries in Asia, Africa and Europe This data is supported by the fact that the Muslim market will grow to US $ 30 trillion by 2050 (Alserhan, 2010)
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