Islamic Marketing Research Articles

Islamic marketing of conventional banks: bridging managers’ and clients’ perceived gaps

Purpose While the Noble Quran dictates the prohibition of interest, conventional banks promote Islamic banking by opening Islamic banking windows. Against this backdrop, this study aims to investigate the perceived gaps between managers and clients in Islamic marketing and banking, focusing on conventional banks’ Islamic banking windows. Design/methodology/approach Guided by a qualitative approach, semi-structured personal interviews and observations served as the data collection methods, involving 25 banks and 50 respondents in 3 different districts, namely, Shirajganj, Rajshahi and Chapainawabganj of Bangladesh from January to October 2023. The data were analysed using ATLAS.ti 2023 to explore codes and quotations derived from 14 interview questions. Further, ATLAS.ti 2023 facilitated synthesizing content, concepts, code occurrence, network analysis and thematic analysis. Findings Islamic and non-Islamic banks use Quranic verses, hadiths (prophetic traditions), images of mosques, the Kaaba and Arabic texts as Islamic marketing tools. These spiritual, divine and prescriptive tools are associated with Islamic banking. However, conventional banks receive criticism for having separate Islamic banking windows to serve religiously conscious clients, which generates tension among clients and bank managers. Practical implications The findings can theoretically assist academics in examining conventional banks’ Islamic marketing and banking practices, opening Islamic banking windows. Importantly, Shariah boards can play policy roles in safeguarding the function of Islamic marketing and banking. Managers can use the findings to anticipate client perceptions and enhance Islamic marketing and banking strategies. Likewise, the social implications include the explicit stance of Shariah to mitigate the mixture of halal and haram banking. Originality/value This pioneering study explores the perspectives of Islamic banking windows by non-Islamic banks. The combination of Islamic marketing and banking is a noteworthy novelty in this study and deserves recognition for its unique contribution to halal marketing and finance.

The Effect of Islamic Marketing Mix, Service Quality and Product Quality on Consumer Loyalty of Microfinance Institution: Does Perceived Value act as mediator?

The competition among financial institutions for customers is fierce. Moreover, the majority of people in Indonesia prefer giant financial institutions that are considered more competent and safe in their financial affairs. This makes some microfinance institutions such as BMT NU East Java have to try very hard in getting customers. BMT NU East Java must formulate the right strategy to get new customers and make customers loyal. This research aims to gain a great understanding on how consumer is loyal to microfinance institution and which one from Islamic marketing mix, service quality, product quality and perceived value, became variable that influence consumer loyalty. The research is quantitative research and conduct at BMT NU Jawa Timur. The data is collected from 200 consumer of BMT NU. This study is quantitative research with 200 BMT NU Jawa Timur customer samples. It uses non-probability sampling and the Data collected will be analyzed with the help of SPSS software to get statistical techniques for correlation and regression (validity test, reliability test, classic assumption test, path analysis, t-test, trimming test. The result shows that service quality and product quality were variable which most affect consumer loyalty. Perceived value also can mediate Islamic Marketing mix, service quality, and product quality variables on customer loyalty. In this case, the loyalty of consumer can be created with giving more responsiveness and empathy to consumer. It also can be created with great reliability and performance that exist in the microfinance product. The results of this research can be applied by BMT NU East Java by strengthening services and financial products to gain customer trust. This research can be a reference for other researchers who want to research Islamic microfinance by providing additional variables and different points of view

Analysis of the Implementation of Islamic Values and Islamic Marketing Mix Case Study at Lor Internasional Hotel Syariah Solo

This study aims to determine whether Lor Internasional sharia hotel solo applies Islamic values and Islamic marketing mix. The application of Islamic values and the Islamic marketing mix is starting to be widely applied by Muslim business people, because Muslims are starting to realize the importance of sharia-based hotels to avoid unwanted things such as murder, drugs, illicit transactions and adultery. The approach in this research uses descriptive qualitative, data collection by observation in Islamic hotels in Solo, and conducts interviews with employees, consumers, and documentation. The results showed that Lor internation- al hotel syariah solo has implemented Islamic values in the form of tauhid values, khilafah, worship, and ihsan that have been implemented. And has fulfilled the Islamic marketing mix which includes products, prices, promotions, places, people, processes and physical evidence that have been implemented, but it has not fulfilled the requirements for the application of the Islamic marketing mix at Islamic prices (prices) and Islamic promotions (promotions), because of the application of Islamic prices in Islamic hotels in Solo there are still prices that are not transparent and the implementation of Islamic promotions at Islamic hotels in Solo is still misleading. Therefore, Lor international hotel sharia solo must maintain the Islamic values that have been implemented, and improve the Islamic marketing mix that has not been implemented properly in order to survive in the long term and continue to develop.

The mediating effect of perceived value on customer loyalty of BMT NU East Java

Purpose – The purpose of this research is to analyze and examine the effect of Islamic marketing mix, service quality, and product quality on BMT customer loyalty, with perceived value as a mediating variable.Methodology – This study is a quantitative research with 200 samples of BMT NU East Java customers. It uses non-probability sampling, and data collected will be analyzed with the help of SPSS software to obtain statistical correlation and regression techniques (validity test, reliability test, classic assumption test, path analysis, t-test, and trimming test).Findings – The results show that service quality and product quality have a significant effect on perceived value and customer loyalty, while the Islamic marketing mix has no significant effect on perceived value and customer loyalty. Meanwhile, perceived value has a significant effect on customer loyalty. Perceived value can mediate the Islamic Marketing mix, service quality, and product quality variables in customer loyalty.Implications – This research provides input for related parties, especially BMT NU East Java and every further Islamic financial institution, to optimize services and financial products to get more attention from customers, both new customers and old customers.Originality – There is no research that discusses microfinance (BMT NU) using perceived value, product quality, service quality, and Islamic marketing mix as variables. These variables are variable that have most effect on loyalty of microfinance’s consumers.

Analisis Strategi Marketing Mix pada Esteh Indonesia dalam Perspektif Ekonomi Islam

This study aims to analyze marketing strategies applied to increase brand awareness through social media on Esteh Indonesia beverages Telaga Asih Cikarang branch, in accordance with the perspective of islamic economics. This type of research uses qualitative methods, descriptive research techniques data is collected through observation (observation), interviews, and documentation. The results of this study show that the marketing strategies implemented by Indonesia Iced tea Telaga Asih beverages to increase brand awareness through social media are: 1) products, by selecting high-quality raw materials, designing products in an attractive way, and maintaining high-quality flavors. 2) price, setting a relatively cheap price for everyone to drink it. 3) distribution location, by providing strategic marketing location and unique design for customer convenience. 4) promotion through print browsers and brand awareness through social media. And create daily video content through social media and upload it once a week. From the perspective of islamic economics, the marketing strategy of Esteh Indonesia (Telaga Asih Cikarang branch) apply islamic marketing characteristics that are in line with sharia law, including divinity, morality, reality and humanity as well as islamic marketing principles namely shiddiq (honest), amanah (trustworthy), fatanah (intelligent / leadership) and tabligh (communication).

Marketing halal investment in Jordan: an investigation of Muslims’ behavioral intention to invest in Hajj fund sukuk

PurposeThis study aims to examine the effect of several factors on Muslims' intentions to invest in the Hajj fund Sukuk, Jordan. The study's hypothesis and model were derived from previous studies.Design/methodology/approachThe present study was undertaken based on a self-administered questionnaire of 356 Jordanians who are Muslims and non-investors in Hajj Fund Sukuk. The sample was selected using a purposive sampling method. The data were analyzed using Smart-PLS version 4.FindingsThe results indicated that social influence, knowledge, religion and return on investment significantly affect the purchase intention of Jordanian Muslims to invest in Hajj Fund Sukuk.Research limitations/implicationsThere are some limitations to this study. First, the study was done in Jordan; thus, additional research might be conducted in other parts of the Islamic world to learn more about the perception of investing in Islamic Sukuk, particularly Hajj Sukuk. Second, while the present study used a quantitative research technique to achieve its purpose, it would be advantageous if the researchers used more qualitative techniques, such as interviews or focus groups, in the future to explore additional factors that may impact Muslims' intent to invest in Hajj Fund Sukuk.Practical implicationsThe findings of the current study could help practitioners in the Islamic sukuk industry by identifying the key factors that encourage Muslims to invest in Hajj sukuk. They may use the results of this study in the formulation of marketing policies and the development of marketing strategies to persuade more investors to invest their money in these sukuk.Originality/valueTo the best of the author’s knowledge, this is the first study carried out to better understand the main factors that may influence Muslims to invest in Hajj Sukuk in the Jordanian context. Hence, this study contributes to increasing the body of knowledge in the area of Islamic marketing in general and in the field of Islamic sukuk investment specifically.

The Role Of Sharia Marketing In Indonesia: A Systematic Literature Review

Indonesia is a predominantly Muslim country, indicating a vast market potential for halal products and services. However, many businesses have yet to fully implement Sharia marketing. This article aims to examine the extent of the role of Sharia marketing in Indonesia. The research method used is a systematic literature review. The literature search was conducted using the Google Scholar database with the assistance of the Publish or Perish 8 application. The search for articles was conducted using the keywords 'Sharia Marketing', 'Sharia Marketing', and 'Islamic Marketing'. A systematic literature review of 27 articles spanning from 2018 to 2023 revealed that Islamic marketing plays an important role in Indonesia. Specifically, it assists in the development of Islamic financial institutions, helps in the development of micro, small, and medium enterprises, and improves the image of educational institutions in Indonesia. The research concludes that implementing Sharia marketing is important for business people.

Islamic Marketing In The Context Of Buying And Selling

Marketing in the context of Islam that is appropriate is marketing that follows the teachings and sunnah of the Prophet SAW. In the work environment, the attitude of maintaining honesty must be instilled so that consumers obtain various information about the products and services sold. The Prophet (peace be upon him) always guaranteed himself what he sold to his customers. The type of research used in this writing is literature research and the author collects information including books, scientific articles, research-related sources, and sources collected. Marketing is a science that is developing very quickly. So is the marketing department of a company with a very strategic position. This can be understood because marketing is a benchmark for a company's success. When a company/industry produces a product or service but cannot market it, the company it manages faces problems. Therefore, profits are the spearhead of the survival of a company. Marketing is a social process allowing individuals and groups to offer, produce, and exchange products and services freely. The results of this study can be seen that in the integration of Islamic marketing in the context of buying and selling, consumers, individuals, and groups will get their needs and desires by creating offers and exchanging products or value with other parties.

The Influence of Islamic Marketing, Lifestyle, and Price on Pre-Loved Clothing Purchases: Intention as a Mediator

The Influence of Islamic Marketing, Lifestyle, and Price on Pre-Loved Clothing Purchases: Intention as a Mediator

Dynamics of Development of Islamic Marketing Research: A Bibliometric Review Based on Scopus Data, 1998 - 2023

Islamic marketing is not just a trend but a global phenomenon that continues to grow. By focusing on Islamic values, product and service diversification, and the use of technology, Islamic marketing can bring positive change to the business world and Muslim society. This research analyzes publication performance, main themes, and trends in Islamic marketing literature. This research utilizes quantitative descriptive methods with a bibliometric approach. Data sources were obtained from the Scopus database and analyzed using VOSviewer and Biblioshiny software. Findings show 274 research documents on Islamic marketing in the Scopus database during the 1998-2023 period. Malaysia and the International Islamic University Malaysia are the most active in publishing this research. Many publications regarding Islamic marketing focus on the Journal of Islamic Marketing and the disciplines of Business, Management, and Accounting. Over the last 25 years, Islamic marketing research in the Scopus database has emphasized aspects of Islamic marketing among Muslim consumers. The latest research opportunities in Islamic marketing include halal markets, halal tourism, Islamic hospitality, Islamic market segmentation, and Muslim consumers.

Intersection of Islamic Values and Consumer Preferences

This study aims to explore the intersection of Islamic values and consumer preferences within the realm of marketing, particularly focusing on the implications for businesses operating in Muslim-majority markets or targeting Muslim consumers worldwide. The research design adopts a qualitative approach, utilizing thematic analysis to synthesize recent literature on Islamic marketing and consumer behavior. The findings reveal that Islamic principles such as halal authenticity, ethical considerations, and cultural sensitivity significantly influence consumer decision-making processes across various product categories. Additionally, the study highlights the growing importance of understanding the impact of technological advancements, regulatory developments, and socio-cultural shifts on consumer behavior and market dynamics within the context of Islamic marketing. The implications of these findings underscore the need for businesses to prioritize halal authenticity, ethical sourcing, and cultural sensitivity in their marketing strategies to build trust, credibility, and loyalty within Muslim communities. This study contributes to the advancement of theory and practice in Islamic marketing, informing strategic decision-making and promoting inclusive and ethical approaches to consumer engagement in the global marketplace.

Intention to buy halal food through the ShopeeFood application on Generation Z Muslims

Purpose This study aims to show the factors that influence the intention of Generation Z Muslims to buy halal food products through ShopeeFood. Design/methodology/approach This study used quantitative methods. The analytical technique used is partial least square-structural equation modeling with 230 respondents as a sample of Generation Z Muslims in West Java, Indonesia. This research was conducted in June 2022 by distributing questionnaires via Google Forms and social media. Findings The results showed that perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control, religiosity and intention to buy halal food through ShopeeFood in Generation Z Muslims in West Java were in the high category. However, subjective norms and perceived behavioral control are the only ones that positively and significantly affect purchase intention. Practical implications ShopeeFood is expected to be able to identify and take advantage of the high level of intention of Generation Z Muslims to buy halal food through ShopeeFood. ShopeeFood can socialize and increase consumer attention that ShopeeFood is different from other online food delivery services. ShopeeFood can require merchants to display transparency in the composition of food products. Originality/value To the best of the authors’ knowledge, this study is perhaps the first study in the context of Generation Z Muslims in West Java, Indonesia, that deals with the perceived ease of use, perceived usefulness, attitudes, subjective norms, perceived behavioral control and religiosity on the intention to buy halal food through ShopeeFood. The study’s findings are essential in Islamic marketing and technological acceptance (ShopeeFood Apps).

Analisis Strategi Pemasaran Islam Dalam Meningkatkan Penjualan

Marketing strategy is something that is very important and has an influence on a business or enterprise. Competition in the business world is currently growing very rapidly, companies are required to take strategic steps to be able to compete under any conditions. Apart from the demands of competing, companies are also required to have advantages that can differentiate one company from another. According to sharia principles, marketing activities must be carried out or based on the spirit of worshiping Allah Swt, trying as much as possible for the common welfare, not for group interests, let alone personal interests. This research aims to describe the analysis of Islamic marketing strategies in increasing sales at the Qolbi Muaro Jambi Shop. Data collection techniques used interview and documentation methods from 25 respondents consisting of shop owners, employees and consumers of the Qolbi Shop. This research uses qualitative methods for primary and secondary data. The results of this research can be concluded that the analysis of Islamic marketing strategies to increase sales at the Qolbi Muaro Jambi Store has been carried out according to sharia. The marketing strategy carried out by Toko Qolbi Muaro Jambi uses sharia marketing strategy, namely segmentation, targeting and positioning.

An Investigation on Consumer Behavior Concerning “Trendy Drink” in Islamic View

This study was aimed to determine drivers of consumer trust, satisfaction and recommendation to others regarding “Trendy Drink” Mixue Ice Cream Tea. Based on literature review, most of consumer behavior studies were investigated by a single method. Furthermore, research on consumer perspectives concerning food safety in Islamic were still limited. Hence, we extended this study using mixed method. Sampling used is purposive with characteristics Moslem, 17 years old or over and has purchased Mixue Ice Cream and tea in the outlet. Firslty, open-ended interviews were carried out to gather data amplified by second phase of data collection was online survey and the data of 234 participants were analyzed utilizing SEM-PLS. Study revealed that consumers perceived food as safe attributed to its appearance, taste, smell, certification and quality. Additionally, study uncobered that food safety and information credibility were prominent drivers of consumer behavior. This paper explored an underexposed concern on product safety in Islamic view. It contributes to the marketing field empirically, theoretically and practically by extending the implementation of food safety, source of credibility theory, and Maslow`s hierarchy of need theory in the Islamic marketing and food beverages context. Additionally, applying a mixed-method for data analysis broadened the research results` generalisability.

Convenient or Marketing matters? Unveiling the Determinants of Purchasing Decisions in Tokopedia E-Commerce

This paper investigates the determinants of purchasing decision of Tokopedia e-commerce consumers with Gen-Z as a sample. This paper refers to Technology Acceptance Model (TAM) as theoretical framework, where the indicators use in this study combines both convenient matter in purchasing at e-commerce such as Artificial Intelligence (AI) and marketing matters from both digital and non-digital marketing i.e., Islamic Marketing Ethics (IME). This paper employs Structural Equation Model-Pooled Least Square (SEM-PLS). The results show that AI and Digital Marketing (DM) have positive and significant relationship to influence consumers’ decision to purchase in Tokopedia. Meanwhile, IME has positive but non-significant relationship with purchase decision. This paper argues that this is due to the respondents’ knowledge of Sharia compliance in e-commerce transaction and lack of IME indicators socialization by Tokopedia, where Tokopedia already implement some indicators of IME in their feature such as Halal Corner. The result expects to contribute to development of theoretical and practical implication, particularly on Marketing matters both digital and Islamic marketing ethics.

Impact of "Instagram" on digital-based Islamic marketing: Islamic Marketing Mix discussion

It is widely agreed upon that the progress in information and communication technology has significantly changed all aspects of entrepreneurship, including business and Islamic marketing. This poses challenges and opportunities for business people involved in Islamic digital media marketing. The main obstacle in Islamic marketing communications lies in identifying appropriate communication channels for Islamic marketing endeavours. This study examines the influence of Instagram social media on enhancing digital Islamic marketing by integrating diverse marketing concepts. This study utilises the Systematic Literature Review technique. The study comprehensively evaluated the scientific literature to examine publications published in reputable journals from 2013 to 2023. The review encompassed papers, theses, proposals, and dissertations that Scopus, WOS, SINTA, and various National and International databases catalogued. The search employed the tools Publish or Perish, Zotero, Mendeley, VOSViewer, and Microsoft Excel. Subsequently, the chosen articles underwent descriptive analysis. The data suggest that the utilisation of Instagram social media has substantially impacted the progression of digital marketing. Instagram is a marketing communications platform that amplifies brand awareness, influences customer engagement and behaviour, and produces data that strengthens marketing strategies. From an Islamic perspective, the Marketing mix strategy greatly emphasises maximising value. The theory of value maximisation is based on the concept of equity. The Qur'an thoroughly explores the implementation of justice in marketing, specifically about maintaining integrity and carrying out transactions.

How Far has Islamic Business Ethic been Researched?

This study aims to investigate trends and developments in scholarly publications on Islamic business ethics, focusing on documents indexed in the Scopus database. The total data analyzed involved 333 documents, which came from various journal sources. The analytical method used was a bibliometric approach, and the analysis was conducted using Biblioshiny R software. The results showed that there were fluctuations and an increasing trend in the publication of publications on Islamic business ethics every year. The number of articles discussing this theme is quite significant, indicating an increasing interest and contribution in academic literature related to Islamic business ethics. Authors from various countries participate in publishing articles on this topic, and Malaysia is identified as the most productive country in this regard. Many journals published articles on this theme, and the Journal of Islamic Marketing (JIMA) was one of the most impactful, with many authors researching this topic and using various keywords. The most frequently used keywords include "Islam," "Ethics," "Islamic Business Ethics," and "Business Ethics." Bibliometric analysis helps in understanding how Islamic business ethics has evolved over time. This understanding can be useful for researchers, practitioners, and policy makers to identify relevant trends and research focus on this topic.

Peran Moderasi Islamic Marketing Ethic terhadap Keputusan menjadi Nasabah Bank Syariah

In this study, it discusses the moderating role of Islamic marketing ethics on the influence of the decision to become a customer of an Islamic bank (studies at BSI KC Bone) and is analyzed using a quantitative research type. In this study three research question were proposed, namely: (1) the effect of attitudes and subjective norm on the decision to become a customer of an Islamic bank, (2) the effect of Islamic marketing ethics on the decision to become a customer of an Islamic bank, and (3) Islamic marketing ethics moderates the influence of attitudes and subjective norm of the to become a customer of Islamic banks. To answer these three research questions, statistical data were collected through questionnaires which were distributed to customers of the Indonesian Islamic bank (BSI) KC Bone as many as 100 using simple linear regression analysis through the smart PLS application.

Segmenting, Targeting, and Positioning of Yogurt Products From the Perspective of Islamic Marketing

This study aims to explore the concept of Islamic marketing strategy and its potential role in developing halal trade and contributing towards the achievement of Sustainable Development Goals (SDGs). The research method use qualitative method, a literature review is conducted to examine Islamic marketing from a marketing strategy perspective, building on the STP framework and outlining its implications. The findings suggest that Sharia-compliant marketing can serve as an effective strategy for businesses to attract customers using halal marketing tactics in their Segmentation, Targeting, and Positioning approaches. This approach enables the business world to avoid being perceived as solely profit-driven and instead embrace social responsibility. The proposed framework can be utilized by businesses to segment the Muslim market given the cultural dissimilarities in interpreting Islam and halal. This way, companies can not only comprehend the diverse segments within Islamic interpretation, but also devise an appropriate marketing mix to cater to consumer requirements. The study's findings can be applied to Muslim marketers while using the Segmenting, Targeting, Positioning framework. Furthermore, it offers qualitative guidance for non-Muslim marketers and scholars, resolving various marketing-related concerns.

Biblioshiny Application to Map Halal Logistic Research

This study aims to observe the development of halal logistics topics through the analysis of scientific literature registered in the Scopus database during the period 2007-2023 using the bibliometric method. The research method used is biblioshiny-R. The results showed that the number of publications on halal logistics fluctuated and showed an increasing trend, reaching its peak in 2023 with a total of 36 documents. Malaysia leads in author participation, reaching 417 documents. The average citation analysis highlighted 2011 as the period with the highest average citation, which is about 7.5 citations per year. "Journal of Islamic Marketing" was identified as the main journal with the highest amount of literature. Muhammad Hasmi Abu Hassan Asaari was recognized as the most prolific author in publishing articles on halal logistics in Scopus. In addition, this study revealed significant keyword trends during the study period and grouped them into research clusters.