Nurbasari, Anny (2015) The Impact of Spiritual Marketing on Consumer Behavior in choosing Halal Food (Case Study on Moslim Community in Bandung). Al Hijaz International Refeered Journal of Islamic & Arabic Studies (10). pp. 271-306. ISSN 1152-1080
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Abstract
Muslim community throughout world has established a potential market segment due to their specific patterns in the consumption of a product. This consumption pattern is set in the teachings of Islam are called Shari'ah "at. In the teachings of Shari‟ah "at, not Muslims allowed to consume certain products because they contain a substance or process that accompanies it is not in accordance with the teachings of Shari‟ah" at the. Given these strict rules so that marketers have at once a barrier and an opportunity to target specific markets of the Muslims. The purpose of this study was to investigate the impact of spiritual marketing, which consists of Spiritual Products, Spiritual Price, Spiritual Place and Spiritual Promotion, on Consumer Behavior in choosing halal food on Muslim communities in Bandung, West Java. The method used is survey, while the analysis conducted is descriptive and verification. This study uses primary data and secondary data. Primary data were obtained from 100 respondents who are consumers of packaged food products. This study uses a regression analysis, correlation, hypothesis testing with the t-test, and coefficient of determination. The data Processing uses SPSS software program for Windows 13.0. The results illustrate that spiritual marketing that has been done has a significant impact on Consumer Behavior in choosing halal food (77,2%), while the dominant spiritual marketing variables that influence Consumer Behavior in choosing halal food is spiritual products.
| Item Type: | Article |
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| Uncontrolled Keywords: | Spiritual marketing, Consumer Behavior. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 19 Jan 2016 03:58 |
| Last Modified: | 19 Jan 2016 03:58 |
| URI: | http://repository.maranatha.edu/id/eprint/18207 |
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