The influence of spiritual marketing to purchase decisions: ( A Case Study Healthy Food In the City of Bandung)

Nurbasari, Anny (2013) The influence of spiritual marketing to purchase decisions: ( A Case Study Healthy Food In the City of Bandung). In: The 4th Global Islamic Marketing Conference, 29-30 Mei 2013, Istanbul.

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Nowadays, more advanced business development results in increasing competition. Every company should develop appropriate strategies to survive and expand its market share. The Company is required to provide something different from its competitors, one of which is to do spiritual marketing. The concept is believed to provide a different "added value" , which is expected to influence consumer purchasing decisions. This study aims to analyze the influence of spiritual marketing, which consists of Spiritual Products, Spiritual Price, Spiritual Place and Spiritual Promotion, grounded sense (instinct), ratio (reason), spirit (conscience), with the following indicators: open, integrity, honesty, responsibility, solidarity, humility, attention to others, creative, honest, and trustworthy, organic food purchase decisions of Nutraceutical brand of Bandung. The method used is survey, while the analysis conducted is descriptive and verification. This study uses primary data and secondary data. Primary data was obtained from 100 respondents conducted in the city of Bandung. Secondary data was collected from relevant journals, books, and other data published. 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 by Nutraceutical has a significant impact on consumer purchasing decisions (82,1%), while the dominant spiritual marketing variables that influence the purchase decision is spiritual place.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Spiritual marketing, purchasing decisions.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Perpustakaan Maranatha
Date Deposited: 22 Jan 2016 03:03
Last Modified: 22 Jan 2016 03:03

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