The Role of Spiritual Marketing in Strengthening Millennials’ Purchase Intention at Sharia Banks through Brand Positioning and Brand Personality
Downloads
Purpose - This study focuses on analyzing the role of spiritual marketing in strengthening millennial’s purchase intention at Islamic banks through brand positioning and brand personality. There are several reasons to focus on spiritual marketing as an aspect of branding, such as marketing that prioritizes spiritual values makes the brand better. It is also able to improve the brand inner-side. Moreover, there is an opportunity and great hopes that the future market segmentation of Islamic banks is not only filled by Muslim market segments, but also filled by the non-Muslim market segment.
Design / methodology / approach - This research is a quantitative study, using a sample of 150 respondents in Jakarta who represent the millennial generation as the population of the study. Data analysis uses the Structural Equation Modeling (SEM) technique with the Analysis of Moment Structure (AMOS) program to test the role of spiritual marketing in strengthening millennial’s purchase intention at Islamic banks through brand positioning and brand personality.
Findings - The statistical results show that brand positioning has no positive effect on purchase intention, while brand personality has a positive effect on purchase intention. This study also reveals the importance of the role of spiritual marketing as a valuable moderating dimension of brand positioning and brand personality in strengthening purchase intention. Other findings reveal that brand positioning and brand personality have mutual interventions on the purchase intention of millennials at Islamic banks.
Limitations / research implications - Future research can develop a wider sample of millennials so that they can expand better results and concepts in implementing spiritual marketing as an important element in strengthening purchase intention.
Originality / value - This study departs from the scarcity of research on the application of branding theory to the concept of spiritual marketing by using the dimensions of brand positioning and brand personality in influencing purchase intention.
Aaker, David. (1997). The Power of Branding. Penerbit: Spektrum Mitra Utama. Jakarta.
Aaker, Jennifer L. (1997). Dimensions of Brand Personality. Journal of Marketing Research (JMR). Vol. 34. No. 3. Pp 347-356
Ahmad, Khaliq, Rustam, Ghulam Ali and Dent, Michael M.(2011). Brand Preference in Islamic Banking. Journal of Islamic Marketing Vol. 2. No. 1. Pp. 74-82
Alserhan, B. A. (2010). Islamic branding: A conceptualization of related terms. Brand Management. Vol.18. No. 1. Pp. 34-49
Amir, Yulmaida dan Lesmawati, Diah Rini. (2016). Religiusitas dan Spiritualitas: Konsep yang Sama atau Berbeda?. Jurnal Ilmiah Penelitian Psikologi: Kajian Empiris and Non-Empiris Vol. 2. No. 2. Pp. 67-73
Babu, Venktesh. (2006). Issues in Brand Rejuvenation Strategies. Paper Brand Rejuvenation Expect Advertising.
http:/www.expected.com/whitepaper/brand_rejuvenation_expect_advertising_inc.pdf
Bilgili, Bilsen and Ozkul, Emrah. (2015). Brand Awareness, Brand Personality, Brand Loyality and Consumer Satisfaction Relations in Brand Positioning Strategies (A Torku Brand Sample). Journal of Global Strategic Management Volume. 9. No.2 Desember. Pp. 89-106
Borzooei, Mahdi and Asgari, Maryam. (2013). The Halal Brand Personality and its Effecton Purchase Intention. Jurnal of Contemporary Research Business. Vol.5. No. 3 July. Pp. 481-491
Canda, E.R, and Fuman, LD. (2010). Spiritual diversity in social work practice: the heart of helping. Penerbit: Oxford University Press. New York
Daabes, Ajayeb Abu. (2016) .Islamic marketing paradoxes: a way to understand it again. Journal of Islamic Marketing. Vol. 9. Issue. 2. Pp. 329-337
David, F. R. (2003). Strategic Management: Concepts and Cases. Ninth Edition. Penerbit: Prentice Halls. Singapore.
Ferdinand, Augusty. (2014). Metode Penelitian Manajemen. Edisi Kedua. Badan Penerbit UNDIP. Semarang.
Gelder, S.V. (2005). Global brand strategy. Penerbit: Kogan Page. London.
Ho, Andrew dan Aa Gym. (2006). The Power of Network Marketing: Hikmah Silaturahmi Dalam Bisnis. Penerbit: MQS Publishing
Huang, Yi-Chun and Yang, Minli. (2012). Effects of Green Brand on Green Purchase Intention. Journal of Markting Intelligence and Planning. Vol.32. No.3. Pp. 250-268
Huang, Ying Fang and Dang, Hoang Sa. (2014). An Empirical Analysis on Purchase Intention on Coffee Beverage in Taiwan. European Journal of usiness and Management. Vol.6. No. 36. Pp. 182-196
Jalkala, Anne Maarit and Keränen, Joona, (2014). Brand positioning strategies for industrial firms providing customer solutions. Journal of Business and Industrial Marketing. Vol. 29. Issue: 3. Pp. 253-264
Khan, M.M and Razzaque, R. (2015). Measuring The Impact of Brand Positioning on Consumer Purchase Intention Across Different Product. Journal of Quality and Technology Management, Vol. 9. Issue: 1 Juni. Pp. 69-95
Keller, Kevin L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Penerbit: Prentice Hall. New Jersey.
Keller, K.L. and Lehmann, D.R. (2006). Brands and branding: research findings and future priorities. Marketing Science, Vol. 25. No. 6. November-Desember. Pp. 740-759
Kartajaya, Hermawan dan Sula, Muhammad Syakir. (2006). Syariah Marketing. Penerbit: Mizan Pustaka. Bandung.
Kotler, Philip. (2002). Manajemen Pemasaran. Edisi Milenium. Jilid 2. Penerbit: PT. Prenhalindo. Jakarta
Kotler, Phillip and Keller, Kevin L. (2009). Manajemen Pemasaran. Edisi 13. Jilid 1. Penerbit: Erlangga. Jakarta.
Kusumawardhini, Siti Sarah, Hati, Sri Rahayu Hijrah, Daryanti, Sri. (2016). “Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement”. The European Proceedings of Behavior Sciences EpSBS. Eissn: 2357-1330 September. Pp. 158-166
Lin, Nan Hong and Lin, Bih Shya. (2007). The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount. Journal of International Management Studies. Agustus. Pp. 121-132
Madjid, M. Nazori. (2011). Nuansa Konvensional Dalam Perbankan Syariah. Jurnal Kajian Ekonomi Islam dan Kemasyarakatan, Vol.3, No.1 Juni. Pp. 1-32
McDaniel, Carl and Gates, Roger. (2001). Contemporary Marketing Research, Terj. Sumiyarto dan Rambat Lupiyoadi, “Riset Pemasaran Kontemporer”. Penerbit: Salemba Empat. Jakarta.
Naumovska, L. (2017). Marketing Communication Strategis For Generation Y-Millennials. Business Management and Strategy. Vol. 8. No. 1 Juni .Pp. 123-133
Nurbasari, Anny. (2015). The Impact of Spiritual Marketing on ConsumerBehavior in Choosing Halal Food (Cast Study on Moslim Community in Bandung). Al Hijaz International Refereed Journal of Islamic and Studies. Issue: 10 February. Pp. 272-306
Porter, Michael E. (1991). Towards a Dynamic Theory of Strategy. Strategic Management Journal, Vol. 12. (S2). Pp. 95-117
Rahman, Afzalur. (1995). Doktrin Ekonomi Islam. Penerbit: PT. Dana Bhakti Wakaf. Yogyakarta .
Rahman, Azmawani Abd; Asrarhaghighi, Ebrahim dan Rahman, Suhaimi Ab. (2015). Consumers and Halal cosmetic products: knowledge, religiosity, attitude and intention. Journal of Islamic Marketing, Vol. 6. Issue: 1. Pp. 1-25
Rivai, Harif Amali, et al,. (2015). Identifikasi Faktor Penentu Keputusan Konsumen dalam Memilih Jasa Perbankan: Bank Syariah VS Bank Konvensional. Jurnal Bank Indonesia dan Center for Banking Research (CBR)-Andalas University.
https://www.researchgate.net/publication/322792271_FAKTORFAKTOR_YANG_MEMPENGARUHI_PROFITABILITAS_PADA_PERUSAHAAN_PERBANKAN_YANG_TERDAFTAR_DI_BURSA_EFEK_INDONESIA (Diakses tanggal 4/5/2018 Pukul 17.00 WIB)
Schultz, D.C., and Barnes, B.E. (1999). Strategic brand communication campaigns.Penerbit: NTC Busi-ness Books. USA.
Schiffman, Leon G. and Leslie L. Kanuk. (2000). Consumer Behavior. Fifth Edition. Penerbit: Prentice-Hall Inc. New Jersey.
Setiyarini, Triana. (2009). Pemasaran Spiritual Sebagai Strategi Memenangkan Persaingan Melalui Komunitas Spiritual. Jurnal Studi Manajemen. Vol. 3, No. 2 Oktober. Pp. 41
Sharma, C.S and Sharma, Nitika. (2016). Relationship Between Consumers’ Spirituality and Green Purchasing Intention: The Mediation Effect of Perceived Consumer Effectiveness. Journal of IMM Kozhikode Society and Management Review. Vol. 6. No. 2. Pp 1-11
Siagian, Sondang P. (2011). Manajemen Strategik. Penerbit: PT. Bumi Aksara. Jakarta
Singh, Jaywant; Kalafatis, Stavros P. dan Ledden, Lesley. (2014). Consumer Perseptions of Cobrands: The Role of Brand Positioning Strategies. Journal of Markting Intelligence and Planning. Vol.32. No. 2. Pp. 145-159
Stolz, Joerg dan Usunier, Jean-Claude. (2018). Religions as brands? Religion and spirituality in consumer society. Journal of Management, Spirituality and Religion. V. 16. Issue: 1. Pp. 6-31
Uthamaputharan, Sathiswaran and Amin, Muslim. (2013). Green Product Positioning and Purchase Intention in Malaysia. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management. 29-31 May (S3). Pp. 355-367
Wahyuni, Sri dan Fitriani, Nani. (2015). Brand Religiosity Aura and Brand Loyalty in Indonesia Islamic Banking. Journal of Islamic Marketing. Vol. 8. Issue: 3. Pp. 361-372
Walker, J.W. (1992). Human Resource Strategy. Penerbit: McGraw-Hill, Inc. New York
Wang, Xuehua; Yang, Zhilin and Liu, Ning Rong. (2009). The Impacts of Brand Personality and Congruity on Purchase Intention: Evidence From the Chinese Mainland's Automobile Market. Journal of Global Marketing. Vol. 22. No. 3. Pp. 190-215.
