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The Impact of Spiritual Marketing on Consumer Loyalty

Author

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  • Suhan, Aurelia
  • Aprillia, Ariesya

Abstract

Wardah is a pioneer of a cosmetic brand receiving a halal certificate from the Indonesian Ulema Council. Therefore, these products are compliant with Islamic principles. Indeed, Indonesian consumers, mainly Muslim, are expected to be loyal. Related to this situation, the company manufacturing Wardah products needs to choose the type of suitable marketing. For this reason, this research aims to examine and analyze the impact of spiritual marketing on consumer loyalty. To achieve this intention, the consumers of Wardah products in Jakarta perform as the population and samples. Because the population size is unidentified, the consumers are taken by purposive sampling. Also, the variance-based structural equation model and probability of t-statistic are utilized to analyze the data and test the hypothesis. Based on the response testing, this study concludes that spiritual marketing is needed to create loyal consumers.

Suggested Citation

  • Suhan, Aurelia & Aprillia, Ariesya, 2023. "The Impact of Spiritual Marketing on Consumer Loyalty," OSF Preprints w6gpr, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:w6gpr
    DOI: 10.31219/osf.io/w6gpr
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    References listed on IDEAS

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    1. Yaoqin Li & Xixiong Xu, 2020. "Does religious culture matter for corporate risk-taking? Evidence from China," Asia-Pacific Journal of Accounting & Economics, Taylor & Francis Journals, vol. 27(5), pages 511-530, September.
    2. I. Kahraman Arslan, 2020. "The Importance of Creating Customer Loyalty in Achieving Sustainable Competitive Advantage," Eurasian Journal of Business and Management, Eurasian Publications, vol. 8(1), pages 11-20.
    3. Adya Hermawati & Choirul Anam & Suwarta Suwarta & Endah Puspitosarie, 2022. "Reconstruction of Spiritual Marketing, Culture of Innovation, Quality of Work Life, and Retainers for Tourism Industry SMEs in East Java," Administrative Sciences, MDPI, vol. 12(4), pages 1-17, October.
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