The Impact of Spiritual Marketing on Consumer Loyalty
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Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

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ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
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Published: 30 January 2023

The Impact of Spiritual Marketing on Consumer Loyalty

Aurelia Suhan, Ariesya Aprillia

Universitas Kristen Maranatha, Indonesia

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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doi

10.31014/aior.1992.06.01.486

Pages: 59-64

Keywords: Consumer Loyalty, Spiritual Marketing, Wardah Products

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.

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