The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions
by Harmon Chaniago; Yen Efawati
International Journal of Business and Globalisation (IJBG), Vol. 30, No. 2, 2022

Abstract: Some studies on integrated marketing communication have been done by researchers in large firms and SMEs. However, there have been only a few researchers who have concern on IMC, specifically on retail business. The purpose of this paper is to investigate the effect of IMC on retail business based on perception of Moslem consumers. The research used explanatory survey method with exploratory analysis. Total sample involved were 189 respondents and snowball sampling was used as sampling technique. The findings show that there were five determinants of IMC success from Moslem consumers' perception: communication program, advertisement, reinforced notions of consistency, goods price and product completeness. It has been proved that IMC's success in retail business was determined in the design and implementation processes, which should be in accordance with the most religion of the consumers. IMC implementation for Moslem consumers requires the application of Sharia principles such as: benefit, honesty, openness, friendship and mutual assistance in doing business.

Online publication date: Thu, 05-May-2022

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Globalisation (IJBG):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com