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All Journal Jurnal Ilmiah Ekonomi Islam Economica: Jurnal Ekonomi Islam NISBAH: JURNAL PERBANKAN SYARIAH JURNAL SYARIKAH : JURNAL EKONOMI ISLAM Proceeding International Seminar of Islamic Studies Iqtishadia: Jurnal Ekonomi dan Perbankan Syariah Journal of Business, Finance, and Banking
Nadya, Prameswara Samofa
Perbanas Institute
Religion Arts Astronomy Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Mathematics Physics Social Sciences Other

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Impact of Marketing Mix and Brand Religiosity Aura on Consumer Purchase Decisions: A Study of Rabbani Muslim Fashion Reny Fitriana Kaban; Prameswara Samofa Nadya; Maulana Ilham Akbar
Journal of Business, Finance, and Banking Vol. 2 No. 2 (2026): Journal of Business, Finance, and Banking (JBFB)
Publisher : Institut Keuangan-Perbankan Dan Informatika Asia Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56174/jbfb.v2i2.1328

Abstract

Muslim fashion has emerged as a significant segment within the global halal economy, yet empirical studies examining the interplay between conventional marketing strategies and religion-based brand identity in driving consumer purchase behavior remain limited. This study investigates the influence of the marketing mix comprising product, price, place, and promotion alongside brand religiosity aura on consumer purchase decisions within the context of Rabbani, an established Indonesian Muslim fashion brand. Employing a quantitative cross-sectional design, data were collected from 100 purposively selected consumers with prior purchasing experience of Rabbani products. The findings reveal that all five variables exert statistically significant effects on purchase decisions, with place and promotion emerging as the dominant predictors. These results underscore the strategic importance of distribution accessibility and promotional communication in shaping consumer behavior within the Muslim fashion market, while also highlighting the role of religious brand identity as a distinct purchase driver beyond conventional marketing attributes. This study contributes to the growing literature on Islamic marketing and halal consumption by providing empirical evidence from an emerging market context. Future research is encouraged to broaden geographical sampling and to incorporate contemporary variables such as social media influence, digital marketing engagement, and generational consumption patterns, particularly among Generation Z Muslim consumers
Co-Authors Alindha Farezha Nasution Alwyni, Farouk Abdullah Anak Agung Istri Sri Wiadnyani Elfrida Ratnawati Febriyanti, Alfina Hidajat Sofjan Widjaja Maulana Ilham Akbar Muhammad Ariq Ramadhan Muhammad Iqbal Puji Hadiyati Putri Alma Gholy Saripudin