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All Journal Jurnal Analisis Manajemen Prosiding SNATIF ADDIN Journal of Management and Business Review Jurnal Dinamika Ekonomi dan Bisnis Jurnal Industri Kreatif dan Kewirausahaan Jurnal Baabu Al-ilmi : Ekonomi dan Perbankan Syariah Journal of Economic, Public, and Accounting (JEPA) ADDIN Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Formosa Journal of Applied Sciences (FJAS) Journal of Finance and Business Digital (JFBD) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Studi Manajemen Bisnis Jurnal Ekonomi, Manajemen, Akuntansi Indonesian Journal of Islamic Psychology BAABU AL-ILMI: Ekonomi dan Perbankan Syariah
Mochamad Edris
Fakultas Ekonomi Universitas Muria Kudus
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Social Sciences Other

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Marketing Strategies and Innovation to Achieving Competitive Advantage in Muslimah Fashion Edris, Mochamad; Lusianti, Dina; Prihandono, Agung
ADDIN Vol 18, No 1 (2024): ADDIN
Publisher : LPPM IAIN Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21043/addin.v18i1.26260

Abstract

Ethics-based marketing and religiosity are currently in the spotlight, particularly in communities where Sharia marketing strategies are crucial. This study aims to analyze the effect of Halal productservice innovation and brand religiosity marketing communication on ensuring customer satisfaction through competitive advantage. This study’s research object is Muslimah fashion products in Central Java, Indonesia, which we examine through a sample of 338 respondents who answered an online questionnaire. The study used structural equation modelling and statistical techniques to examine the positive and substantial effects of Halal productservice innovation and brand religious marketing communication on competitive advantage and customer happiness. Competitive advantage can act as a mediator in achieving customer satisfaction. Marketers must comprehend the impact of religiosity on consumer behavior, to effective marketing strategies that resonate with religious values and beliefs, particularly in markets with strong religious affiliations.
Co-Authors - Sukresno, - Abdul Syahid Adhi Winarto Ag Sunarno H Ag Sunarno Handoyo Agung Prihandono Agus Kurniawan Ahmad Nilnal Munachifdlil Ula Ali Mansyur Apriana, I Wayan Agus Diah Purwani Susanti Dina Lusianti Dyah Ayu Fitriana Faridhatun Faidah Girman, Girman H, Sunarno Herry Setyo Nugroho Ike Puspitayanti Jayawarsa, A.A. Ketut Joko Utomo Joko Utomo Kertati Sumekar Kertati Sumekar Kholifatul Maulida Krisnanda Krisnanda Lailyah, Nurzahroh Mamik Indaryani Mamik Indrayani Mei Gawati Puspitasari Mei Gawati Puspitasari Mukhlisin, Ahmad Munawaroh, Wahidatul Ning Kakanti Biru Kusumastuti Nofaruddin, Firmana Panca Winahyuningsih Pradana, Jaya Rezky, Chandra Rinto Agus Sudarmono Shodiq Eko Ariyanto Sholichin, Ahmad Siti Aisah Solly Aryza Sukresno Sukresno Sunarno Supriyono Sutono Sutono Sutono Yasin, Rozaq M. Yasin, Rozaq Muhammad Yuwanita Nurhayati