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All Journal AFEBI Islamic Finance and Economic Review Jurnal Manajemen Inovasi
Mirza Tabrani
Syiah Kuala University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Marketing Concept in Islamic Perspective: A Literature Review Mirza Tabrani; Marlizar Marlizar
AFEBI Islamic Finance and Economic Review Vol 1, No 01 (2016)
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (508.565 KB) | DOI: 10.47312/aifer.v1i01.19

Abstract

The objectives of this paper is to review some researches on marketing concept in Islamic perspective. The expected of this review is to provide benefits for related researches in the future. This study uses some review papers, empirical studies and books related to marketing concept in Islamic perspective. The analysis allows identifying interesting points for future research on the topic of marketing concept in Islamic perspective. This paper provides a better understanding on how Islamic perspective on marketing concept. This paper only reviewed concerned articles from Science Direct, Emerald Insight and books. The results of the review showed that the limited studies about the marketing concept in Islamic perspective (Islamic marketing concept). Result of this study is believed to give worth understanding about actual situation in this field of research. It proposed some notions that will stimulate more intensive researches in this field in the future.Keywords: Islamic Perspective, Literature Review, Marketing Concept, Marketing Mix
PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION MELALUI BRAND CREDIBILITY Said Luthfi Alatas; Mirza Tabrani
Jurnal Manajemen Inovasi Vol 9, No 1 (2018): Jurnal Manajemen Inovasi: Februari 2018
Publisher : Departemen Manajemen, Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (224.622 KB) | DOI: 10.24815/jmi.v9i1.11423

Abstract

This study aims to determine the effect of celebrity endorser on purchase intentions with variables brand crediility as mediators. The sample used in this study is 125 respondents who are people have watched Yamaha Nmax ads in Banda Aceh. Purposive Sampling is used as a sampling technique. Partial Least Square analysis method is used as an analytical method to determine the effect of the variables involved. The results of this study indicate that Celebrity Endorser effect on Purchase Intention. Celebrity Endorser affects brand credibility. In addition, the results obtained that the brand credibility variable acts as a full mediation on the celebrity endorser variable to purchase Intention. And brand credibilty effect on purcahase intention. The higher the effect of perceived celebrity endorser, the higher the brand credibility of Yamaha Nmax product, the stronger the purchase intention is owned by the consumer. Keyword: Celebrity Endorser, Brand Credibility, Purchase Intention, Yamaha Nmax.
Co-Authors Marlizar Marlizar Said Luthfi Alatas