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All Journal Islamic Perspective on Communication and Psychology
Sakinah, Zahrah Riski
Unknown Affiliation
Religion Humanities Languange, Linguistic, Communication & Media Social Sciences

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Consumer skepticism toward cause-related marketing: An analysis on product quality and satisfaction of muslim consumers in Indonesia Sakinah, Zahrah Riski; Gayatri, Gita
Islamic perspective on Communication and Psychology Vol. 1 No. 2: (August) 2024
Publisher : Institute for Advanced Science, Social, and Sustainable Future

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61511/ipercop.v1i2.2024.1319

Abstract

Background: This study aims to explore the influence of consumer skepticism on behavioral intentions among millennial Muslim consumers in Indonesia in the context of Cause-Related Marketing (CRM) programs. Skepticism towards corporate social initiatives may influence purchase decisions and consumer participation. Methods: This study uses a descriptive and cross-sectional approach by collecting data through a survey to 300 respondents who are millennial Muslim consumers. Data analysis was conducted using the regression analysis method to test the relationship between the variables of consumer skepticism and behavioral intention, as well as the moderating effect of religiosity. Findings: The results of the analysis show that 68% of respondents are skeptical of corporate social initiatives, and the resulting regression coefficient of -0.45 indicates that increased skepticism is negatively related to behavioral intention. In addition, situational factors such as corporate social motives and the image of non-profit organizations significantly contribute to the level of consumer skepticism. Product quality and satisfaction serve as mediators, while religiosity strengthens the impact of skepticism on behavioral intention. Conclusion: This research confirms that companies need to address consumer skepticism by increasing transparency and clarity of communication, and building a positive image through tangible commitments to social causes. Understanding religious values in marketing strategies can help increase positive behavioral intentions among millennial Muslim consumers. Novelty/Originality of this article: This article offers new insights into the relationship between consumer skepticism and behavioral intentions in the context of CRM, with a focus on millennial Muslim consumers in Indonesia, which has not been widely discussed in previous literature. This research also emphasizes the role of religiosity and product quality in shaping consumer attitudes and behaviors.
The influence of skepticism on cause-related marketing campaigns on behavioral intention of muslim millennials in Indonesia: The role of satisfaction as mediators and religiosity as moderators Sakinah, Zahrah Riski; Gayatri, Gita
Islamic perspective on Communication and Psychology Vol. 2 No. 1: (February) 2025
Publisher : Institute for Advanced Science, Social, and Sustainable Future

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61511/ipercop.v2i1.2025.1334

Abstract

Background: In today’s competitive business, companies cannot rely solely on functional excellence to maintain competitiveness. Therefore, more creative marketing strategies, such as cause-related marketing (CRM), are increasingly being implemented, especially to address the social consciousness of consumers, especially the millennial generation. However, a major challenge for marketers is consumer skepticism, which can reduce the effectiveness of CRM campaigns. This study aims to explore the factors that influence consumer perceptions of marketing claims that generate skepticism and their impact on consumer behavior, especially among Indonesian millennial Muslims. Methods: This study employs a quantitative approach using a survey method to collect data from Indonesian millennial Muslims who have engaged with CRM promotions in the past year. The data will be analyzed using Covariance-based Structural Equation Modeling (CB-SEM) with IBM AMOS 26 to examine the relationships between variables, as well as the mediating role of satisfaction and the moderating effect of religiosity on the skepticism-behavior intention relationship. Findings: The study is expected to reveal key factors that influence skepticism in CRM campaigns and their subsequent effect on consumer behavior. Additionally, it will investigate how satisfaction mediates the skepticism-behavior intention link and the role of religiosity in moderating these relationships. Conclusion: The findings will contribute to a deeper understanding of consumer skepticism in CRM campaigns, particularly in the context of millennial Muslims in Indonesia. The study will also provide insights into the influence of religiosity and satisfaction in shaping consumer responses to marketing claims. Novelty/Originality of this article: This research is original in its focus on the millennial Muslim demographic in Indonesia, exploring the unique factors that drive skepticism in CRM campaigns. The study also introduces the moderating role of religiosity, a variable often overlooked in marketing studies. Furthermore, it provides valuable insights into the mediating effect of satisfaction on consumer behavior in the context of CRM.
Co-Authors Gita Gayatri, Gita