IDEAS home Printed from https://ideas.repec.org/a/ids/ijbglo/v30y2022i2p187-206.html
   My bibliography  Save this article

The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions

Author

Listed:
  • Harmon Chaniago
  • Yen Efawati

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.

Suggested Citation

  • Harmon Chaniago & Yen Efawati, 2022. "The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 30(2), pages 187-206.
    • Handle: RePEc:ids:ijbglo:v:30:y:2022:i:2:p:187-206
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=122664
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbglo:v:30:y:2022:i:2:p:187-206. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=245 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.