Islamic-Based Relationship Marketing: Measuring the Purchasing Intention of Islamic Branded FMCG

Abstract

The purpose of this study is to look at the relationship between religiosity and the intention to buy religiously labeled products among Muslim customers in Indonesia. In Indonesia, a total of 241 questionnaires were delivered to respondents. PLS-SEM (Partial Least Squares Structural Equation Modeling) is a statistical tool for analyzing complex correlations between observable and latent variables. According to the results of this study, intrinsic-extrinsic religiosity has a substantial direct effect on Muslim perceived value and Muslim relationships, but not on purchase intention. However, the indirect impacts of intrinsic-extrinsic religiosity on purchase intention are strong via Muslim perceived value and Muslim relationships. In particular, intrinsic-extrinsic religion has a greater indirect effect on purchase intention via Muslim perceived value than via Muslim relationships. These findings imply that Muslim perceived value and Muslim friendship serve as a bridge between intrinsic-extrinsic religiosity and purchase intention. This conclusion adds to the research contribution to an issue that is still rarely mentioned in investigating the relationship between religious relationships and Indonesian Muslim consumers' inclination to purchase Islamic-labelled FMCG products. This report will help to stress the significance of the issue and its ramifications for business decisions. Keywords: intrinsic religious, extrinsic religious, Muslim relationship, Muslim perceived value, purchase intention