The Effects of Islamic Marketing Mix on Consumer Satisfaction and Consumer Loyalty

Muhammad Syauqi, Ririn Tri Ratnasari, Sri Herianingrum

2018

Abstract

Customer satisfaction is one of the essential factors for success of a company. To achieve high customer satisfaction, companies must know when and how their customers are satisfied about the products and services. At present, different companies follow various types of marketing strategies based on target market demand. Most companies follow conventional marketing strategies, but some companies choose to follow religious or spiritual marketing strategies such as Islamic marketing strategies. Conventional marketing strategies satisfy customers based on current customer needs, whereas, Islamic marketing strategies satisfy customers based on human values, marketing culture, and Islamic rules and regulations (sharia law). Apart from conventional marketing strategies, Islamic marketing strategies focus more on religious and ethical rules that are not in conventional marketing. Thus, this study discusses the marketing mix (product, price, place and promotion). There are many ways that can be done such as by applying sharia principles that have been taught by the Prophet in marketing. For example honesty, whether marketing goods or services always apply this principle. The Prophet got the nickname Al-Amin of his honesty. In addition to honesty, there are still many basic principles of Islam that must be maintained in the course of business, namely Siddiq, Amanah, Tabligh, and Fathonah. These principles must be applied in marketing management. By improving Islamic marketing management, it is hoped that it can attract customers to buy and use goods and services. In addition to feeling comfortable with the application of Islamic principles, buyers also feel calm and not worried about the halalness of goods and services. Furthermore, customers will also be loyal to the goods or services because of the practice of Siddiq, Amanah, Tabligh, and Fathonah in every sales activity that is in accordance with the Sharia.

Paper Citation

in Harvard Style

Syauqi M., Tri Ratnasari R. and Herianingrum S. (2018). The Effects of Islamic Marketing Mix on Consumer Satisfaction and Consumer Loyalty.In Proceedings of the 2nd International Conference Postgraduate School - Volume 1: ICPS, ISBN 978-989-758-348-3, pages 192-200. DOI: 10.5220/0007540001920200

in Bibtex Style

@conference{icps18,
author={Muhammad Syauqi and Ririn Tri Ratnasari and Sri Herianingrum},
title={The Effects of Islamic Marketing Mix on Consumer Satisfaction and Consumer Loyalty},
booktitle={Proceedings of the 2nd International Conference Postgraduate School - Volume 1: ICPS,},
year={2018},
pages={192-200},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007540001920200},
isbn={978-989-758-348-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference Postgraduate School - Volume 1: ICPS,
TI - The Effects of Islamic Marketing Mix on Consumer Satisfaction and Consumer Loyalty
SN - 978-989-758-348-3
AU - Syauqi M.
AU - Tri Ratnasari R.
AU - Herianingrum S.
PY - 2018
SP - 192
EP - 200
DO - 10.5220/0007540001920200