1. DOES RELIGION MATTER?
R I S K O R A D VA N TA G E I N M A R K E T S E G M E N TAT I O N A N D
H O W T H E Y A F F E C T T H E C O N S U M E R S ’ P U R C H A S E
I N T E N T I O N
Shierly Chandra (曾美麗)
M11122051
Advisor: Dr. Shu-Yi Liaw, Ph.D
Instructor: Pei-Chun Chang
NATIONAL PINGTUNG UNIVERSITY OF SCIENCE AND TECHNOLOGY
DEPARTMENT OF TROPICAL AGRICULTURE AND INTERNATIONAL COOPERATION
16 March 2023

2. OUTLINE
INTRODUCTION

3. OUTLINE
INTRODUCTION
RESEARCH MODEL

4. OUTLINE
INTRODUCTION
RESEARCH MODEL
METHODOLOGY

5. OUTLINE
INTRODUCTION
RESEARCH MODEL
METHODOLOGY
EXPECTED RESULTS

6. OUTLINE
INTRODUCTION
RESEARCH MODEL
METHODOLOGY
EXPECTED RESULTS
CONCLUSION

7. MARKETING
Marketing is an activity where the company sets some
strategy to promote the selling of a product or service.
Marketing includes advertising, selling, and delivering
products to consumers or other businesses (American
Marketing Association, 2017).
Marketing campaign is the first step to introduce the
company’s product to a customer. A company has the
opportunity to educate, promote, and encourage
potential buyers. Marketing also helps a company to
shape the brand image. To achieve these goals, sensory
marketing could play an important role in the making of
product or service advertisements.
Sensory marketing involves implementing a marketing
campaign that appeals to the audience’s five senses:
sight, sound, touch, taste and smell.

8. RELIGIOUS MARKETING
Religious or faith-based marketing is the integration of
religious faith into marketing and business. This kind of
marketing usually targeted specific groups to promote
faith-based products (Kumra, Parthasarathy, & Anis,
2016).
In Indonesia, religious advertisement is frequently
used to promote products (Mabrur, 2020) like food,
beverages, cosmetics, and skin care, because
Muslim-majority of Indonesian population very strict
about the food they’re eaten and the things they used.
Different essential attributes could play a very
important role in the success of an advertisement:
implicit meaning, symbol, and background music
(HBF Direct Limited, 2021). And these attributes could
also be implemented in religious advertisement.

9. RELIGIOUS SENSITIVITY
RISK
ADVANTAGE
(CNN, 2022) (Wardah Beauty, 2019)

10. OBJECTIVES
• Analyzing the correlation between implicit meaning,
symbol, dan background music to the risk and
advantage in religious marketing.
• Analyzing the moderation effect of level of tolerance
and level of faith to the risk and advantage in
religious marketing.
• Analyzing the correlation between the risk and
advantage in religious marketing to consumers’
purchase intention.

11. RELIGIOUS
SENSITIVITY
ADVERTISING
ATTRIBUTES
RESEARCH MODEL
PURCHASE
INTENTION
MODERATORS
CONTROL VARIABLES

12. FIRST STUDY
IMPLICIT
MEANING
SYMBOL
BACKGROUND
MUSIC
ADVANTAGE
RISK
MODERATORS
CONTROL VARIABLES

13. FIRST STUDY
IMPLICIT
MEANING
SYMBOL
BACKGROUND
MUSIC
ADVANTAGE
RISK
MODERATORS:
1. LEVEL OF FAITH
2. LEVEL OF TOLERANCE
TOWARDS OTHER RELIGIONS
CONTROL VARIABLES

14. PURCHASE
INTENTION
SECOND STUDY
ADVANTAGE
RISK
CONTROL VARIABLES

15. CONTROL VARIABLES
RELIGION AGE
ISLAM 20 AND BELOW
CHRISTIANITY 21-30
CATHOLICISM 31-40
HINDUISM 41-50
BUDDHISM 51 AND ABOVE
CONFUCIANISM
OTHERS EDUCATION LEVEL
HIGH SCHOOL AND BELOW
GENDER COLLEGE STUDIES
MALE RESEARCH AND POSTDOCTORAL
FEMALE
NATIONALITY

16. RELIGIOUS SENSITIVITY VARIABLES
RISK ADVANTAGE
REMORSE INCREASED SPIRITUAL
MIS-REPRESENTATION BRAND AFFECT
BRAND DISTRUST BRAND TRUST
LOST CUSTOMERS INCREASED CUSTOMER
VIOLATION OF LAW UNIVERSAL APPEALS

17. METHODOLOGY
150MUSLIM
150NON-MUSLIM
150SECULAR
COMMUNITY
1
Normal Ad
2
IM
3
S
4
BM
5
IM + S
6
IM + BM
7
S + BM
8
IM+S+BM

18. QUESTIONNAIRE
METHODOLOGY
2
1-
4
1-
3
1-2
1-1
DEMOGRAPHIC
QUESTIONS
LEVEL OF
TOLERANCE & LEVEL
OF FAITH
ADVERTISING
ATTRIBUTES
MEASUREMENTS
RISK & ADVANTAGE
MEASUREMENTS
PURCHASE
INTENTION
MEASUREMENTS
FIRST STUDY SECOND STUDY

19. FIRST
STUDY
EXPECTED RESULTS
H1-1
H1-2
H1-3
ADVERTISING ATTRIBUTES CORRELATE NEGATIVELY TO THE RISK IN
RELIGIOUS MARKETING

20. FIRST
STUDY
EXPECTED RESULTS
H2-1
H2-2
H2-3
ADVERTISING ATTRIBUTES CORRELATE POSITIVELY TO THE ADVANTAGE IN
RELIGIOUS MARKETING

21. FIRST
STUDY
EXPECTED RESULTS
H3-1
H3-2
H3-3
LEVEL OF FAITH ACTS AS A MODERATOR IN THE DETERMINATION OF
ADVANTAGE IN RELIGIOUS MARKETING

22. FIRST
STUDY
EXPECTED RESULTS
H4-1
H4-2
H4-3
LEVEL OF TOLERANCE ACTS AS A MODERATOR IN THE DETERMINATION OF
RISK IN RELIGIOUS MARKETING

23. FIRST
STUDY
EXPECTED RESULTS
H5
H6
RISK IN RELIGIOUS MARKETING HAS A NEGATIVE IMPACT ON CONSUMERS’
PURCHASE INTENTION
ADVANTAGE IN RELIGIOUS MARKETING HAS A POSITIVE IMPACT ON
CONSUMERS’ PURCHASE INTENTION

24. CONCLUSION
• The study is expected to acknowledge consumers’
perception and their purchase intention on religious
marketing which will improve marketing strategy by
using a different approach.
• The study could contribute in creating sustainable
community by promoting products or services
targeting specific group of people in respect of their
religion in a more effective way.

25. REFERENCES
American Marketing Association. (2017). Definitions of Marketing. https://www.ama.org/the-definition-
of-marketing-what-is-marketing/
CNN. (2022). Indonesia bar workers face blasphemy charges over free drinks for people named Mohammed
or Maria. https://edition.cnn.com/2022/06/28/asia/indonesia-bar- blasphemy-charges-intl-hnk/index.html
HBR Direct Limited. (2021). 11 Important Features of Advertising for Every Marketer.
https://www.hbfdirect.com/features-of-
advertising/#:~:text=1.,benefits%20that%20the%20product%20provides.
Kumra, R., Parthasarathy, M., & Anis, S. (2016). Unraveling religious advertisements’ effectiveness in a multi-
religious society. Journal of Indian Business Research 8(2): 122-142. DOI: 10.1108/JIBR-07-
2015-0083
Mabrur, M. (2020). Pendekatan “Religious Marketing” dalam Komunikasi Islam: Menjawab Tantangan Era
Disrupsi. Jurnal Ilmu Dakwah 19(1): 16-26.
Wardah Beauty. (2019). TV Commercial Wardah: Halal Dari Awal.
https://www.youtube.com/watch?v=f_zMcbAj9Ig