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)
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
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,
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.
• 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
• Analyzing the correlation between the risk and
advantage in religious marketing to consumers’
15. CONTROL VARIABLES
ISLAM 20 AND BELOW
BUDDHISM 51 AND ABOVE
OTHERS EDUCATION LEVEL
HIGH SCHOOL AND BELOW
GENDER COLLEGE STUDIES
MALE RESEARCH AND POSTDOCTORAL
16. RELIGIOUS SENSITIVITY VARIABLES
REMORSE INCREASED SPIRITUAL
MIS-REPRESENTATION BRAND AFFECT
BRAND DISTRUST BRAND TRUST
LOST CUSTOMERS INCREASED CUSTOMER
VIOLATION OF LAW UNIVERSAL APPEALS
• 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.
American Marketing Association. (2017). Definitions of Marketing. https://www.ama.org/the-definition-
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.
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-
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.