MKT 6009 Marketing Internship (0 semester credit hours) Student gains experience and improves skills through appropriate developmental work assignments in a real business environment. Student must identify and submit specific business learning objectives at the beginning of the semester. The student must demonstrate exposure to the managerial perspective via involvement or observation. At semester end, student prepares an oral or poster presentation, or a written paper reflecting on the work experience. Student performance is evaluated by the work supervisor. Pass/Fail only. Prerequisites: (MAS 6102 or MBA major) and department consent required. (0-0) S MKT 6244 Digital Marketing Strategy (2 semester credit hours) Executive Education Course. The course explores three distinct areas within marketing and sales namely, digital marketing, traditional sales prospecting, and executive sales organization and strategy. The continuing convergence of the digital marketing and sales funnels has created a strategic continuum from digital lead generation to digital sales. The course identifies the current composition of this digital continuum while providing opportunities to evaluate sales and marketing digital strategies. Prerequisites: MKT 6301 and instructor consent required. (2-0) Y MKT 6301 (SYSM 6318) Marketing Management (3 semester credit hours) Overview of marketing management methods, principles and concepts including product, pricing, promotion and distribution decisions as well as segmentation, targeting and positioning. (3-0) S MKT 6309 Marketing Data Analysis and Research (3 semester credit hours) Methods employed in market research and data analysis to understand consumer behavior, customer journeys, and markets so as to enable better decision-making. Topics include understanding different sources of data, survey design, experiments, and sampling plans. The course will cover the techniques used for market sizing estimation and forecasting. In addition, the course will cover the foundational concepts and techniques used in data visualization and \"story-telling\" for clients and management. Corequisites: MKT 6301 and OPRE 6301. (3-0) Y MKT 6310 Consumer Behavior (3 semester credit hours) An exposition of the theoretical perspectives of consumer behavior along with practical marketing implication. Study of psychological, sociological and behavioral findings and frameworks with reference to consumer decision-making. Topics will include the consumer decision-making model, individual determinants of consumer behavior and environmental influences on consumer behavior and their impact on marketing. Prerequisite: MKT 6301. (3-0) Y MKT 6321 Interactive and Digital Marketing (3 semester credit hours) Introduction to the theory and practice of interactive and digital marketing. Topics covered include: online-market research, consumer behavior, conversion metrics, and segmentation considerations; ecommerce, search and display advertising, audiences, search engine marketing, email, mobile, video, social networks, and the Internet of Things. (3-0) T MKT 6322 Internet Business Models (3 semester credit hours) Topics to be covered are: consumer behavior on the Internet, advertising on the Internet, competitive strategies, market research using the Internet, brand management, managing distribution and supply chains, pricing strategies, electronic payment systems, and developing virtual organizations. Further, students learn auction theory, web content design, and clickstream analysis. Prerequisite: MKT 6301. (3-0) Y MKT 6323 Database Marketing (3 semester credit hours) Techniques to analyze, interpret, and utilize marketing databases of customers to identify a firm's best customers, understanding their needs, and targeting communications and promotions to retain such customers. Topics

Marketing for management.

Rapidly increasing global competition, emergence of new markets, and technological advancements make today’s marketplace a highly dynamic and challenging environment for companies. Effective marketing is therefore crucial for organizations to survive and prosper in such an environment. Marketing is the process through which organizations develop and distribute products and services that satisfy the needs of customers. Customer satisfaction is critical to the profitable operations and growth of organizations and, as such, an integral component of modern-day marketing.

고객과 지식 Marketing

Purpose

Self-gifting is a performative process in which consumers purchase products for themselves. The literature to date remains silent on a determination and connection between the extents of post-purchase regret resulting from self-gifting behavior. The purpose of this paper is to examine identification and connection of self-gifting antecedents, self-gifting and the effect on post purchase regret. 

Design/methodology/approach

This study claims the two antecedents of hedonistic shopping and indulgence drive self-gifting behaviors and the attendant regret. A total of 307 shoppers responded to a series of statements concerning the relationships between antecedents of self-gifting behavior and the effect on post-purchase regret. Self-gifting is a multi-dimensional construct, consisting of therapeutic, celebratory, reward and hedonistic imports. Confirmatory factor analysis and AMOS path modeling enabled examination of relationships between the consumer traits of hedonistic shopping and indulgence and the four self-gifting concepts. 

Findings

Hedonic and indulgent shoppers engage in self-gifting for different reasons. A strong and positive relationship was identified between hedonic shoppers and reward, hedonic, therapeutic and celebratory self-gift motivations. hedonic shoppers aligned with indulgent shoppers who also engaged the four self-gifting concepts. The only regret concerning purchase of self-gifts was evident in the therapeutic and celebratory self-gift motivations. 

Research limitations/implications

A major limitation was the age range specification of 18 to 45 years which meant the omission of older generations of regular and experienced shoppers. This study emphasizes the importance of variations in self-gift behaviors and of post-purchase consumer regret. 

Originality/value

This research is the first examination of an hedonic attitude to shopping and indulgent antecedents to self-gift purchasing, the concepts of self-gift motivations and their effect on post-purchase regret.

Self-gifting guilt : an examination of self-giftingmotivations and post-purchase regret

PurposeHaving Middle Eastern tourism industry as the context, this study aims to examine the impact of the four main dimensions within service innovation (i.e. product, process, organizational and marketing innovations) on tourist satisfaction; subsequently, towards the development of destination loyalty. Realized that religiosity prevails as an important social force that shapes individual behaviours, this study, hence, placed further assessment upon its moderating role, specifically in the relationships between tourist satisfaction and destination loyalty.Design/methodology/approachWith adopting the approach of self-structured questionnaire, 214 usable responses had been collected for this study. Obtained data was then analyzed by conducting exploratory factor analysis, confirmatory factor analysis and multiple linear regression analysis through the usage of structural equation modelling.FindingsAnalysis of obtained data has revealed all the investigated dimensions within service innovation as active predictors to tourist satisfaction, with the exception of product innovation, while having marketing innovation being of highest significance. In turn, tourist satisfaction is found to greatly influence the formation of destination loyalty. Findings then provide notable indication on religiosity as a moderating factor to the proposed relationships within the investigated framework, between service innovation and tourist satisfaction, as well as tourist satisfaction and destination loyalty.Originality/valueThis study, thus, revealed the level of religiosity, particularly from the standpoint of Islamic perspectives, in playing a critical role towards predicting capability of service innovation on tourist satisfaction, and further, destination loyalty. Contributions hereby lie on theoretical and pragmatic insights concerning aspects of service and Islamic marketing within today’s tourism front.

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The chain effects of service innovation components on the building blocks of tourism destination loyalty: the moderating role of religiosity

PurposeThis study aims to analyze the behavior of Indonesian Muslim consumers toward halal wellness services, especially to determine the effect of Islamic attributes providing halal wellness services and customer religious commitment as a moderating variable on customer satisfaction and loyalty.Design/methodology/approachThe study was carried out by surveying 260 respondents from 13 Muslim salon outlets in the Jabodetabek area as research samples. Furthermore, a quantitative approach with moderated regression analysis is used as an analytical tool to test the research hypothesis.FindingsThe study found that embedding Islamic attributes in a halal service correlated positively with customer satisfaction. Four of the six dimensions of Islamic attributes that provide halal wellness services have a significant influence on customer satisfaction and loyalty. In addition, it was found that the moderating effect of religious commitment variables was only significant on two Islamic attributes, namely, Muslim goods and services and halal labeled products.Research limitations/implicationsThis study was conducted with samples taken from only one brand of muslimah salon in Jabodetabek area. So that generalization needs to be done with caution.Practical implicationsThe paper includes implications for the marketing strategy of halal wellness services industry including the importance of experiential marketing strategy, the moderation between fiqh law compliance and customer convenience and the service customization based on customer preferences.Originality/valueThis paper gives an understanding of the behavior of halal wellness service users on how halal service attributes affect user satisfaction and loyalty.

The influence of Islamic attributes and religious commitments toward halal wellness services customer satisfaction and loyalty

The Islamic brand is closely linked to the faith, but the significant role of religiosity is sometimes overlooked. The current study will incorporate the issue in the analysis. The point in question is whether there is a significant influence of religiosity on Islamic brand purchase intention. The purpose of this paper is to examine the effect of religiosity on Islamic brand purchase intention as compared with the effect of product involvement and value consciousness. To investigate the relationship between the variables: religiosity, value consciousness, and product involvement, an explanatory research design was employed that involved an online survey of 176 Muslim women. The final questionnaire was made up of 30 items that consisted of the measures for product involvement (10 items), value consciousness (7 items), religiosity (10 items), and purchase intention (3 items). Based on a study of Indonesian consumers in the context of toiletry product purchases, the study found that religiosity and product involvement have no significant influence on Islamic brand purchase intention. Meanwhile, it is only value consciousness that has positive and significant influences on Islamic brand purchase intention.

https://www.europeanproceedings.com/files/data/article/47/1401/article_47_1401_pdf_100.pdf

Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement

Only limited research has examined the role of religion in a tourism context. This study examines the moderating role of religion in the relationships between value and customer satisfaction. This paper poses the question: Does religiosity moderate the relationships among traditional value, Islamic value and customer satisfaction with the halal destination? The study aims to test empirically the effect of traditional value and Islamic religious value on customers’ satisfaction with a halal destination. Moreover, the study also analyses the moderating role of religiosity in the relationship between Islamic value and customers’ satisfaction with a halal destination. A total of 295 questionnaires consisting of 40 items was distributed to Muslim tourists on-line through survey sites and off-line at Lombok Island. Lombok was employed because it was chosen as the Best Halal Tourist Destination and the Best Halal Honeymoon Destination during the World Halal Travel Awards 2015 held in Abu Dhabi. The direct relationships and moderation effects of religiosity were assessed using structural equation modeling with AMOS 18.0. The results clearly indicated that it is only traditional value which significantly and directly influences customers’ satisfaction with a halal destination while Islamic value has no significant influence on customers’ satisfaction. Islamic value, specifically non-physical Islamic attributes, significantly influences customers’ satisfaction only under the moderation of religiosity. Thus, destination marketers should deliver highly traditional value to create high customer satisfaction with halal destinations. Marketers should also consider non-physical Islamic attributes such as segregation of service delivery when they target consumers with high religiosity to attract more Muslim tourists.

https://www.europeanproceedings.com/files/data/article/47/1402/article_47_1402_pdf_100.pdf

Understanding Muslim Customer Satisfaction with Halal Destinations: The Effects of Traditional and Islamic Values

The growth of Muslim population continues to increase and is expected to continue growing up to 2.2 billion by 2030. This makes the demand for halal products increase. However, it is not followed by supply from a trusted manufacturer for the halal product. This study wanted to know how the perception of halal in Islam can affect one’s intention of repurchase judged from the level of religiosity, knowledge, attitude and its impact in determining the intention of repurchasing halal cosmetics in Indonesia regardless of their religion. A total of 354 usable questionnaires from respondents over the age of 18, who purchased cosmetics in the last 6 months were used. This study used a self-administrated questionnaire with closed-ended questions. Data analysis was performed using conclusive descriptive cross-sectional analysis and Structural Equation Modeling (SEM) method using LISREL 8.51 software. The results in the study showed that there is a significant impact of religiosity and knowledge of the customers toward intention to repurchase halal cosmetics on an indirect relationship. The purpose of this study is to increase awareness of the society about the importance of halal products, not only for internal use but also external use. The mediating variable, attitude, become a significant variable to mediate the influence of religiosity and knowledge toward intention to purchase halal cosmetics. Meanwhile previous study showed that only religiosity has a significant result.

The Influence of Knowledge and Religiosity with Mediation of Attitude Toward the Intention of Repurchasing Halal Cosmetics

This study strives to identify the market segment for mobile Internet based on demographic characteristics and technology usage behavior attributes. Market  segment analysis is one of the most  important  factors for target market identification of  products or services. Segmentation analysis is also very crucial to the success of product development management to ensure that products reach their potential customers or their target market effectively with the right marketing strategies, thereby ensuring peak profitability. In this segmentation research project, data were collected through a paper-based survey using nonprobability sampling among 232 respondents.  Based on cluster analysis, the mobile Internet segment in Indonesia can be divided into four groups: savvy users (35.8%), loyal users (27.6%), value users (27.6%) and traditional users (9.9%). The study found that factors which clearly differentiate mobile Internet segments are: mobile data usage during web browsing, communication activity including social media activity, game activity, and price sensitivity.

Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management

\nPurpose\nThe purpose of this study is to examine the impact of brand familiarity and profit-sharing rate on Muslim customers’ brand trust, perceived financial risk, perceived value and intention to invest in an Islamic bank.\n\n\nDesign/methodology/approach\nA between-subjects experimental design was applied in the study. Six experiments involving two brand familiarity levels and three profit-sharing rates were conducted using a total of 217 samples. Randomization was applied in the study, which generated unequal sample sizes for each group of experiments.\n\n\nFindings\nThe findings of this experimental study demonstrated that Muslim customers’ familiarity with the bank’s brand has a significant impact on their brand trust and intention to invest in an Islamic bank. The study also found that the profit-sharing rate has a significant impact on the perceived value both with and without interaction with brand familiarity.\n\n\nResearch limitations/implications\nThe current study applies an independent measured design or a between-subjects experimental design, that resulted in unequal sample sizes. In addition, the study also does not control for the types of bank accounts owned by respondents. The design may invite the presence of confounding variables that exist due to individual differences and environmental variables.\n\n\nPractical implications\nThe results show that Islamic bank managers should care about the brand familiarity issue, which strongly influences customers’ brand trust and customer intention to invest in an Islamic bank. In addition, Islamic bank managers should pay attention to the profit-sharing rate given to customers, as it interacts with brand familiarity in influencing customers’ perceived value.\n\n\nOriginality/value\nThis study examined the impact of brand familiarity and profit-sharing rate on Muslim consumers’ brand trust, perceived risk, perceived value and intention to save in an Islamic bank. The paper provides a shred of empirical evidence to the theoretical relationship between the subjective and objective cues that influence the formation of customers’ trust, perceived financial risk, perceived value and intention in the Islamic bank context.\n

Sri Daryanti

Papers

Understanding Islamic Brand Purchase Intention: The Effects of Religiosity, Value Consciousness, and Product Involvement

Understanding Muslim Customer Satisfaction with Halal Destinations: The Effects of Traditional and Islamic Values

The Influence of Knowledge and Religiosity with Mediation of Attitude Toward the Intention of Repurchasing Halal Cosmetics

Segmentation of Mobile Internet Users in The Indonesian Context: Insight for Mobile Internet Product Development Management

Brand familiarity vs profit-sharing rate: which has a stronger impact on Muslim customers’ intention to invest in an Islamic bank?