Title: The implementation of integrated marketing communication on retail business: Moslem consumers' perceptions

Authors: Harmon Chaniago; Yen Efawati

Addresses: Department of Business Administration, Politeknik Negeri Bandung, Gegerkalong Hilir, Ciwaruga, Bandung, Indonesia ' School of Postgraduate Studies, Indonesia University of Education, Setiabudi 229, Bandung, Indonesia

Abstract: Some studies on integrated marketing communication have been done by researchers in large firms and SMEs. However, there have been only a few researchers who have concern on IMC, specifically on retail business. The purpose of this paper is to investigate the effect of IMC on retail business based on perception of Moslem consumers. The research used explanatory survey method with exploratory analysis. Total sample involved were 189 respondents and snowball sampling was used as sampling technique. The findings show that there were five determinants of IMC success from Moslem consumers' perception: communication program, advertisement, reinforced notions of consistency, goods price and product completeness. It has been proved that IMC's success in retail business was determined in the design and implementation processes, which should be in accordance with the most religion of the consumers. IMC implementation for Moslem consumers requires the application of Sharia principles such as: benefit, honesty, openness, friendship and mutual assistance in doing business.

Keywords: integrated marketing communication; IMC; retail business; beneficial; honesty; openness; helping each other.

DOI: 10.1504/IJBG.2022.122664

International Journal of Business and Globalisation, 2022 Vol.30 No.2, pp.187 - 206

Received: 06 Jun 2018
Accepted: 27 Jun 2019

Published online: 05 May 2022 *

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