International Journal of Social Science Research (IJSSR) eISSN: 2710-6276 | Vol. 4 No. 4 [December 2022]
Journal website: http://myjms.mohe.gov.my/index.php/ijssr
STIGMA OF ISLAMIC BRAND: ADVERTISING CAMPAIGN FOR WOMEN PRODUCT TOWARDS THEIR PURCHASING
BEHAVIOUR
Norasikin Alimom1*, Mahathir Ahamad2 and Lyidiawati Tusiran3
1 2 School of Computing, Informatic and Media, Universiti Teknologi MARA, Shah Alam, MALAYSIA
3 AIA Takaful, PJ Hijrah Nur-Intisar, Petaling Jaya, MALAYSIA
*Corresponding author: [email protected]
Article Information:
Article history:
Received date : 17 December 2022 Revised date : 24 December 2022 Accepted date : 26 December 2022 Published date : 29 December 2022 To cite this document:
Alimom N., Ahamad, M., &Tusiran, L.
(2022).STIGMA OF ISLAMIC BRAND: ADVERTISING CAMPAIGN FOR WOMEN PRODUCT TOWARDS THEIR PURCHASING BEHAVIOUR.
International Journal of Social Science Research, 4(4), 232-246.
Abstract: Advertising is a form of communication used to persuade an individual decides to take a new action towards a product or service. Advertising is considered as a major and important element for the economic growth of the marketers and different companies in competition.
Based on observations, today’s market is seen as very competitive between organizations as they are competing for consumers loyalty. This study aims to know the consumer’s behaviour when they make purchasing. To ensure delivery of advertising a product is effective, an advertisement must meet the criteria that attract user as having meaning, reliable and special. It is a clear understanding of Islam practices that goals do not justify the means. Today, the global Halal market has emerged as new growth in the global economy and established a strong presence in developing countries through personal care product demand among Muslim. The global Halal Cosmetics and Personal Care Products market was valued at US$ 1934 million in 2020 and is expected to reach US$
2831.6 million by the end of 2027, growing at a CAGR of 5.6% during 2021-2027. Islamic advertising is seen as helpful in providing information about product features, advantages, reliability and validity. Consumer awareness of Halal product is growing due to meet Maqasid Syariah using “Halallan Thayyiban” product. In advertising, it is important to understand such consumer’s attitude and behaviour to ensure that they would be able to successfully market their products and services. This study covers the
1. Introduction
Advertising is a form of communication used to persuade a specific group of people to take a new action towards a product or service. Advertising is considered as a major and important element for the economic growth of the marketers and different companies in competition. Based on observations, today’s market is seen as very competitive between organizations as they are competing for consumers' loyalty. According to Harvard Business Review, firms are now facing challenges in maintaining their competitive edge to survive and be successful.
Strategies are carefully planned and executed to reach the goals of all company growth. Both external and internal factors play a vital role in shaping the direction of a company. Whether we realize it or not, we are surrounded by ads every time. It is the responsibility of users to be aware of their rights as consumers and act wisely. Consumers need to be informed about a product or service available on the market, particularly on the quality and advantages. Therefore, the advertisement should be beneficial to both parties. Ads shown on television and radio channels are very different now than before in line with the changing times and the changing of technology. To ensure delivery of advertising a product is effective, an advertisement must meet criteria that will attract users as having meaning (benefits that make consumers want to buy the product), reliable (to believe that the use of these products benefit as promised) and special (explaining benefits of these products compared to other products). It is clear in Islam practices that goals do not justify the means. However, nowadays contemporary advertising has become a crucial weapon for local as well as multinational organizations to compete against each other and gain profit with unethical manner.
Today, the global Halal market has emerged as a new growth in the global economy and established a strong presence in developing countries through personal care product demand among Muslim women being significantly increased. Southeast Asia is the largest market, with a share over 25%, followed by the Middle East and EU, both having a share of about 15%. In terms of product, Personal Care is the largest segment, with a share over 40%. And in terms of application, the largest application is hair care market, followed by skin care market, make-up impact of Islamic advertising by using Halal logo or label of personal care products influenced consumer advertising attitude and purchasing behaviour. The quantitative approach is chosen for this study and select 200 Muslim women as of the respective respondent. This study found that based on respondent’s purchasing attitude and purchase behaviour, they are impacted by Islamic Advertising in Safi Shayla advertising campaign. In addition, the impact is important in affecting young women's purchase behaviour because it fulfills the need of their social culture which is based on Islamic concepts.
Keywords: Islamic advertising, social, purchasing behaviour, consumers, branding.
market, etc (Industry Research, 2022). According to Ernawati (2019) Malaysia is among the top five countries to dominate the market for Halal cosmetics and pharmaceutical products Halal than Egypt, Pakistan, Jordan and Singapore. In addition, the Halal market is the most rapidly growing economies in Asia, the Middle East, Europe and America. The Halal industry has grown well in the food, cosmetics and Islamic finance to further expand the potential of Halal products in the economy. Halal label is important for Muslim users who want to look beautiful and at the same time not violate Islamic law. Consumers with a good attitude towards halal personal care will be more inclined to choose and purchase them in the future because they understand that halal personal care products are beneficial to them (Subri & Othman, 2022). In this study, the researchers wanted to know how much Islamic advertising by using Halal logo or label of personal care products influenced consumers to make purchasing decisions. Without realizing it, especially the lives of women are inseparable from the use of personal care products from head to toe. Therefore, many companies that produce Halal personal care products to meet consumer demand for various product innovations that do so can be used by local people as well as being exported in line with the government's order for Malaysia to become the world's Halal Hub.
For advertisers, it is important to understand such consumers’ attitude and behaviour to ensure that they would be able to successfully market their products and services. The application of Islamic marketing mix and ethical code of conduct will have a positive impact on the development and maintenance of buyer seller relationship (Abuznaid, 2020). Islamic values is an element of culture that affects consumers in many ways because it prescribes proper behaviour, eating habits, work habits and also the way of life. Thus, this element (Islamic representations) does have an effect on consumers’ behaviour (modern Malay Muslim women), which cannot be underestimated by marketers. Finally, this paper offers a glimpse of the Islamic values effect on advertising particularly in the Muslim culture.
In summary, to achieve the objective of this study, there are two aims that we want to highlight.
First objective is to study the impact of Islamic advertising appeal in Safi Shayla shampoo advertising campaigns towards young adult’s purchasing behavior. In conjunction with this objective, we can look into the guide for young adults to make purchasing for their item. Next is to measure the extent of young adult’s purchase behavior as a result of Islamic advertising appeal.
As we know, advertising is a platform to communicate to the customer about the product. In fact, it would lead to the outcome of choices from the customer.
2. Literature Review
Today in the world with technological advances, organizations and different companies are investing huge amounts in various mediums like radio, magazines, newspapers, television and so forth (Dixit et. al., 2022). According to Charles, Joseph, and Carl (2009), an advertising appeal is a reason for a person to buy a product or services. Advertising appeals refers to packaging products, services, organizations, or individuals in a variety of ways that clearly deliver a certain benefit, stimulation, identification, or reason to explain what consumers are thinking about when they buy products (Aroutzidis, A et. al, 2022). The use of Islamic Advertising appeal in Safi Shayla shampoo advertisements gives a big impact especially on the audience. The emphasis on the hijab makes more consumers interested to try this product because from the year 2010, 61.3 percent of the Malaysian population is Muslims (Malaysian Demographic Profile, 2010). Muslims in
Malaysia nowadays are very concerned about consuming Halal things or that are related to the religion. Hence, it gave Safi Shayla loads of positive feedback. In addition, Safi Shayla used social media influencer and a hijab lifestyle blogger Maria Elena to review their product. According to Safi Malaysia (2017), Maria Elena stated that she experienced the problem of dandruff, oily scalp and hair fall because she wears a hijab. Thus, this shampoo had repaired her hair and scalp.
Furthermore, it smells so fragrant and suitable for women wearing hijab (Safi Malaysia 2017).
According to Super Professeur (2017), there are four major factors that influence a consumer’s buying behaviour which are cultural, social, personal, and psychological. These factors may lead to product development and brand preferences. Although marketers cannot control these factors, it is important to understand their impacts as marketing mix can be developed to appeal to the preferences of the target market (Super Professeur, 2017). Cultural factors include a consumer’s culture, subculture and social class. These factors are often inherent in our values and decision processes. Social factors include groups (reference groups, aspirational groups and member groups), family, roles and status. This explains the outside influences of others on our purchase decisions either directly or indirectly. Personal factors include such variables as age and life cycle stage, occupation, economic circumstances, lifestyle (activities, interests, opinions and demographics), personality and self-concept. These may explain why our preferences often change as our `situation' changes. Psychological factors affecting our purchase decision include motivation (Maslow's hierarchy of needs), perception, learning, beliefs and attitudes. A consumer may not act in seclusion in the buy, yet rather might be affected by any of a few people in various roles. The number of individuals involved in the purchasing decision increases with the level of inclusion and complexity of the purchasing choice behaviour (Super Professeur, 2017).
According to the campaign, Safi Shayla has used Islamic Advertising appeal to approach the consumer. They are perfect to emphasize the concept of Islamic fashion while growing up and affect the appearance through the use of the hijab or dress themselves (Utusan Online, 2017).
Shayla Safi emphasizes user comfort by maintaining the freshness of the hijab-wearing women through a range of Safi Shayla shampoo that suit them. According to a study conducted in Malaysia, consumer awareness, the need and desire to use products Halal cosmetics and personal care products indicated that there were significant differences between respondents in terms of race and awareness of these products and there is a strong relationship with the study of one's religion individuals about their desire to use Halal products (Teng and Wan, 2013). According to Baker (2010), although the Islamic branding can use branding techniques developed by Western experts, it should consider the spiritual needs of Muslim consumers. For individual Muslims who regard the spiritual nature then, all their actions are either loved by him or vice versa, "They are very careful about what, when, where, how, what, and how much to take" (Baker, 2010). There are factors that are different that may affect consumer awareness of products, for example the cosmetic Halal is a factor for consumers to buy products Halal cosmetics and personal care if these products can be easily found on the market (Ariffin S. K., 2022). There are also other studies that do include awareness and consumer perception of Islam on non-Halal food products and identify the factors that influence. Among them, (Teng and Wan, 2013) they examine the number of users to use the product Halal cosmetics and personal care products based on race and awareness, positive effects such as "Advertising and progress", "Halal quality," "norm", "religion", the attitude towards Halal brand products and the negative impact such as "obstruction of use" and "attitude to
other products'' by (Kordnaeij, 2013). Moreover, the issue of Halal ingredients in personal care products today pose a serious challenge.
Moreover, Safi Shayla also uses the concept of testimonials to convince consumers that Safi Shayla is the best choice for shampoo veiled women. Based on Safi official Instagram which is
‘safimalaysia’, there are video ads that use this concept and have received a huge positive response from the audiences, (Safi Malaysia, 2017). According to Nur Ainulyakin Ishak (2017), Safi is a trusted brand by Malaysians. With the use of the slogan 'Selamat dan Suci', Safi won the trust of the public until now. Safi marketing manager, Mahsuri Sulaiman (2017), said Safi Shayla shampoo products are becoming popular since its introduction in 2014. In addition, according to Mahsuri Sulaiman (2017), even though they are a little impressed with the economic situation, Safi can still maintain positive sales growth because the product still has a lot of consumer choice. "We believe, ladies and personal care cannot be separated," (Mahsuri Sulaiman, 2017). This shows the strength of the brand that will continuously grow despite economic downturns. It is also reassuring and encourages the young adults to buy Safi Shayla shampoo products apart from the factors which the shampoo specialty are reserved for women in hijab.
Islamic Advertising gives a huge impact on purchasing behavior towards young adults. Although these groups of people can already think and make a decision on their own, they are still vulnerable with the information provided by the advertisements. Particularly relevant ads for personal care like shampoo advertisements Safi Shayla. Michell and Al-Mossawi (1999) discovered that Gulf Cooperation Council (G.C.C) countries consist of religiously strict Muslims who scored lower on campaign recall and were unfavorable towards controversial advertisements as compared to more liberal Muslims. Conclusively, research studies in this area suggest that there exists a variation in perceived contentiousness of elements in advertisements between a strict Muslim and a liberal Muslim. Studies also emphasize the significance of aligning creativity in execution, content and copy of the advertisement, and other aspects of the ad campaign to the host society’s social and cultural environment (Peebles and Ryans, 1984).
In this research, the theory chosen for the impact of Islamic Advertising appeal towards young adult’s purchase behavior focusing on the ‘Safi Shayla’ shampoo advertising campaign is social marketing theory. According to Bajracharya (2018) social marketing theory is a theory of mass communication that advances socially profitable information and socially acknowledged behaviors. It tries to incorporate marketing thoughts, standards, instruments, techniques and socially advantageous ideas to promote communication and advantage society. The theory is an endeavor to clearly see how societal and psychological elements function to effectively control them by keeping in mind the end goal to build a compelling mass media information campaign.
Hence, this theory is related to the research topic which Islamic Advertising used in Safi Shayla advertising campaign influences young adults to buy the shampoo because of the Islamic concept used such as ‘shampoo for hijab women’.
Social Marketing theory include features which are creating audience awareness, targeting the right audience, reinforce the message, cultivate images or impressions, stimulate interest and lastly to induce desired results (Community Toolbox, 2017). Awareness is created by using all available channels at one’s disposal like news media and even new media like the Internet. The benefit of
using newer media on the other hand helps reach younger audiences who may not read newspapers or depend on television for information. Secondly, targeting the right audience helps cut costs and ensures higher levels of audience penetration. Besides that, reinforcing the message repeatedly ensures that individuals are exposed to the message from different channels. In addition, cultivating images or impressions, helps create a favorable setting for promoting the new product such as Safi Shayla shampoo. Next, the audience's interest will be stimulated and information should be made easily accessible to the general public. Lastly, once information has reached the intended audience, efforts should be taken to ensure that the desired decision is arrived at.
This study aims to discuss the effects of Islamic advertising appeal adopted by advertisers to increase young adult’s advertising attitudes and purchase behaviour. It also tries to explore the effects of different types of advertising spokespersons on advertising appeal, purchase intentions and discuss whether or not advertising attitudes make any contribution to purchase intentions. The figure for conceptual study are as following figure:
Figure 1: Conceptual Structure of the Study
Figure 1 shows the flow of recognition resulting in young adult’s advertising attitude. The purchase intentions are listed and divided into two categories which are the advertising appeal used in the marketing campaign and advertising spokesperson in the commercial videos. Both of these factors will be measured with the Likert Scale method in questionnaires or surveys. Next, resulting in the product purchase behaviour after a conditional process through the advertisements.
2.1 Problem Statement
The demand for halal personal care products is increasing as a result of shifting consumer lifestyles and tastes. Previously the Muslim was not so concerned with respect to products with the Halal logo or label. They get something goods solely dependent on self-awareness and inaccurate information. However, the world is becoming more sophisticated with the development of science and technology in the fields of food, toiletries, cosmetics, pharmaceuticals, beverages and others.
This has a big impact on the sales performance of those products (Adilah Ariffin, Mohd Ali Noor and Hairunnizam Wahid, 2016). For example, Safi’s sales target focuses on selling shampoo Safi Shayla towards Muslim women who wear hijab (Marketing Magazine, 2017).
To address this issue, efforts have been made to achieve the company's goals. According to MarketingMagazine.com, Safi Shayla did not want it to be just another brand of shampoo on the supermarket shelves, the company intended for the brand to become the voice of ambition among Malay women. The brand wanted Safi Shayla to go beyond functional benefits. Hijab wearing women missed out on many opportunities in life because they suffered from stereotyping like 'soft', 'submissive', 'smart not to lead'. This insight led to the idea, “Cabaran Shaylanista: Show the World That There Is Nothing That Hijabsters Cannot Do”. As a result of the Shaylanista campaign, the brand achieved a 7.10 percent market share at a growth rate of 136 percent (Marketing Magazine, 2017). This shows that hijab-wearing women have changed their clothing style to be accepted in social life and respected in their working environment (Karakavak & Özbölük, 2022). According to Talha Salam (2017), Islamic advertising is not only in terms of the use of Halal logo, but how they serve, appearance of the character, the way the story is presented is also one of the characteristics of Islamic advertising. Even so, does the use of Islam in advertising be limited to only beauty products? Thus, the shampoo product named Safi Shayla is chosen to study the effectiveness of Islamic advertising appeal towards young adults’ purchase behaviour in Malaysia.
One of the challenges faced by Malaysia if you want to become a hub for Halal products is the general acceptance of Halal standards applicable in Malaysia. Halal hub industry should apply some standard concepts based on understanding different denominations either Hanafi, Maliki, Shafi’ie or Hanbali. Malaysia must ensure Halal standards is adopted in approving Halal certificate and logo products can be accepted by the Muslims around the world which are known to be sensitive to aspects of Halal products (Adilah Ariffin, Mohd Ali Noor and Hairunnizam Wahid, 2016). Therefore, this research aims to investigate the impact of Islamic appeal advertising towards young adults’ purchase behaviour. The study focuses in Islamic advertising in Safi Shayla shampoo. Other factors also included buying behaviour such as life styles, purchasing power, technology, traditional culture and income. Zhang et al. (2020) explained that a brand’s purchase intention depends upon searching information, problem arousal, comparing alternatives, post- purchase, and purchase behavior. Therefore, advertisers are willing to spend a huge amount on advertisements so they can influence consumers' minds with advertisements.
3. Method
The study has a number of effective sample populations that are able to represent the subject to be studied. Therefore, the selection of the sample population is one important element in carrying out research. The population includes every member who is present in that population. The method section describes actions to be taken to investigate a research problem and the rationale for the application of specific procedures or techniques used to identify, select, process, and analyze information. In these methods, the questioning is static or standardized; all respondents are asked the same questions and there is no opportunity for follow-up questions (Wimmer and Dominick, 2014). For this research, a quantitative method is conducted through a survey. This survey is based on the behaviour of respondents which are only female with a set of questionnaires. This is because the norm of users of the brand Safi Shayla is for women. The quantitative method is a survey that comes with a set of questionnaires according to what the researcher asks the respondents. They are required to answer all of the research questions provided. The research question is basically based on demographic and objectives of the study. Finally, the data of the survey will be collected and analyzed to complete the research study.
3.1 Materials
A total of 28 questions were used to measure the influence of Islamic appeal advertising towards young adult’s purchase behaviour, and a five-point Likert scale was adopted.
A range age for young adults who have watched Safi Shayla advertising (Television, radio, Internet, or social media) were chosen randomly to help conduct this survey. The questionnaires are distributed via online Google Form to ease both respondents and researcher’s time and cost where they can access it through their mobile devices. This is to ensure that they have enough time to answer the survey genuinely. This approach is based on studies by Wu et al. (2022), which demonstrate that the quantity of online surveys in published research increased consistently over time. As a result, the data collected will be analysed and used to complete the research study.
3.1.1 Samples
According to Ashley Crossman (2017), a purposive sample is a non-probability test that is chosen in view of qualities and characteristics of a population and the objective of the research conducted.
Purposive sampling is otherwise called judgmental, particular, or subjective sampling. Purposive Sampling Sample random type was used in this study because this kind of sampling can be exceptionally helpful in circumstances when you have to come to a targeted sample quickly, and where sampling for proportionality is not the primary concern. There are samples selected at random by using the method of distribution of questions from the targeted group which are young women in the Klang Valley area. A convenient sample (non-probability sampling method) of 200 respondents was shared up for the current study in which respondents of the study were requested to complete the structured questionnaire on a voluntary basis. Non-probability sample is known as a sample selected that is not in accordance with the law of mathematical probability. Each unit’s chance is unknown. The sample method used is purposive where respondents or subjects who are purposely chosen since the researcher believed that they are and the people who are having information to serve the purposes of the study (Wimmer and Dominick, 2014).
3.1.2 Site
This study scopes at the Klang Valley area that focus at Shah Alam, Selangor where it is for facilitating researchers to obtain and collect the data required in carrying out the planned study.
According to the Department of Statistics Malaysia (2020), in 2019, household expenditure in urban areas increased 3.7 percent a year from RM4,402 to RM4,916. The average monthly household consumption expenditure recorded in Selangor is (RM5,830). Based on these statistics, this location was chosen because Shah Alam is an urban area where the population is mostly from middle-income and above. Furthermore, the respondents who are not only for working young women, but we can have from higher education institutions students too hence, it is easier for this study to be conducted. In addition, among respondents most of them have a television at their house. On top of that, these groups of respondents who have watched Safi Shayla television advertisements were involved in this research study. It helps the respondents to identify appeals used for the advertising and medium used by advertiser and marketer in order to attract their product or services.
3.1.3 Procedures
The instruments used for this research are questionnaires. According to Business Jargons (2017), a questionnaire is a structured form, either composed or printed, consisting of a formalized set of questions designed to gather data regarding some matter or subjects from one or more respondents.
As such, an information gathering procedure wherein the respondents are asked a request to offer responses to the arrangement of inquiries, composed or verbal, about an applicable subject is called a survey. It is a useful method to collect data and information on quantitative research.
Questionnaire is used because it is easy to be analysed for a huge amount of samples from the chosen population and it is relatively low cost. For this study, questionnaire survey instrument was used and the questionnaire has three parts as follows:
1. Part A - Demography of the respondents.
2. Part B - The impact of Islamic Advertising towards young adult’s purchase behaviour on Safi Shayla shampoo.
3. Part C - The extent of young adult’s purchase behaviour as a result of Islamic Advertising appeal.
3.2 Measurement
The questionnaire uses multi-item scales to measure the constructs of the research objective. All items in the questionnaires were measured on a five-point Likert-style scale anchored from
“strongly disagree” (1) to “strongly agree” (5). The data will be analyzed by using the Google Form’s results and percentage of each question for the researcher to evaluate.
3.3 Data Analysis
The data analysis will begin with running the descriptive analysis on the profile of the respondents such as the respondent age, gender and the semester that they have been to and the impact of Islamic advertising appeal towards young adults’ purchase behaviour. These data were collected based on numbers, mean, percentages, and standard deviation. After the data was collected through the survey the data then analysed analytically and logically for each of the components. It also will involve the process of collecting, extracting, compiling and modelling the raw data and information for the purpose of obtaining constructive information.
The research question will be analysed using Google Forms survey results based on the type of data being analysed. The Google Forms survey results will be used to analyse all the data in the questionnaire. The demographic data, Section B and Section C will be analysed using the pie charts provided in the survey results and an overview of the data will be presented. This type of analysis gives information based on the percentage out of the overall total of respondents. Besides that, descriptive analysis can be used to summarize, explain and describe the data. It refers to the information that the researcher has collected during the experiment, historical record and the survey that has already been done. It also involves the process of using Statistical Package for Social Science (SPSS) as a tool to measure the data and the result can be determined by the mean and standard deviation. The data in section A pertaining to gender, age and semester that they have been to and the impact of Islamic advertising appeal towards young adults purchase behaviour reporting were analysed by using percentages.
3.3.1 Validity and Reliability
Cronbach’s alpha is the most common measure of the scale reliability and it is a measure of internal consistency. Besides that, it is also related to a set of items as a group and it has been proposed that it can be viewed as the expected correlation of two tests that measure the same construct. One of the most popular reliability statistics used today is Cronbach’s alpha (Cronbach, 1951). It ranges from 0 to 1 and it is used to describe the reliability of factors extracted from dichotomous and/or multi-point formatted questionnaires or scale. According to the source of the book “Essentials of Business Research Methods”, The authors have indicated that 0.7 to be an acceptable reliability coefficient but lower limits are sometimes used in the literature. Thus, it can be said that this instrument has good validity and reliability.
Table 1: Acceptable Value of Cronbach’s Alpha
Cronbach’s Alpha coefficient range Strength of association
<0.599 Poor
0.6 to <0.699 Moderate
0.7 to <0.799 Good
0.8 to <0.899 Very good
>0.9 and above Excellent
Sources: Essentials of Business Research Methods by Hair, J.F., Celsi, M.W., Money, A.H., Samuoel, P. & Page, M.J.
(2011)
Based on Table 2 below the reliability of analysis in this study with 28 items (question) indicated that Cronbach’s alpha is 0.707 which is good and Cronbach’s alpha based on standardized items show 0.833 a very good reliability which is more than 0.6. This is shown that the reliability range of the research can be acceptable and valid.
Table 2: Reliability of Analysis Cronbach’s Alpha Cronbach's Alpha Based on
Standardized items
N of items
0.707 0.833 28
4. Results and Discussion
Islamic Advertising is taking place in the advertising field. It helps to attract audiences and make them remember or recall the message better. This is supported by the result shown in Table 3 as most of the respondents agree that Islamic appeal is more affecting than any other appeal in advertisements. According to the respondents, the main reason they prefer Islamic advertising is because it fulfills their needs and wants according to their social culture as a Muslims. It was further supported by the result achieved from item B02, B04, C03 and C11, as most of the respondents agreed that social culture (religion) influences my interest on Islamic appeal advertisements and Islamic terms used in advertisements are important to me in deciding to purchase a product. By using Islamic advertising appeal, they can remember the advertisement's message better and it enables the brand to stand out among the competitors.
Table 3: Results of statement About Islamic Advertising
Items Statement Percent of Agree &
Strongly Agree (%) B02 Islamic appeal advertisements convince you more and help you to
make purchase decisions.
81.3 B04 The term ‘Shampoo for Hijab Women’ influenced you to buy the
shampoo.
77.6 C03 My social culture (religion) influences my interest on Islamic appeal
advertisements.
90.0 C11 Islamic terms used in advertisements are important to me in
deciding to purchase a product.
88.8
Based on the research objective which is the difference between advertisement with music and advertisement without music, as presented in Table 4, the researcher has found that Islamic Advertising appeal used in Safi Shayla advertisements does affect the respondent’s purchase behaviour which are among young adults. Also, it is proven that after watching Safi Shayla advertisements, the respondents decided to purchase the product. This research found that based on respondent’s advertising attitude and purchase behaviour, they are impacted by Islamic Advertising in Safi Shayla advertising campaign. This is proven when one of the respondents decides to purchase the product after watching the advertisements as stated in item B05, B06, B08, C07 and C09. In addition, the impact is important in affecting young adult’s purchasing behaviour because it fulfills the need of their social culture which is based on Islamic concepts.
Table 4: Results of Statement About Respondent’s Advertising Attitude and Purchase Behaviour
Items Statement Percent of Agree &
Strongly Agree (%) B05 Islamic Advertising appeal used in Safi Shayla advertisements
affect your purchase behaviour.
82.5 B06 Halal logo is important in influencing the demand for Muslim
consumers.
98.7 B08 After watching Safi Shayla advertisements, you decided to purchase
the product.
66.3 C07 The ‘Shampoo for Hijab’ concept used in the advertisements
attracted me to purchase Safi Shayla shampoo.
76.3 C09 You decided to purchase Safi Shayla shampoo after watching the
advertisements.
66.3
5. Conclusion
The main contribution of this study is to fill the existing gaps in the marketing literature by providing a comprehensive research on the impact of Islamic Advertising appeal towards young adult’s purchase behaviour focusing on Safi Shayla shampoo advertising campaign. From the data analyzed, researchers can conclude that the assumption is consistent with other researchers. The results obtained from all the research and studies were always positive and proved that Islamic advertising does influence young adult’s purchase behaviour focusing on the Safi Shayla shampoo advertisements. Abuznaid (2020) strongly indicates that Islamic religion has a major impact on human and consumer behavior, social interactions, and social relations. The influence of Islamic symbols such as hijab on Muslim’s advertising information processing is yet to be studied. Hijab is a significant expression of Muslims' personality and alliance which may develop in information processing when they experience a message carrying this religious image. Moreover, the culture factors are also strong predictors to this research after the data were analyzed. Even though Malaysia is not strict with the other religions, the general advertisements that are published in the television cannot contain the prohibited things and attitude in Islam such as alcohol and gambling (Yilmaz. I et. al, 2022).
Above all, Islamic Advertising can help in increasing profit for the Safi Shayla products by influencing young adult’s purchase behaviour and the extent of young adult’s purchase behaviour as a result of Islamic Advertising appeal. The customers tend to get attracted towards the products which are advertised by following the Shariah guidelines (Alomari et al. 2020). It will drive society to trust and be loyal to the product or brands. Islamic Advertising might be helpful in giving information about product features, reliability, and validity but not all of them are true. The society is being globalized as their thought, perception and behaviour are controlled by the Western country and to survive in the advertising field, the advertiser needs to understand what the society needs.
References
Abbas Naseri & Ezhar Tamam, (2012). Impact of Islamic Religious Symbol in Producing Favourable Attitude Towards Advertisement. Retrieved from http://revad.uvvg.ro/files/
nr8/7.%20Naseri.pdf
Abuznaid, S. A. (2020). Islamic Marketing and Muslim Consumers’ Behavior. Asian Journal of Social Science Studies. 5. 10. 10.20849/ajsss. v5i1.710.
Alomari, K. M., Maqableh, A. N. Y., Salah, A. A., Alshaketheep, K. M. I., & Abu Jray, A. A.
(2020). Impact of Halal Digital Marketing on Consumer Behavior: Jordan’s Perspective.
International Journal of Economics & Business Administration (IJEBA), 8(Special 1), 202- 215.
Ariffin, S. K. (2022). Religiosity Strengthens the Relationship Between Brand Recognition and Buying Intention Toward Halal Personal Care and Cosmetic Products. In Selected Proceedings from the 1st International Conference on Contemporary Islamic Studies (ICIS 2021) (pp. 35-45). Springer, Singapore.
Aroutzidis, A., C., Antonopoulou, H., Gkintoni, E., & Halkiopoulos (2022). Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview. Transcending Borders in Tourism Through Innovation and Cultural Heritage, 679-697.
Ayesha, L. S & Zaki, R. (2014). Advertising Based On Islamic PrinciplesAwareness Interest &
Trial of It By Marketing Experts in Pakistan. Conference: 5th Global Islamic Marketing Conference At: Kuala Lumpur, Malaysia.
Bajracharya, S. (2018). Social Marketing Theory, in Businesstopia. Retrieved from https://www.businesstopia.net/mass-communication/social-marketing-theory.
Charles, W. L., Joseph F. H. & McDanie, l. C. (2008). Essentials of Marketing, 6 th ed, Cengage Learning: USA
Community Toolbox. (2017). Section 1. Understanding Social Marketing: Encouraging Adoption and Use of Valued Products and Practices, Retrieved from: http://ctb.ku.edu/en/sustain/
social-marketing/overview/main
Crossman, A. (November, 2017), Understanding Purposive Sampling, retrieved from source Website: https://www.thoughtco.com/purposive-sampling-3026727 Definition of Questionnaires, Retrieved from source Website: http://businessjargons.com/
questionnaire.html
Department of Statistics Malaysia. (2020). Press release household expenditure survey report 2019. Retrieved on 22nd December 2022 at https://www.dosm.gov.my.
Dixit, M. (2022). Current Media Practices with Regard to Reality Shows: A Critical Reflection on Indian Market. Quarterly Review of Film and Video, 39(1), 170-189.
Ernawati. (2019). The global competitiveness study of halal pharmaceuticals and cosmetics industry. Mega Aktiva: Jurnal Ekonomi dan Manajemen. 8. 51. 10.32833/majem. v8i1.79 Ima Ilyani, I., Nur Rashidi, J., Mohamad niza, M. N., Zulaiha, A., ShahrulAmri, A. W. & Nur
Hanina, H. (2016). Antecedence that Affects Advertising from an Islamic Perspective in Malaysia as a Muslim Country, IARJ-SS-20161-55-60.
Industry Research. (2022). Global halal cosmetics and personal care products market outlook 2022. Retrieved on 23rd December 2022 at https://www.industryresearch.biz/global- halal- cosmetics-and-personal-care-products-market-19850805
Karakavak, Z. and Özbölük, T. (2022). When modesty meets fashion: how social media and influencers change the meaning of hijab. Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-05-2021-0152
Malaysia Demographic Profile. (2016). Retrieved from source Website:
http://www.indexmundi.com/malaysia/demographics_profile.html
Maria Elena: Safi Malaysia. (2017, December 1), Pilihan Syampu Wanita Berhijab DVC [Instagram], Retrieved from https://www.instagram.com/p/BUyBtReBQh2/ Marketing in English - 4 Major Factors that Influence Consumer Buyer Behaviour, Retrieved from source Website: http://www.superprofesseur.com/19.html
Mawdudi, A. A. (1987). Towards Understanding Islam. 7th Printing. Translated and edited by Khursid Ahmad. Idara Tarjuman-ul-Quran: Lahore
Michell, P.C.N & Al-Mossawi, M. (1999). The mediating effect of religiosity on advertising effectiveness. Journal of Marketing Communications. 1. 3. 151-162
Mohamad Idham, M. R., Nur Eiimtiaz, A., Mohd Azmil, M. Y., Siti Rosnita, S. & Khalijah M. N.
(2014). Spending Trends among Youth in Malaysia, Retrieved from http://jedsnet.com/journals/jeds/Vol_2_No_1_March_2014/12.pdf
Noor Ainulyakin, I. (2017). Safi Jenama Dipercayai, retrieved from source Website:
http://www.sinarharian.com.my/bisnes/safi-jenama-dipercayai-
1.634780?fb_comment_id=1227978840651649_1228057177310482#f3529f232f4e14
Population definition, Retrieved from source Website:
http://www.businessdictionary.com/definition/population.html
Spacey, J. (2016). 14 Examples of FMCG. Retrieved from source Web Site:
http://simplicable.com/new/fmcg
Subri, M. ‘Adnin, & Othman, M. H. (2022). Determinants of Halal Personal Care Products Purchase Intention: Empirical Evidence from Selected University Students in
Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(3), 30 – 47
Tintin, R. (2017). Marketing in English - 4 Major Factors that Influence Consumer Buyer Behaviour, Retrieved from source Website: http://www.superprofesseur.com/19.html
Teng, P. K., & Jamaliah, W. W. (2013, March). Investigating students' awareness and usage intention towards halal labelled cosmetics and personal care products in Malaysia. In 4th International Conference on Business and Economic Research (4th ICBER 2013), Indonesia:
Bandung.
Waller, D. S. (2000). Cultural values and advertising in Malaysia: Views from the industry. Asia Pacific Journal of Marketing and Logistics. 3 – 16.
Wu, M. J., Zhao, K., & Fils-Aime, F. (2022). Response rates of online surveys in published research: A meta-analysis. Computers in Human Behavior Reports, 100206.
Yilmaz, I. (2022). Sharia, Legal Hybridity, and Islamization of Social Life. In Authoritarianism, Informal Law, and Legal Hybridity (pp. 113-138). Palgrave Macmillan, Singapore.
Zhang, H., Xu, H. & Gursoy, D. (2020). The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. J. Destin. Mark. Manag.
17:100454. doi: 10.1016/J.JDMM.2020.100454
Zwick, D. & Chelariu, C. (2006). Mobilizing the hijab: Islamic identity negotiation in the context of a matchmaking website. Journal of Consumer Behavior. 5. 4. 380-395