Antecedents of customers’ intention to support Islamic social enterprises in Indonesia: The role of socioeconomic status, religiosity, and organisational credibility

Abstract

Purpose

The purpose of this paper is to examine the influence of extrinsic factors, namely, age, education, gender, marital status and income on customers’ intention to support Islamic social enterprises via donation. The paper also assesses the influence of religiosity on support intention (SI). The impact of customers’ perceptual reaction to the credibility of social enterprises’ advertising is also measured to assess its influence on SI.

Design/methodology/approach

A total of 214 completed questionnaires from online and offline surveys were analysed using several statistical analyses, including structural equation modelling, to assess the effects of the independent variables on SI.

Findings

The study found that customers’ socioeconomic status and religiosity have no significant influence on their intention to channel their donations via Islamic social enterprises. It is the social enterprises’ advertising which significantly influences their SI.

Research limitations/implications

The study focuses on an Islamic research context of social entrepreneurship. Thus, the results cannot be generalised directly to the non-Islamic social entrepreneurship context.

Practical implications

Findings of the study suggest that organisations should develop effective communication strategies through advertising to highlight organisational credibility as it plays an important role in shaping customers’ attitudes and intentions.

Originality/value

The study investigates the effects of marketing on customers’ SI. It also considers credibility, advertising, and the concept of branding in a context of social entrepreneurship, a concept that is still largely unexplored in the literature.

Citation

Rahayu Hijrah Hati, S. and Idris, A. (2014), "Antecedents of customers’ intention to support Islamic social enterprises in Indonesia: The role of socioeconomic status, religiosity, and organisational credibility", Asia Pacific Journal of Marketing and Logistics, Vol. 26 No. 5, pp. 707-737. https://doi.org/10.1108/APJML-08-2014-0126