Opentable as a marketing strategy for modern Muslim funeral product in Indonesia

Abstract

Purpose

The Opentable strategy is considered a taboo because of its ability to take advantage of peoples’ grief. Therefore, this study aims to explore the Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products, considered a luxury by most people in Indonesia.

Design/methodology/approach

This is a qualitative research with a phenomenological approach used to collect data from six Memorial Advisors (MAs) through interviews.

Findings

The result showed that the Opentable strategy was carried out to introduce the concept of a modern Muslim funeral home and its products. Furthermore, MA does not encourage sales during Opentable, rather, it uses the process to obtain complete data from potential customers.

Practical implications

This research serves as a guidance for MA and other similar professions to socialize products uncommon or considered taboo in society. It also provides a repertory of new marketing strategies, especially for targeted and uncommon products.

Originality/value

To the best of the knowledge, this is the first research to explore Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products in Indonesia. Therefore, future research is needed on other marketing strategies.

Citation

Prihatiningsih, W., Damayani, N.A., Suryana, A. and Perbawasari, S. (2023), "Opentable as a marketing strategy for modern Muslim funeral product in Indonesia", Journal of Islamic Marketing, Vol. 14 No. 3, pp. 757-774. https://doi.org/10.1108/JIMA-02-2021-0053