Julina, - (2018) Consumer Religiosity Based on Islamic Perspective: Comparison between Muslim Students at Public University and Islamic University in Pekanbaru City. The 2nd International Conference on Technology, Education, and Social Science 2018 (The 2nd ICTESS 2018). pp. 363-370. ISSN 2622-2361

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Abstract

This study aims to determine whether there are differences in the level of religiosity between students from public universities and Islamic universities. Religiosity is an important aspect to be examined in the field of consumer behavior considering religion is the most fundamental cultural factor that influences consumer choice of products and services. Religiosity in this study refers to research by Khraim (2010) which is measured using four dimensions that is religious education, financial services, current issues, and products with sensitive elements. Respondents are students of two state universities in Pekanbaru City. Data is collected using questioner and then analyzed by using independent sample t test. The results showed no significant differences between respondents who came from public universitiy and Islamic university. Pekanbaru city is inhabited by the majority of Muslims make the level of religiosity of students is not show differences even though the Islamic university curriculum contains more elements of Islamic education. The results of this study can be a reference for marketers to set target marketing to Muslim consumers in general in Pekanbaru City. Keywords: Islamic University; Public University; Religiosity

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