Shop Switching Behavior from Moslem Retail to Cultural-Based Store in Indonesia; the Religiosity and Price Effect

Abstract

Purpose: Aims to discuss the Religiosity and price of the shop switching behavior from modern retail stores to the Moslem ethnic Store in Indonesia Design/methodology/approach: Explanatory research by employing the variables of religiosity price to predict shop switching behavior from modern to moslem ethnic store in Indonesia. One hundred and twenty samples defined from customer modern retail stores to Basmalah Moslem ethnic Store in Jember branch, a region where majority of Basmalah Moslem ethnic store exist. Researcher uses multiple linear regressions to test the hypothesis. Findings: The religiosity and price had a positive and significant influence on the store's transition behavior from modern to the Basmalah Moslem ethnic Store in Indonesia Originality: The shop switching behavior from modern to Moslem ethnic store in Indoneisa has unique behavior particularly on religiosity and price aspect Research limitation/implications: Limited scope of the area and lack of supporting empirical studies are pioneering this research. Future research with more relevant variables is the potential to enrich the literature. Practical implications: This research is exploring the anti-mainstream of consumer behavior from modern retail to ethnic Moslem store, which is unbelievable findings. The leveraging brand image of the ethnic Moslem stores induced from this study Social implications: Moslem ethnic store is not a marginally stream in Indonesia.