Consumer Religiosity Based on Islamic Perspective: Comparison between Muslim Students at Public University and Islamic University in Pekanbaru City

Abstrak

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