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Abstract-the passion for food and cooking establishes new social identity. There is a trend in social media usage where people share how and what they cook at home. There are also some applications that enable people to develop, experience and innovate their cooking skills. The aim of this study is to present how, why and what people's cooking activities are being shared through applications (apps), and its marketing implication. The investigation conducted through qualitative exploratory method. The findings are food and cooking could bring social cohesion and create social images that refer to certain groups or cultures and to certain extend create new groups and culture within the society. This study also finds that the extensive usage of apps by social groups creates opportunities for new marketing strategies to emerge, namely mobile advertising.

ABSTRAKKonstruk dan fenomena budaya telah menjadi kajian yang sangat penting dalam konsep perilaku konsumen. Selama ini belum banyak kajian yang menyertakan peranan agama sebagai unsur kebudayaan terkait perilaku konsumen, terutama dalam menggunakan religiusitas sebagai pengukurnya serta keterkaitannya dengan kepercayaan merek. Perkembangan perbankan syariah menjadi hal yang menarik untuk dikaji, terutama terkait dengan merek yang menunjukkan kekhasannya dan menggambarkan dasar kegiatan yang berbasis syariah. Penelitian ini bertujuan untuk menganalisis hubungan tingkat religiusitas individu terhadap perilaku dalam memilih bank syariah, baik secara langsung atau dimediasi oleh variabel kepercayaan merek.  Penelitian dilakukan di Kota Mataram. Pengumpulan data dilakukan dengan kuesioner yang disebarkan pada 100 responden. Data diolah dengan Analisis Jalur menggunakan program SPSS. Hasil penelitian membuktikan adanya pengaruh positif dan signifikan variabel religiusitas terhadap perilaku nasabah dalam memutuskan memilih perbankan, serta kepercayaan merek terbukti memediasi pengaruh tersebut. Hasil ini memperkuat teori atau temuan empiris sebelumnya bahwa religiusitas menjadi prediktor penting bagi perilaku konsumen.Kata Kunci: Religiusitas, Kepercayaan Merek, Keputusan Konsumen

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