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All Journal Performance Journal of Digital Marketing and Halal Industry
Muhammad Hilmi Labibunnajah
Universitas Selamat Sri
Economics, Econometrics & Finance Education

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Leveraging Brand Innovativeness to Build Trend-Driven Value and Customer Satisfaction Muhammad Hilmi Labibunnajah; Abdul Ghofur; Ninda Fatmawati
Journal of Digital Marketing and Halal Industry Vol. 8 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2026.8.1.31539

Abstract

This study addresses inconsistencies in prior research regarding the effects of fashion consciousness and brand innovativeness on customer satisfaction, particularly due to the lack of a clear underlying mechanism. The rapid proliferation of social media has intensified trend sensitivity among fashion consumers, making trend-based value increasingly important. Drawing on Consumer Value Theory and the expectation-confirmation model, this study examines perceived value on trendiness (PVT) as a mediating mechanism linking brand innovativeness (BI), fashion consciousness (FC), and customer satisfaction (CS) in the Indonesian sneaker market. Using an explanatory research design to examine causal relationships, data were collected from 150 respondents through purposive sampling and analyzed using covariance-based structural equation modeling (CB-SEM) with AMOS. The results show that brand innovativeness has a significant positive effect on PVT (β = 0.613, p < 0.001), and PVT significantly influences customer satisfaction (β = 0.575, p < 0.001). However, fashion consciousness does not significantly affect PVT (β = 0.123, p = 0.239). Mediation analysis indicates that PVT significantly mediates the relationship between BI and customer satisfaction (Sobel = 3.394, p < 0.001), but not the relationship between FC and customer satisfaction. This study contributes to the literature by extending perceived value theory through the introduction of trendiness as a value dimension that mediates the relationship between brand innovativeness and customer satisfaction.
Silent Resistance in AI-Driven Marketing: A Qualitative Study of Perceived Manipulation Muhammad Hilmi Labibunnajah; Ninda Fatmawati; Abdul Ghofur
Performance: Jurnal Personalia, Financial, Operasional, Marketing dan Sistem Informasi Vol 33 No 1 (2026): Performance
Publisher : Faculty of Economics and Business Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jp.2026.33.1.20101

Abstract

This study aims to explore how consumers perceive perceived manipulation in AI-driven marketing and how such perceptions lead to the emergence of silent resistance. This study employs a qualitative research approach to capture in-depth consumer perceptions and experiences in the context of AI-driven marketing. Data were collected through in-depth interviews with purposively selected informants and analysed using thematic analysis to identify patterns, categories, and emerging themes. The findings reveal that while AI-driven personalisation initially enhances consumer convenience, excessive intensity and accuracy of content exposure lead to discomfort and suspicion. Consumers begin to perceive marketing practices as manipulative when they feel their autonomy in decision-making is being subtly influenced. As a response, consumers engage in silent resistance behaviours such as ignoring content, reducing engagement, and gradually avoiding brands or platforms without expressing explicit complaints. This study contributes to the literature by highlighting the role of perceived manipulation as a psychological mechanism that links AI-driven marketing to implicit consumer resistance. Practically, it suggests that companies should balance personalisation with transparency and ethical considerations to avoid triggering negative consumer perceptions and disengagement. This research offers a novel perspective by uncovering silent resistance as an implicit and underexplored consumer response to perceived manipulation in AI-driven marketing through a qualitative approach.
Co-Authors Abdul Ghofur Abdul Ghofur Ninda Fatmawati Ninda Fatmawati