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All Journal IIJSE Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Nurul Qomariah
Universitas Muhammadiyah Jember, Jember, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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DIGITAL MARKETING AND EXPERIENTIAL MARKETING IN BUILDING CUSTOMER LOYALTY THROUGH TRUST Raodatul Jannah; Eko Budi Satoto; Nurul Qomariah
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.906

Abstract

This study examines the role of digital marketing and experiential marketing in shaping customer loyalty through customer trust in micro-culinary businesses, particularly angkringan in Situbondo Regency. The rapid growth of digital platforms has changed how small food vendors interact with consumers, yet many traditional businesses still face challenges in converting digital engagement and on-site experiences into sustained loyalty. This research addresses how digital marketing and experiential marketing influence customer loyalty and whether customer trust mediates these relationships. The study offers novelty by integrating both marketing approaches into a single structural model, positioning customer trust as an intervening variable within the underexplored context of traditional micro-culinary businesses. A quantitative method was applied using a cross-sectional survey of 385 angkringan customers. Data were collected through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that digital marketing and experiential marketing have positive and significant effects on both customer trust and customer loyalty. Customer trust also significantly influences loyalty and partially mediates the relationship between experiential marketing and loyalty. The findings highlight the importance of combining digital strategies with meaningful customer experiences to build trust and sustain long-term customer loyalty.
DIGITAL MARKETING AND EXPERIENTIAL MARKETING IN BUILDING CUSTOMER LOYALTY THROUGH TRUST Raodatul Jannah; Eko Budi Satoto; Nurul Qomariah
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.906

Abstract

This study examines the role of digital marketing and experiential marketing in shaping customer loyalty through customer trust in micro-culinary businesses, particularly angkringan in Situbondo Regency. The rapid growth of digital platforms has changed how small food vendors interact with consumers, yet many traditional businesses still face challenges in converting digital engagement and on-site experiences into sustained loyalty. This research addresses how digital marketing and experiential marketing influence customer loyalty and whether customer trust mediates these relationships. The study offers novelty by integrating both marketing approaches into a single structural model, positioning customer trust as an intervening variable within the underexplored context of traditional micro-culinary businesses. A quantitative method was applied using a cross-sectional survey of 385 angkringan customers. Data were collected through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that digital marketing and experiential marketing have positive and significant effects on both customer trust and customer loyalty. Customer trust also significantly influences loyalty and partially mediates the relationship between experiential marketing and loyalty. The findings highlight the importance of combining digital strategies with meaningful customer experiences to build trust and sustain long-term customer loyalty.
The Role of Customer Trust in Mediating Brand Image, Price, and Product Quality on Customer Loyalty on Beauty Product Customers Putri Lutfiana S; Nurul Qomariah; Feti Fatimah
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1046

Abstract

The global beauty industry is experiencing continuous growth as public awareness of self-care, skin health, and personal identity expression increases. This study aims to examine and analyze the influence of brand image, price, and product quality on customer trust and loyalty, as well as to examine and analyze the mediating role of customer trust in the relationship between brand image, price, product quality, and customer loyalty for beauty products in Jember Regency. The respondents in this study were 200 users of local beauty products in Jember Regency. The data source was a questionnaire distributed using proportional stratified random sampling. The data analysis technique used was Partial Least Squares (PLS) processed with SmartPLS software.The results of the study indicate that: 1) the influence of brand image on customer trust has a positive and significant influence on customer trust, 2) the influence of price on customer trust has a positive and significant influence on customer trust, 3) the influence of product quality on customer trust has a positive and significant influence on customer trust, 4) the influence of brand image on customer loyalty is not significant on customer loyalty, 5) the influence of price on customer loyalty has a significant influence on customer loyalty, 6) the influence of product quality on customer loyalty is not significant on loyalty, 7) the influence of customer trust on customer loyalty has a significant influence on loyalty, 8) Customer trust as a mediator between brand image and customer loyalty is proven to have a positive and significant indirect influence, 9) Customer trust as a mediator between price and customer loyalty has a positive and significant indirect influence, 10) Customer trust as a mediator between product quality and customer loyalty has a positive but insignificant indirect influence.
The Role of Customer Trust in Mediating Brand Image, Price, and Product Quality on Customer Loyalty on Beauty Product Customers Putri Lutfiana S; Nurul Qomariah; Feti Fatimah
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1046

Abstract

The global beauty industry is experiencing continuous growth as public awareness of self-care, skin health, and personal identity expression increases. This study aims to examine and analyze the influence of brand image, price, and product quality on customer trust and loyalty, as well as to examine and analyze the mediating role of customer trust in the relationship between brand image, price, product quality, and customer loyalty for beauty products in Jember Regency. The respondents in this study were 200 users of local beauty products in Jember Regency. The data source was a questionnaire distributed using proportional stratified random sampling. The data analysis technique used was Partial Least Squares (PLS) processed with SmartPLS software.The results of the study indicate that: 1) the influence of brand image on customer trust has a positive and significant influence on customer trust, 2) the influence of price on customer trust has a positive and significant influence on customer trust, 3) the influence of product quality on customer trust has a positive and significant influence on customer trust, 4) the influence of brand image on customer loyalty is not significant on customer loyalty, 5) the influence of price on customer loyalty has a significant influence on customer loyalty, 6) the influence of product quality on customer loyalty is not significant on loyalty, 7) the influence of customer trust on customer loyalty has a significant influence on loyalty, 8) Customer trust as a mediator between brand image and customer loyalty is proven to have a positive and significant indirect influence, 9) Customer trust as a mediator between price and customer loyalty has a positive and significant indirect influence, 10) Customer trust as a mediator between product quality and customer loyalty has a positive but insignificant indirect influence.
THE EFFECT OF ORGANIZATIONAL COMMUNICATION AND TECHNOLOGY TRAINING ON THE PERFORMANCE OF THE ROLE OF JOB SATISFACTION AS AN INTERVENING VARIABLE IN JEMBER REGENCY TRANSPORTATION OFFICE EMPLOYEES Ika Tyas Nurlina; Nurul Qomariah; Feti Fatimah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9962

Abstract

This study aims to analyze and explain the influence of organizational communication and technology training on employee performance, with job satisfaction as an intervening variable in the Jember Regency Transportation Office. The background of this research is based on the importance of the role of effective communication and mastery of technology in improving professionalism and quality of public services in the digital era. The research method used is a quantitative approach with an explanatory research type. The population in this study is all employees of the Jember Regency Transportation Office, with the number of samples determined using the Slovin formula. Data collection was carried out through the distribution of questionnaires, then analyzed using path analysis techniques with the help of the SmartPLS program. Overall, this study emphasizes that improving the quality of communication and directed technology training is an important strategy for the Jember Regency Transportation Office in creating a competent, service-oriented, and adaptive apparatus to the development of digital technology in supporting the implementation of professional and efficient public transportation
Co-Authors Eko Budi Satoto Feti Fatimah Ika Tyas Nurlina Putri Lutfiana S Raodatul Jannah