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All Journal At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Jurnal Bisnis dan Ekonomi Journal of Marketing Management and Innovative Business Review
Mohamat Basori
Universitas Pertiwi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Social Media's Entertainment, Customization, and Trendiness Shape Brand Image and Purchase Intentions for Indonesian Women Mohamat Basori
Journal of Marketing Management and Innovative Business Review Vol. 4 No. 1 (2026): Mariobre, June 2026 (ISSN : 3031-4208)
Publisher : Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v4i1.468

Abstract

Social media's rapid growth has reshaped brand-consumer ties, especially for Indonesian women in e-commerce. This study probes how entertainment, personalization, and trendiness in social media marketing affect purchase intent, mediated by brand awareness and image, using Theory of Planned Behavior. Researchers surveyed 280 Indonesian women active on social media with online shopping experience. Quantitative data underwent Partial Least Squares Structural Equation Modeling analysis via SmartPLS 4.0. Personalization and trendiness significantly raised brand awareness, enhancing image and purchase intent. Awareness fully mediated their path to buying. Entertainment directly boosted intent but lacked impact on awareness or image. Brands targeting Indonesian women must emphasize custom, trendy content to build recognition and favor, driving sales. This integrates social media tactics into TPB for Asian contexts, guiding gender-focused digital strategies in Indonesia's online market.
Driving Factor for the Depth of Halal Standard Implementation in Indonesian Food Manufacturing SMEs Tita Miawati; Junengsih Junengsih; Mala Pebriyanti; Mohamat Basori
At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Vol 12, No 1 (2026): JUNI 2026
Publisher : Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24952/tijaroh.v12i1.17729

Abstract

The halal food business is still thriving, and Indonesia has a wide-open opportunity to consolidate its position in the global halal market. SMEs are the backbone of the halal food industry. However, prior studies have been focused on halal certification and halal activities in general, while the depth of halal standard implementation has received less attention. This study intends to analyze the factors that influence the level of implementation of halal standards in halal-certified food SMEs that are participating in a business incubation program in Bogor, based on the Technology-Organization-Environment (TOE) framework. Data was collected from SMEs involved in halal-certified food manufacturing using structured questionnaires. The Partial Least Squares Structural Equation Modeling (PLS-SEM) approach was applied to assess 63 SMEs that fulfilled the study conditions. The study indicated that organizational commitment has a considerable and beneficial effect on the depth of implementation of halal standards. On the contrary, internal forces and external pressure are less effective. Possibly SMEs that have had halal certification before are at a similar level of readiness to those that are supported by a business incubation program. The study underscores the importance of organizational commitment in paving the way for higher-level adoption of halal beyond certification. The findings also give important insights to policymakers, halal facilitators, and SME development programs to further promote sustainable halal practices.
The Impact of Social Media Marketing Activities on Brand Image and Purchase Intention: The Mediating Role of Brand Awareness in the Context of Digital Consumers in Indonesia: Dampak Aktivitas Pemasaran Media Sosial terhadap Citra Merek dan Niat Beli: Peran Mediasi Kesadaran Merek dalam Konteks Konsumen Digital di Indonesia Mohamat Basori; Arif Nugroho; Arif Hidayat
Jurnal Bisnis dan Ekonomi Vol 4 No 1 (2026): Jurnal Bisnis dan Ekonomi
Publisher : OGZ Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61597/jbe-ogzrp.v4i1.186

Abstract

Abstract: The digital marketing landscape in Indonesia has undergone rapid transformation, driven by the massive penetration of social media, particularly among younger generations. This study aims to examine the influence of Social Media Marketing Activities (SMMAs) on brand image and purchase intention, with brand awareness acting as a mediating variable. Employing a quantitative approach, a survey was conducted with 464 respondents in Indonesia who are active social media users and have experience with online purchases. Data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with LISREL software. The results indicate that SMMA has a positive and significant effect on brand awareness (β=0.809, p=0.000), brand image (β=0.603, p=0.000), and purchase intention (β=0.427, p=0.000). Brand awareness also demonstrated a positive influence on brand image (β=0.312, p=0.002) and purchase intention (β=0.463, p=0.000). A key finding reveals that brand awareness fully mediates the effect of SMMA on both brand image and purchase intention. This research contributes theoretically by extending the application of the Theory of Planned Behavior and the Hierarchy of Effects Model within Indonesia's digital economy context. For practical implications, marketers are advised to design SMMAs that are entertaining, trendy, and personalized to build strong brand awareness and image, which ultimately fosters purchase intention. Keywords: Social Media Marketing Activities, Brand Awareness, Brand Image, Purchase Intention, Indonesian Digital Consumers
Co-Authors Arif Hidayat Arif Nugroho Junengsih Junengsih Mala Pebriyanti Tita Miawati