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All Journal Al-Kharaj: Journal of Islamic Economic and Business JITAA : Journal Of International Taxation, Accounting And Auditing
Juharsah
Universitas Halu Oleo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Examining Value Co-Creation as Moderator in Brand Image and Loyalty Relationship in Halal Cosmetics conny; Juharsah; Dzulfikri Azis Muthalib; Harmiaty Bahar
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.9978

Abstract

This study examines the influence of customer experience and value co-creation on customer loyalty, with brand image as a mediating and moderating variable. It hypothesizes that both factors positively affect loyalty directly and indirectly through brand image. Methods: A quantitative survey was conducted with 350 Wardah cosmetic users selected through purposive sampling. Data were collected via an online questionnaire using a 5-point Likert scale. Variables include customer experience, value co-creation, brand image, and customer loyalty. Data were analyzed using PLS-SEM with SmartPLS. Results: Findings show that customer experience significantly influences brand image, and brand image significantly affects customer loyalty. Value co-creation also has a direct positive effect on customer loyalty. Brand image mediates the relationship between customer experience and customer loyalty and moderates the effect of value co-creation on customer loyalty by strengthening it. ImplicationsCompanies should enhance customer experience and promote value co-creation to strengthen brand image and loyalty. Future research should apply longitudinal designs and include additional variables to improve generalizability and deepen insights into customer behavior dynamics
PENGARUH KOMPETENSI DAN BEBAN KERJA TERHADAP KINERJA PEGAWAI DENGAN KEPUASAN KERJA SEBAGAI VARIABEL MEDIASI (STUDI PADA BIRO PENGADAAN BARANG/JASA PEMERINTAH SETDA PROVINSI SULAWESI TENGGARA) Pricilia Christina Angel; Juharsah; Sinarwati; Dzulfikri Azis Muthalib
JITAA : Journal Of International Taxation, Accounting And Auditing Vol 5 No 01 (2026): JITAA: JOURNAL OF INTERNATIONAL TAXATION ACCOUNTING AND AUDITING
Publisher : Pusat Studi Ekonomi Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jitaa.v5i01.2623

Abstract

This study is motivated by the importance of human resource management in improving employee performance at the Government Procurement Bureau of the Regional Secretariat of Southeast Sulawesi Province. Employees are required to have adequate competence in dealing with job complexity and changes in government procurement regulations. High workload can also affect job satisfaction and employee performance. This study aims to analyze the effect of competence and workload on employee performance with job satisfaction as a mediating variable. The study used a saturated sampling (census) method and was analyzed using PLS-based SEM with SmartPLS 4.0. The results indicate that job satisfaction is able to mediate the effect of competence and workload on employee performance. Competence and job satisfaction have a positive and significant effect on employee performance, while workload has a negative and significant effect.
Co-Authors conny Dzulfikri Azis Muthalib Harmiaty Bahar Muthalib, Dzulfikri Azis Pricilia Christina Angel Sinarwati