Article Per Year (5 Year)
p-Index From 2021 - 2026
0.562
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi Syariah Pelita Bangsa
Nuzul Husnah
Digital Business Department, Politeknik Jatiluhur, Purwakarta
Religion Education

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Examining Customer Engagement In Linking Social Media Content Quality, Influencer Credibility, And Purchase Intention Hetifah Sjaifudian; Siswanda H. Sumarto; Nuzul Husnah
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 11 No. 01 (2026): JESPB Edisi April 2026
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v11i01.3214

Abstract

This study examines the mediating role of customer engagement in the relationships between social media content quality, influencer credibility, and purchase intention toward MSME products in West Java. In digital marketing, platforms such as Instagram and TikTok have become important promotional channels for MSMEs, making content quality and influencer credibility key factors shaping consumer responses. This study used a quantitative approach with an explanatory research design. Data were collected through an online questionnaire from 200 respondents in West Java who actively use Instagram or TikTok, had seen MSME promotions in the last three months, and had been exposed to influencer-based promotions. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that social media content quality and influencer credibility have positive and significant effects on customer engagement and purchase intention. Customer engagement also positively influences purchase intention and significantly mediates the effects of social media content quality and influencer credibility on purchase intention, indicating partial mediation. Social media content quality has the strongest effect on customer engagement, while influencer credibility has the strongest direct effect on purchase intention. These findings highlight the importance of content quality, credible influencers, and customer engagement in improving MSME marketing effectiveness.
The Role Of Ai-Based Personalized Marketing On Customer Trust And Online Repurchase Intention In E-Commerce Siswanda H. Sumarto; Hetifah Sjaifudian; Nuzul Husnah
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 11 No. 01 (2026): JESPB Edisi April 2026
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v11i01.3215

Abstract

This study examines the effect of AI-Based Personalized Marketing on Customer Trust and Online Repurchase Intention among e-commerce users in West Java, Indonesia. As artificial intelligence becomes increasingly embedded in e-commerce through personalized recommendations, targeted promotions, and behavior-based notifications, its effectiveness depends not only on relevance and usefulness but also on the ability to build customer trust. Therefore, Customer Trust is positioned as a mediating variable in this study. A quantitative explanatory approach was employed, using data collected from 220 active e-commerce users in West Java who had purchased online at least twice in the last six months and had been exposed to AI-based personalized marketing. The data were analyzed using PLS-SEM with SmartPLS 4. The results show that AI-Based Personalized Marketing positively and significantly affects Customer Trust (β = 0.516, p < 0.001) and Online Repurchase Intention (β = 0.225, p < 0.001). Customer Trust also positively and significantly affects Online Repurchase Intention (β = 0.454, p < 0.001) and partially mediates the relationship between AI-Based Personalized Marketing and Online Repurchase Intention (β = 0.234, p < 0.001). These findings highlight trust as a key mechanism linking personalization and sustainable repurchase behavior in e-commerce.
Digital Customer Experience And Brand Loyalty In The Online Muslim Fashion Industry Nuzul Husnah; Siswanda H. Sumarto; Hetifah Sjaifudian
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 11 No. 01 (2026): JESPB Edisi April 2026
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v11i01.3216

Abstract

This study examines the effect of Digital Customer Experience on Brand Loyalty, with Perceived Value as a mediating variable, in the Online Muslim Fashion industry in West Java, Indonesia. The rapid growth of digital commerce has intensified competition among Online Muslim Fashion brands, making the quality of digital interactions a key factor in shaping customer evaluations and long-term loyalty. This study used a quantitative explanatory design. Data were collected through an online questionnaire distributed to consumers in West Java who had purchased fashion products online at least twice in the last six months and had interacted with a fashion brand through digital platforms. Using purposive sampling, 200 respondents were selected. Data were analyzed using covariance-based Structural Equation Modeling, including Confirmatory Factor Analysis, reliability testing, goodness-of-fit evaluation, structural model testing, and mediation analysis. The results show that Digital Customer Experience positively and significantly affects Perceived Value and Brand Loyalty, while Perceived Value also positively and significantly affects Brand Loyalty. In addition, Perceived Value partially mediates the relationship between Digital Customer Experience and Brand Loyalty. These findings indicate that loyalty in the Online Muslim Fashion industry is shaped by both the quality of digital interactions and the value perceived by consumers.
Co-Authors Hetifah Sjaifudian Hetifah Sjaifudian Siswanda H. Sumarto