Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Al-Kharaj: Journal of Islamic Economic and Business
Akhmad Saufi
Management, Faculty of Economics and Business, University of Mataram, West Nusa Tenggara, Indonesia
Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Influence of Influencer Marketing, Electronic Word of Mouth (e-WOM), and Brand Awareness on the Decision to Play Roblox in Mataram City Adinda Melisa Putri; Akhmad Saufi
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (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.v8i1.9371

Abstract

The development of the online gaming industry in Indonesia prompted this study to analyze the influence of influencer marketing, electronic word of mouth (e-WOM), and brand awareness on the decision to play Roblox in Mataram City. The study aims to test the causal relationship between the three independent variables and the dependent variable using a causal associative quantitative approach. The population is the young generation of active Roblox players in Mataram, with a sample of 97 respondents selected purposively (aged 18-25 years). The instrument, a 5-point Likert questionnaire, was tested for validity (r > 0.196) and reliability (alpha > 0.60), analyzed using SPSS multiple linear regression after classical assumption testing. The results showed a significant simultaneous effect (R² = 0.693; F = 69.891, p < 0.05) and positive partial (influencer marketing β = 0.233 p = 0.012; e-WOM β = 0.480 p = 0.000; brand awareness β = 0.313 p = 0.000), with e-WOM being the most dominant. The conclusion states that all three factors effectively drive gaming decisions, different from physical product studies, with implications for regional digital marketing strategies
The Influence of Korean Wave, E-WOM, and Brand Awareness on Purchase Interest of Korean Skincare Products Brand Innisfree Among Gen Z Rohadatul Aisy; Akhmad Saufi
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (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.v8i1.9372

Abstract

The skincare industry in Indonesia is growing rapidly driven by Gen Z's interest in K-Beauty due to the influence of the Korean Wave, but Innisfree experienced a decline in sales after its 2024 rebranding due to intense competition. This study aims to analyze the influence of the Korean Wave, Electronic Word-of-Mouth (E-WOM), and Brand Awareness on the purchase interest of Innisfree skincare products among Gen Z in Mataram City. Using a causal associative quantitative approach, primary data were collected through an online Likert-scale questionnaire from 100 Gen Z respondents (aged 17-28) with purposive sampling, analyzed by SPSS multiple linear regression after testing validity, reliability, and classical assumptions. The results show that the Korean Wave (β = 0.249, p = 0.036) and E-WOM (β = 0.634, p = 0.000) have a positive and significant effect on purchase interest, while Brand Awareness (β = 5.650, p = 0.087) has a positive but insignificant effect; simultaneously explained 74.9% of the variation (Adj. R²=0.749). In conclusion, E-WOM was the most dominant, so Innisfree needs to prioritize digital reviews and cultural endorsements for market recovery
Co-Authors Adinda Melisa Putri Rohadatul Aisy