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THE EFFECT OF BRAND IMAGE AND PROMOTION OF WINGSCARE PRODUCTS ON BUYING DECISIONS IN EAST CIREBON WITH PURCHASE INTENTION AS THE INTERVENING VARIABLE Iman Ahdiman; Adi Setiawan
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.v9i2.9929

This study aims to analyze the effect of brand image and promotion on the buying decision of Wings Care products in East Cirebon, with purchase intention as the intervening variable. The study uses a quantitative approach with a survey method involving 109 Wings Care consumer respondents. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression with validity, reliability, and classical assumption tests. The results show that brand image and purchase intention have a positive and significant effect on buying decisions, while promotion has no significant effect. Purchase intention is the most dominant variable in driving purchasing decisions. Simultaneously, all independent variables have a significant effect on purchasing decisions, thus validating the model. These findings indicate that consumers, especially millennials, are more influenced by brand image and quality perception than by short-term promotions.

Antecedents and Outcomes of Digital Influencer Endorsement: An Exploratory Study Rizki Baihaqi; Adi Setiawan
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.v9i2.10070

This study aims to analyze the effect of Digital Influencer Attractiveness and Brand Congruence on Brand Attitude, Purchase, and Repurchase Intention by adopting the Stimulus-Organism-Response (S-O-R) framework. Using a quantitative approach with a cross-sectional design, data were collected from 55 social media users in Cirebon selected through accidental sampling technique and processed using Path Analysis. The results showed that Attractiveness and Brand Congruence have a positive and significant effect on Brand Attitude. In addition, Attractiveness and Brand Attitude proved to have a significant effect on Purchase, which then became the strongest driving factor for Repurchase Intention. These findings also indicate the important mediating role of Brand Attitude and Purchase, considering that the direct paths from Brand Congruence to Purchase and Attractiveness to Repurchase Intention were found to be insignificant. Overall, this study concludes that an influencer marketing strategy that optimizes visual attractiveness and brand congruence is highly effective in shaping positive consumer attitudes, solidifying purchases, and driving repurchase intentions.

SERVICE QUALITY AND STORE DESIGN IN RETAIL COMPETITIVENESS: (A CASE STUDY ON KOPI KENANGAN CIREBON CITY) Riki Radiyansyah; Adi Setiawan
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.v9i2.10126

The development of the coffee shop industry in Indonesia is experiencing very rapid growth, so that competition between brands is increasingly fierce and requires companies to have a competitive advantage. In the context of modern retail, customers not only consider product quality, but also service experience and convenience of store design. This study aims to analyze the effect of service quality and store design on retail competitiveness at Kopi Kenangan outlets in Cirebon City. This study uses an associative quantitative approach with a data collection method through a questionnaire to 100 respondents selected using purposive sampling, namely customers who make direct transactions at the outlet. Data analysis was carried out using covariance-based Structural Equation Modeling (SEM) with the help of AMOS software. The results show that service quality has a positive and significant effect on retail competitiveness with a p-value of 0.020. In addition, store design is also proven to have a positive and significant effect on retail competitiveness with a very high level of significance (p < 0.001) and is the most dominant variable. Simultaneously, service quality and store design are able to explain retail competitiveness by 55.3% (R² = 0.553). These findings prove that improving service quality and standardizing shop design are important strategies to strengthen Kopi Kenangan's position in facing competition in the coffee shop industry in Cirebon City.

Impact of Social Media Marketing Features on Consumer’s Purchase Decision in Richeese Factory: Brand Trust as a Mediator Sevy Amalia Putri; Adi Setiawan
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.v9i2.10205

The development of social media has driven significant changes in marketing strategies and consumer behavior, particularly in the fast food industry, which is highly competitive and visually oriented. This study aims to analyze the influence of social media marketing features, including informativeness, interactivity, perceived relevance, and entertainment, on consumer purchasing decisions, with brand trust as a mediating variable at Richeese Factory in Cirebon City. This study uses a quantitative approach with a survey method, where data was collected through the distribution of a Likert scale questionnaire to 80 respondents using accidental sampling techniques. Data analysis was performed using Structural Equation Modeling (SEM) with the help of AMOS software to test the causal relationship between variables and the mediating role of brand trust. The results showed that perceived relevance and entertainment had a positive and significant effect on brand trust, while brand trust was found to have a strong influence on consumer purchasing decisions. These findings confirm that brand trust plays an important role in bridging the influence of social media marketing features on purchasing decisions. This study is expected to contribute theoretically to the development of the Unified Theory of Acceptance and Use of Technology (UTAUT) and serve as a practical reference for fast food companies in designing more effective social media marketing strategies oriented towards building consumer trust.

The Influence of Humor Content and Originality Content on Purchase Intention Through Hedonic Experience as a Mediating Variable Riska Rahmayanti; Adi Setiawan
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.v9i2.10224

This study investigates the influence of Humor Content and Originality Content on Purchase Intention, with Hedonic Experience as a mediating variable, among TikTok followers of @kiaravirr in Cirebon City. Grounded in the Stimulus-Organism-Response (SOR) Theory (Mehrabian & Russell, 1974) and the Elaboration Likelihood Model (ELM) (Petty & Cacioppo, 1986), this research conceptualizes humorous and original content as peripheral stimuli capable of eliciting positive emotional states, thereby enhancing hedonic experience, which subsequently drives purchase intentions. A quantitative cross-sectional approach was employed using purposive sampling among 150 valid respondents aged 17–30, targeting active TikTok followers of @kiaravirr. Data were analysed using Structural Equation Modelling with AMOS software. The Goodness of Fit test confirmed adequate model fit (P-value = 0.072; RMSEA = 0.044; GFI = 0.921; AGFI = 0.903). All five hypotheses were supported: Humor Content significantly influences Hedonic Experience (β = 0.601); Originality Content significantly influences Hedonic Experience (β = 0.535); Hedonic Experience significantly influences Purchase Intention (β = 0.321); Humor Content significantly influences Purchase Intention (β = 0.474); and Originality Content significantly influences Purchase Intention (β = 0.471). Effect decomposition confirms that Originality Content exerts the highest total effect on Purchase Intention (0.561), with Hedonic Experience serving as a partial mediator in both relationships. These findings affirm the strategic importance of affective and entertaining content in TikTok-based influencer marketing.

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