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All Journal AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Journal Integration of Management Studies
Lestari, Yuliani
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Decision Sciences, Operations Research & Management Social Sciences

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Understanding Loyalty in a Company-Led Halal Brand Community: The Role of Perceived Benefit, Engagement, and Religiosity Rahayu, Shafa; Lestari, Yuliani
Journal Integration of Management Studies Vol. 3 No. 2 (2025): (Special Issue)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v3i2.400

Abstract

Several brands nowadays, especially the Indonesian cosmetics industry, form a community managed by the company as a strategy to build customer loyalty. However, the effectiveness of this community in creating loyalty is still questionable. This study analyzes how perceived benefits, brand community engagement, and religiosity affect the repurchase intention of Wardah Youth Ambassador (WYA) members, with brand equity as a mediating variable. A quantitative approach was used through the distribution of an online questionnaire to 100 active members or alums of WYA. The data was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Perceived benefits had a significant effect on brand equity and repurchase intent. Community engagement also had a significant effect on brand equity and repurchase intent. Religiosity affected brand equity, but had no direct effect on repurchase intent. Brand equity partially mediated the relationship between community engagement and repurchase intent. Joining a company-managed community does not necessarily create loyalty. Emotional and cognitive engagement, as well as value perceptions and religious alignment, play a key role in shaping the loyalty of Muslim Gen Z consumers. This research emphasizes the importance of meaningful and value-relevant brand experiences in maintaining customer loyalty.
Pelatihan Pembuatan Cookies Kulit Jeruk pada Perempuan Kepala Keluarga Miskin; Alternatif Pendapatan Ekonomi Masa Pandemi Azizah, Laila; Nisa’, Rohmatun; Lestari, Yuliani; Mawaddah, Fikriyah Shofiah; Alkhoir, Mohammad Nida'; Hedrah, Eli Komala Sari; Muthmainnah, Yulianti
Aksiologiya: Jurnal Pengabdian Kepada Masyarakat Vol 7 No 1 (2023): Februari
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/aks.v7i1.10316

Abstract

Kulit jeruk bisa dijadikan cemilan berupa cookies bila dikelola dengan baik. Sekaligus menjadi aternatif pendapatan ekonomi perempuan miskin kepala keluarga di masa pandemi. Seperti pembuatan ‘Cookies Kulit Jeruk (C-Trust)’. Metodenya: kajian kulit jeruk yang tepat dijadikan cookies; uji coba pembuatan cookies dari kulit jeruk; perhitungan nilai investasi, keuntungan penjualan cookies; dan perhitungan zakat usaha cookies. Hasilnya disebarluaskan melalui pelatihan untuk perempuan kepala keluarga (mayoritas kelompok mustadhafin) dampingan organisasi perempuan melalui zoom. Hasilnya: hanya kulit jeruk sunkist yang lebih tepat dibuat cookies dari segi rasa, aroma, dan warna; pembuatan cookies yang mudah, bahan-bahan yang murah dan tidak membutuhkan waktu lama; cukup efektif berkontribusi menurunkan sampah kulit jeruk; dan subyek utama penerima manfaat dari pengabdian masyarakat ini para perempuan kepala keluarga miskin, karena mereka memiliki keahlian mengkreasikan pembuatan makanan dan kemampuan mengelola jual beli atau berdagang di komunitasnya sebagai alternatif pendapatan ekonomi mereka di masa covid-19.
Co-Authors Alkhoir, Mohammad Nida' Azizah, Laila Hedrah, Eli Komala Sari Mawaddah, Fikriyah Shofiah Nisa’, Rohmatun Rahayu, Shafa Yulianti Muthmainnah, Yulianti