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The Role of Experiential Marketing Towards Purchase Intention in Vertical Building Property Mediated by Brand Image and Brand Awareness Raditya, Andreas; Harianto, Eric; Nahar, Faiza Husnayeni
Jurnal Aplikasi Manajemen Vol. 22 No. 1 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.01.07

The Covid-19 pandemic has caused various behavioral changes in society, especially in business. People's consumption behavior has shifted to the consumption of daily necessities products, so that sales in property have decreased. This study aims to examine the effect of Experiential Marketing on Purchase Intention at the Ciputra International Jakarta Superblock Project. This research uses a quantitative design using SEM-PLS analysis. The population in this study is sales candy data obtained through Instagram booster ads in the Jakarta area of as many as 334 people, which is also determined by the number of saturated samples. The results showed that experiential marketing variables have a significant influence on brand image and brand awareness. Brand image and brand awareness variables have a significant and positive effect on Purchase Intention. In addition, the results of the mediation of Experiential Marketing variables mediated by Brand Image and Brand Awareness variables have a positive and significant effect on Purchase Intention. The implication of this research is that experiential marketing activities (sense, feel, think, act, and relate) are needed to improve brand image and brand awareness so that they can help increase consumer purchase intention in the vertical building property industry.

THE EFFECTS OF ISLAMIC BRANDING AND CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY THROUGH SATISFACTION AS THE MEDIATING VARIABLE Adha, Mufti Alam; Silmi, Afrida Fadkhi; Nahar, Faiza Husnayeni
Ekonomi Islam Vol. 16 No. 1 (2025): Jurnal Ekonomi Islam Fakultas Agama Islam UHAMKA
Publisher : Universitas Muhammadiyah Prof DR HAMKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/jei.v16i1.15460

Research aims: This study aims to analyze the effects of Islamic Branding and Customer Relationship Marketing (CRM) on Customer Loyalty, with Customer Satisfaction as a mediating variable. The research focuses on understanding how Islamic values embedded in branding and relationship strategies influence Muslim consumer loyalty. Design/Methodology/Approach: A quantitative approach was employed using a structured questionnaire distributed to 120 Muslim consumers in West Sumatra. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to test both direct and indirect relationships among the variables. Research findings: The findings indicate that both Islamic Branding and CRM have significant positive effects on Customer Satisfaction and Customer Loyalty. Furthermore, Customer Satisfaction partially mediates the relationship between Islamic Branding and Loyalty, as well as between CRM and Loyalty. This confirms that customer satisfaction strengthens the effect of Islamic branding and CRM on loyalty. Theoretical Contribution/Originality: This study contributes to the field of Islamic marketing by integrating Islamic Branding and CRM into a comprehensive loyalty model. It highlights the importance of religious and relational values in shaping customer satisfaction and loyalty within Islamic consumer behavior. Practitioners/Policy Implications: For marketers and policy makers, the results suggest that applying Islamic principles in branding and building strong, trust-based relationships with consumers can significantly enhance satisfaction and loyalty. This is particularly relevant for businesses targeting Muslim markets such as halal products, Islamic banking, and sharia-compliant services. Research Limitations/Implications: The study is limited to a specific region and sample size, which may limit generalizability. Future studies should include larger and more diverse populations, as well as consider longitudinal data to further validate the findings across different cultural and market contexts

THE EFFECTS OF ISLAMIC BRANDING AND CUSTOMER RELATIONSHIP MARKETING ON CUSTOMER LOYALTY THROUGH SATISFACTION AS THE MEDIATING VARIABLE Adha, Mufti Alam; Silmi, Afrida Fadkhi; Nahar, Faiza Husnayeni
Ekonomi Islam Vol. 16 No. 1 (2025): Jurnal Ekonomi Islam Fakultas Agama Islam UHAMKA
Publisher : Universitas Muhammadiyah Prof DR HAMKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/jei.v16i1.15460

Research aims: This study aims to analyze the effects of Islamic Branding and Customer Relationship Marketing (CRM) on Customer Loyalty, with Customer Satisfaction as a mediating variable. The research focuses on understanding how Islamic values embedded in branding and relationship strategies influence Muslim consumer loyalty. Design/Methodology/Approach: A quantitative approach was employed using a structured questionnaire distributed to 120 Muslim consumers in West Sumatra. Data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to test both direct and indirect relationships among the variables. Research findings: The findings indicate that both Islamic Branding and CRM have significant positive effects on Customer Satisfaction and Customer Loyalty. Furthermore, Customer Satisfaction partially mediates the relationship between Islamic Branding and Loyalty, as well as between CRM and Loyalty. This confirms that customer satisfaction strengthens the effect of Islamic branding and CRM on loyalty. Theoretical Contribution/Originality: This study contributes to the field of Islamic marketing by integrating Islamic Branding and CRM into a comprehensive loyalty model. It highlights the importance of religious and relational values in shaping customer satisfaction and loyalty within Islamic consumer behavior. Practitioners/Policy Implications: For marketers and policy makers, the results suggest that applying Islamic principles in branding and building strong, trust-based relationships with consumers can significantly enhance satisfaction and loyalty. This is particularly relevant for businesses targeting Muslim markets such as halal products, Islamic banking, and sharia-compliant services. Research Limitations/Implications: The study is limited to a specific region and sample size, which may limit generalizability. Future studies should include larger and more diverse populations, as well as consider longitudinal data to further validate the findings across different cultural and market contexts

Is Fintech a Friend or Foe? Mediating Effects in the Journey from Literacy to Financial Behavior Suryanto, Angelina; Radianto , Wirawan E. D.; Nahar, Faiza Husnayeni
Jurnal Aplikasi Manajemen Vol. 23 No. 1 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.1.18

This study examines the influence of financial literacy and socialization on financial management behavior, with the perceived usefulness of financial technology as a mediating variable. The increasing use of digital financial services among students has raised questions about whether fintech truly enhances financial management or instead fosters impulsive financial habits. A quantitative research design was applied using a conclusive causal approach. Primary data were collected via online questionnaires distributed to students from six public and private universities in Surabaya, Indonesia. Using purposive sampling, 705 valid responses were obtained from students aged 19–22, currently in semesters 2 to 6, and users of financial technology services such as mobile banking, e-wallets, and investment platforms. Data analysis was conducted using PLS-SEM. The findings show that financial literacy and socialization positively and significantly influence financial management behavior. However, the perceived usefulness of financial technology has a negative effect on financial management behavior. Furthermore, perceived usefulness of financial technology partially mediates the relationship between financial literacy and financial behavior, but does not mediate the relationship between financial socialization and financial behavior. This study contributes novel insights by highlighting the asymmetric mediating role of fintech, challenging the common assumption that technology constantly improves financial outcomes. The results imply the need for educational institutions to enhance students’ digital financial literacy and promote critical awareness of how fintech features may encourage excessive consumption despite good financial knowledge.

A Comparative Study of Investments in Tourism, Health, Education, and Mining and its impact on Poverty Alleviation in West Nusa Tenggara Supiandi, Supiandi; Pramuja, Risky Angga; Masud, Riduan; Nahar, Faiza Husnayeni; Azizurrohman, Muhammad
Advances in Tourism Studies Vol. 1 No. 1 (2023): Advances in Tourism Studies
Publisher : Centre for Tourism Studies and Journal Publication of Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/ats.v1i1.7

West Nusa Tenggara is one of the provinces in Indonesia that has been struggling with poverty for a long time. Over the years, the government and private sector have invested heavily in various sectors to improve the economic condition of the province. This paper compares the impact of investments in tourism, health, education, and mining on poverty alleviation in West Nusa Tenggara. The study used both qualitative method to analyze the data collected through surveys and interviews. The results indicate that investment in tourism and education has a more significant impact on poverty alleviation compared to investments in health and mining. The paper concludes by highlighting the need for the government and private sector to focus more on sustainable investments in tourism and education to improve the economic condition of West Nusa Tenggara.

Unveiling the Social Media Revolution in Tourism: Unraveling Instagram's Profound Influence on Travelers Utama Dewayani, Eka Kadharpa; Nahar, Faiza Husnayeni; Nugroho, Tyo
Advances in Tourism Studies Vol. 1 No. 2 (2023): Advances in Tourism Studies
Publisher : Centre for Tourism Studies and Journal Publication of Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/ats.v1i2.15

This research explores the profound impact of social media on tourist behavior, focusing on destination selection and decision-making. Utilizing a mixed-methods approach, including surveys, interviews, and content analysis, the study provides comprehensive insights into this phenomenon. The findings reveal that social media platforms significantly influence tourists' destination choices by offering user-generated content and peer recommendations. Real-time updates, interactive content, and virtual conversations enable informed decision-making and diverse travel experiences. Moreover, social media facilitates the discovery of hidden gems and fosters engagement with local communities, enhancing overall tourism experiences. The study emphasizes the importance of effective social media utilization by destination marketers and policymakers to engage with tourists and shape their choices. Understanding social media's impact on tourist behavior informs strategies for destination marketing, visitor engagement, and sustainable tourism development.

Determinants of Profitability in Indonesian Islamic Banking: Case Study in the COVID-19 Period Wahyudi, Rofiul; Mutmainah, Lu’liyatul; Nahar, Faiza Husnayeni; Adha, Mufti Alam; Rifan, Akhmad Arif
Integrated Journal of Business and Economics (IJBE) Vol 5, No 1 (2021): Integrated Journal of Business and Economics
Publisher : Universitas Bangka Belitung

With a high level of COVID-19 virus spread throughout the world, Indonesia is one of the countries in Southeast Asia affected by the largest transmission chain. This affects various layers of the industry in this country, one of which is financial institutions and the banking system. This paper tries to look at the performance of Islamic banking in the face of the COVID-19 pandemic. Using the linear regression method, the authors use ROA as the dependent variable. Whereas CAR, NPF, FDR, and BOPO as independent variables. The results show that CAR and BOPO have significant results while the rest do not show satisfactory results. It can be concluded that during the pandemic, Islamic banking experienced a pretty good and convincing performance.

Exploring brand trust, experience, and repurchase intention in halal fashion: The role of e-WOM Adha, Mufti Alam; Inda Lestari; Nahar, Faiza Husnayeni
Asian Journal of Islamic Management (AJIM) VOLUME 7 ISSUE 2, 2025
Publisher : Faculty of Business & Economics, Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AJIM.vol7.iss2.art3

Purpose – This study examines how brand trust, experience, and repurchase intention affect halal fashion purchase decisions mediated by electronic word of mouth (e-WOM)Methodology – This study employs survey data from 198 respondents using the Elzatta brand. Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach was used, and purposive sampling was applied.Findings – The findings of this study suggest that brand experience and repurchase intention significantly influence e-WOM and purchase decisions both directly and through mediation. By contrast, brand trust has a negative and insignificant effect on e-WOM and mediates purchase decisions.Implications – This study is useful for improving marketing strategies by strengthening brand trust, enhancing brand experience, and leveraging digital word of mouth to support consumer purchase decisions.Originality – This study contributes to the scholarly discourse on consumer behavior in the halal fashion sector by elucidating the mediating role of electronic word of mouth (e-WOM) in the relationship between brand trust, brand experience, and repurchase intention and purchase decisions. Thus, this study offers both managerial and theoretical insights.

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