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All Journal Jurnal Ekonomi Islam Innovative: Journal Of Social Science Research Jurnal Ekonomi Islam
Ahyakudin, Ahyakudin
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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THE INFLUENCE OF ISLAMIC LIFESTYLE, HALAL CERTIFICATION, AND SOCIAL MEDIA EXPOSURE ON PURCHASING DECISIONS AT MIXUE OUTLETS IN SERANG CITY Imanuddin, Febri; Ahyakudin, Ahyakudin; Pardiansyah, Elif; Ginanjar, Rah Adi Fahmi
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.v16i1.15098

Abstract

Research aims: This study aims to examine the influence of Islamic lifestyle, halal certification, and social media exposure on purchasing decisions at Mixue outlets in Serang City. Design/Methodology/Approach: The research used a quantitative approach with survey data collected from 190 respondents. Multiple linear regression analysis was applied using SPSS 26. Prior to hypothesis testing, classical assumption tests including normality, multicollinearity, and heteroscedasticity were conducted to ensure data validity. Research findings: The results showed that Islamic lifestyle, halal certification, and social media exposure each had a positive and significant effect on purchasing decisions. The coefficient of determination (R²) was 0.503, indicating that 50.3% of the variation in purchasing decisions could be explained by the three independent variables. The remaining 49.7% was influenced by other factors outside the model. Theoretical Contribution/Originality: This research contributes to the understanding of consumer behavior in the context of halal and Islamic marketing, especially within the growing market segment of Muslim consumers in non-traditional halal industries such as ice cream chains. It highlights the integration of religious values and digital influence in shaping consumer preferences. Practitioners/Policy Implications: The findings suggest that food and beverage companies targeting Muslim consumers should not only focus on halal certification but also promote Islamic lifestyle compatibility and engage actively on social media platforms to enhance purchasing behavior. These insights are valuable for marketing strategists and brand managers operating in multicultural environments. Research Limitations/Implications: The study is limited to Mixue outlets in Serang City, which may not fully represent broader consumer behavior across different regions. Future research should involve comparative studies across cities or include moderating variables such as income or education level for more nuanced insights.
THE INFLUENCE OF ISLAMIC LIFESTYLE, HALAL CERTIFICATION, AND SOCIAL MEDIA EXPOSURE ON PURCHASING DECISIONS AT MIXUE OUTLETS IN SERANG CITY Imanuddin, Febri; Ahyakudin, Ahyakudin; Pardiansyah, Elif; Ginanjar, Rah Adi Fahmi
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.v16i1.15098

Abstract

Research aims: This study aims to examine the influence of Islamic lifestyle, halal certification, and social media exposure on purchasing decisions at Mixue outlets in Serang City. Design/Methodology/Approach: The research used a quantitative approach with survey data collected from 190 respondents. Multiple linear regression analysis was applied using SPSS 26. Prior to hypothesis testing, classical assumption tests including normality, multicollinearity, and heteroscedasticity were conducted to ensure data validity. Research findings: The results showed that Islamic lifestyle, halal certification, and social media exposure each had a positive and significant effect on purchasing decisions. The coefficient of determination (R²) was 0.503, indicating that 50.3% of the variation in purchasing decisions could be explained by the three independent variables. The remaining 49.7% was influenced by other factors outside the model. Theoretical Contribution/Originality: This research contributes to the understanding of consumer behavior in the context of halal and Islamic marketing, especially within the growing market segment of Muslim consumers in non-traditional halal industries such as ice cream chains. It highlights the integration of religious values and digital influence in shaping consumer preferences. Practitioners/Policy Implications: The findings suggest that food and beverage companies targeting Muslim consumers should not only focus on halal certification but also promote Islamic lifestyle compatibility and engage actively on social media platforms to enhance purchasing behavior. These insights are valuable for marketing strategists and brand managers operating in multicultural environments. Research Limitations/Implications: The study is limited to Mixue outlets in Serang City, which may not fully represent broader consumer behavior across different regions. Future research should involve comparative studies across cities or include moderating variables such as income or education level for more nuanced insights.
Pengaruh Pemasaran Konten dan Influencer Terhadap Minat Beli Produk Keuangan Syariah dengan Pemasaran Viral Sebagai Variabel Intervening Widiatmojo, Satrio; Mukhsin, Moch; Ahyakudin, Ahyakudin
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.10879

Abstract

Penelitian ini merupakan hasil survei jumlah pemasaran konten dan influencer yang mempengaruhi dampak minat beli produk keuangan syariah pada Gen Z di kota Serang dengan pemasaran viral sebagai variabel intervening. Survei dilakukan di Kota Serang dengan jumlah sampel sebanyak 100 responden. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dan jenis pengambilan sampelnya adalah purposive sampling. Metode pengumpulan data dilakukan dengan mengirimkan kuesioner dan mengukur 20 indikator. Analisis data Teknik yang digunakan untuk menjawab hipotesis adalah software Smart PLS yang dibangun dengan menggunakan 4 variabel dan indikator reflektif laten. Hasil penelitian menunjukkan bahwa (1) Nilai pemasaran konten mempunyai pengaruh positif dan signifikan terhadap minat beli. (2) influencer mempunyai pengaruh negatif terhadap minat beli. (3) content marketing mempunyai pengaruh positif yang signifikan pengaruhnya terhadap viral marketing. (4) influencer mempunyai pengaruh positif terhadap viral marketing. (5) viral marketing mempunyai pengaruh positif terhadap minat beli. (6) content marketing mempunyai pengaruh positif terhadap minat beli melalui pemasaran viral sebagai variabel intervening. (7) influencer mempunyai pengaruh positif terhadap minat beli dengan pemasaran viral sebagai variabel intervening.
Co-Authors Imanuddin, Febri Mukhsin, Moch Pardiansyah, Elif Rah Adi Fahmi Ginanjar Widiatmojo, Satrio