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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri JISIP: Jurnal Ilmu Sosial dan Pendidikan Jurnal Ilmu Komputer dan Bisnis Al-Kharaj: Journal of Islamic Economic and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Bisnis Indonesia Jurnal Ilmiah Wahana Pendidikan KARYA: Jurnal Pengabdian Kepada Masyarakat IIJSE Neraca Manajemen, Akuntansi, dan Ekonomi
Susanti, Ety Dwi
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Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : IIJSE

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The Influence of Brand Image and Brand Loyalty on Brand Equity on iPhone in iBox Indonesia (Case Study of Instagram Followers @iboxindonesia) Manalu, Joshua; Susanti, Ety Dwi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5742

Abstract

Examining how iBox Indonesia customers' perceptions of the brand and their devotion to it affect the value of iPhone goods is the primary goal of this research. This study combined a quantitative approach with an associative research design for its methodology. One hundred individuals who were followers of @iboxindonesia on Instagram were polled to get the data. We used purposive sampling to get this sample. The suggested hypotheses were tested by data analysis utilizing the multiple linear regression approach. The results demonstrate that brand image and loyalty affect iPhone goods' brand equity. This is supported by an F-value of 18. 287, which surpasses the F-table value of 3.089. Some evidence suggests that brand image significantly affects brand equity, while brand loyalty does not seem to have any such effect. Based on these findings, it is clear that attracting consumers requires a concerted effort to boost brand loyalty, even while a favorable brand image — including impressions of great quality and inventive design — contributes to enhancing brand equity. This research offers valuable insights that will help the marketing management of iBox Indonesia develop better strategies to boost the value of their iPhone goods. Also included are suggestions for future studies, such as looking at other variables that might influence customer loyalty to a business.
The Influence of TikTok Social Media on Customer Loyalty: Evidence from HMNS Perfume on TikTok Shop Padju, Muhammad Gifari Benevi; Susanti, Ety Dwi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8723

Abstract

This study aims to analyze the influence of TikTok social media on customer loyalty toward HMNS perfume products through the TikTok Shop feature. Unlike previous studies that predominantly emphasized purchase intention or brand awareness, this research highlights customer loyalty as a strategic outcome of TikTok-based marketing in Indonesia, where social commerce adoption is rapidly expanding. The research employed a quantitative method with an online survey of 120 respondents who had purchased HMNS perfumes via the TikTok Shop. The data were analyzed using simple linear regression, t-test, F-test, and classical assumption tests with the help of SPSS. The results indicate that TikTok social media has a positive and significant effect on customer loyalty (β = 0.791, t = 10.068, p < 0.001; F = 101.357, p < 0.001). Customer loyalty is reflected in repeat purchase behavior, strong brand preference, and willingness to recommend HMNS perfumes to others. The novelty of this study lies in its focus on strengthening loyalty to a local perfume brand in the TikTok Shop ecosystem, a context that remains underexplored in Indonesia. Theoretically, this research expands Oliver’s (1999) loyalty framework within social commerce. Practically, the findings provide managerial insights for local brands to optimize creative content, influencer collaboration, and live shopping strategies to remain competitive in the digital economy, which is aligned with Indonesia’s 2045 Golden Vision.
Co-Authors Anisa Rachmawati, Anisa Aprlliana, Wiwik Berlianty, Evanie Zahirah Erlangga, Arsyad Dhea Mahrus, MOH. Ferdinan Manalu, Joshua Maulina, Yuliatika Putri Nurhidayah, Marshyanda Putri Oktavia, Adisa Lupita Padju, Muhammad Gifari Benevi Pradana, Bagas Ardi Sari, Putri Anggyelia Siahaan, Wina Monalisa Solehah, Innatus