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All Journal Jurnal Ekonomi & Studi Pembangunan INJECT Interdisciplinary Journal of Communication
Arinilhaq, Nafisah
Unknown Affiliation
Religion Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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PURCHASE INTENTION ON HALAL CULINARY FAST FOOOD IN YOGYAKARTA Arinilhaq, Nafisah
Jurnal Ekonomi & Studi Pembangunan Vol 18, No 2: October 2017
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jesp.18.2.4035

Abstract

The purpose of this research is to identify and determine the influence of halal factors on Purchase Intention through Subjective Norms. It also investigated which one factor among all variables that are investigated have the strongest influence. The study was taken from 139 respondents of Muslim consumers of halal culinary fast food, KFC. The collected data is measured by five-point Likert scale. Used Structural Equation Model (SEM) with IBM AMOS version 24 as analytical tool, this research was divided into 5 variables which are measured. The variables are Halal Awareness, Halal Certification, Halal Marketing Word of Mouth (WOM), Subjective Norms and Purchase Intention. The measurement is based on Theory Planned of Behavior by Ajzen (1991) with modification. Result shows that Subjective Norms has high connection with Purchase Intention. It caused by indirect effect from Halal Certification and Halal Marketing WOM. But direct effect from Halal Awareness and Halal Marketing WOM is not significant. Thereby, the study suggests that customers are influenced by Subjective Norms or Muslim consumers’ preference as they are being influenced by halal label or Halal Certification and also word of mouth marketing system. The study suggests KFC or food manufactures have to pay attention to halal marketing strategy. Based from the finding, it can be concluded that, consumer did not look for about halal by themselves, but pay attention to the halal label and WOM marketing strategy.
A Bibliometric Analysis of Social Media in Marketing: Mapping Research Trends, Topics, and Keywords from 2019-2024 Arinilhaq, Nafisah; Fatmawati, Indah
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 1 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i1.4593

Abstract

The study investigates scholarly publications to identify dominant themes, keyword occurrences, and citation networks related to social media marketing. This study used VOS Viewer and RStudio. The findings indicate that "social media" is a key focus in academic discourse, emphasizing its importance in audience engagement and business conversion. The study adds theoretical value by mapping current trends and providing insights for future research. Practically, it encourages businesses to adapt to changing social media trends in order to improve their marketing effectiveness. However, because the analysis is limited to bibliometric data, future research should employ case-based or experimental approaches.
Co-Authors Fatmawati, Indah