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Journal : Indonesian Journal of Innovation Studies

The Influence of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as a Mediator for Lozy Hijab: Pengaruh Experiential Marketing dan Social Media Marketing terhadap Repurchase Intention dengan Brand Trust sebagai Mediasi pada Lozy Hijab Rustiawati, Elis; Maesaroh, Syti Sarah; Prehanto, Adi
Indonesian Journal of Innovation Studies Vol. 26 No. 4 (2025): October
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijins.v26i4.1801

Abstract

Background: The Muslim fashion industry in Indonesia has grown rapidly alongside the rising trend of modest wear and halal lifestyle. Specific background: Despite this growth, local brands such as Lozy Hijab face the challenge of sustaining customer loyalty in a competitive digital environment. Knowledge gap: Previous studies have not fully examined how experiential and social media marketing interact to shape brand trust and repurchase behavior within the modest fashion segment. Aims: This study analyzes the role of experiential marketing and social media marketing in shaping repurchase behavior, with brand trust as a mediating variable among Lozy Hijab consumers. Results: Using quantitative methods with 290 respondents analyzed through SEM-PLS, findings show that both experiential and social media marketing significantly build brand trust and repurchase behavior (R² = 0.599). Brand trust partially mediates these relationships, indicating that consumer experiences and digital interactions directly foster repurchase decisions. Novelty: This study highlights that in the Muslim fashion context, emotional experience and interactive communication can sustain consumer commitment even without full mediation by brand trust. Implications: The results guide local fashion brands to integrate experiential and digital strategies to strengthen consumer relationships and long-term competitiveness. Highlights Experiential and social media marketing jointly strengthen brand trust and consumer repurchase behavior. Consumer emotional experience and digital interaction drive repurchase decisions even without full brand trust mediation. Integrating online engagement and offline experience sustains customer loyalty in the modest fashion industry. KeywordsExperiential Marketing, Social Media Marketing, Brand Trust, Consumer Behavior, Repurchase Decision
Determining Digital Enabled Knowledge Sharing Effectivity Through SECI Model : Insight From Micro Insurance Marketing Synergy: Menentukan Efektivitas Berbagi Pengetahuan yang Didukung Teknologi Digital Melalui Model SECI: Wawasan dari Sinergi Pemasaran Asuransi Mikro Abdillah, Sulthan Dzaki; Maesaroh, Syti Sarah; Prehanto, Adi
Indonesian Journal of Innovation Studies Vol. 26 No. 4 (2025): October
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijins.v26i4.1809

Abstract

Background: Digital transformation has reshaped organizational knowledge practices, yet human-centred distribution still dominates microinsurance in Indonesia. Specific background: Despite structured knowledge-sharing mechanisms in the partnership between PT Asuransi X and PT Microfinance Y, unit-level performance varies widely. Knowledge gap: Existing studies seldom examine how knowledge conversion operates across inter-organizational settings, particularly where digital tools coexist with intensive field-based routines. Aim: This study analyzes how knowledge is converted through the Socialization, Externalization, Combination, and Internalization stages to explain variability in microinsurance outcomes. Results: Findings show that knowledge conversion is disrupted by passive middle leadership, informal gatekeeping, inadequate documentation, technological instability, fragmented data access, misaligned incentives, and inconsistent cross-institutional coordination. High-performing units show stronger mentoring cultures, proactive leadership, reliable hybrid routines, and more stable knowledge cycles. Novelty: This study extends the SECI model into a digital–human inter-organizational ecosystem, revealing stage-specific breakdowns that cannot be explained by digital infrastructure alone. Implications: Strengthening middle-layer leadership, formalizing mentoring, stabilizing digital systems, aligning incentives, and improving cross-organizational governance are crucial to sustaining consistent knowledge conversion in microinsurance networks. Highlights • Variability in microinsurance outcomes stems from stage-specific disruptions in the SECI cycle.• Middle-layer leadership and work culture determine whether knowledge flows or stalls across units.• Digital infrastructure alone is insufficient; consistent coordination and incentives are required for stable knowledge conversion. Keywords Knowledge Conversion, SECI Model, Digital Collaboration, Microinsurance Networks, Organizational Learning
Co-Authors -, Atthaya Layla Zhafira Hilwana A-Ridlo, M Dzikri Abdillah, Sulthan Dzaki Abdul M, Fikih Abdullah, Muhammad Mufti Abid, A’la Adam Hermawan Adam Hermawan Adam Hermawan Adam Pratama Yudha Putra Adhitya, Dimas Adi Prehanto Adiasa Tegar Prakoso Aditya Akbar Prasetyo Affandy Affandy Afifah, Haya Agasi, Muhamad Rafi Aghniya, Muhammad Dhafin Agniasari, Zahra Agra Fadhiila Tamara Agus Rahayu Ahmad Gunawan Ahmad Gunawan, Syahrul Ai Solihat Ainina, Dara Widya Akmal, Fahril Al Farisi Sentika, Salman Al Rasyid, Afwa Hamzah Al-Ayyubi, Muhammad Shalahudin Alby Silmi Maulidan Alfikri, Muhammad Rizel Ali Akbar Alkatili Ali Akbar Alkatili Alif Ridha Ramadhani Alifia Fatimatun Nazya Alifia Fatimatun Nazya Alya Syifa Mu'awwanah Amanulloh, Nabil Amri, Teuku Khairul Anargya, Layra Narda Angelina Asivadibrata Anggasari, Pria Anugerah Tirta Kenanga Unggul Mitra Mandiri Aprilia, Nyra Nazwa Aqil, Ibnu Ar Ridlo, Muhammad Dzikri Ar-Ridlo, Muhammad Dzikri Ardiansyah Nugraha Ardiansyah, Zikri Aretha, Nadia Arief, Muhammad Athallah Khairi Ariel Febrian Chandra Arif Imam Suroso Ariq Qorihatunnasik Arrayyan, Dzakwan Rafi Arsy, Abdillah Arya Budi Saputra Arya Budi Saputra Arya Nugraha, Reyhan Asep Nuryadin Assalam, Muhammad Nabil Astrid Nurul Azizah Augusta, Nasya Fatika Aulia Zahra Aulia Zahra Auliya Nur Kholishah Aurelia, Alisha Nadine Az Zahra Maulaa Habiibah Az Zahra Talitha Kusumaningrum Az Zahra, Wafi Ulya Azhari, Fairuz Azka Azizah Azhar Azizah Fauziyah Azizah Ghina Aulia Azizah, Astrid Nurul Azzahra Verdi Azzahra, Monica Salwa Bachtiar, Muhammad Ilham Helmi Balebat Dwi Adisubagja Bawono, Rizky Agung Br Perangin-Angin, Hani Nikita Btari Mariska Purwaamijaya Christina, Kezia Dantya Conquero, Hilzi Maulana Daffina Amalia Az Zahra Dafin Firmansyah Debby Marlina Sianipar Denada Nandini Dewita, Nur Azizyah Putri Dhea Febrianti Donny Karunia Pratama Eeng Ahman, Eeng Eline Nuha Nurrohmah Gika Erif Ramadansyah Esther, Ivana Fadila, Nasha Nurul Fadilah, Syafira Nur Fajar Moch. Habibi Fakhrizal Labib Musyaffa Faridah, Hani Nurul Farouqi, Umair Abdullah Fathurrohan, Bagus Irham Fatimah, Rahmi Fauzi , Mochamad Ardan Faza, Hanif Ksatria Fazri, Rezi Muhammad Febriananta, Elsa Ferdiansyah Ferdiansyah Fikri Yazid, Fuad Hilmi Fitria, Nanda Anis Frans Budi Kashira Ghozi, Mohammad Fawaz Gieldy Akhyat Affandi Gika, Eline Nuha Nurrohmah Gina Cissy Aprilia Guntara , Rangga Gelar Guntara, Rangga Gelar Gusnadi, Azzalia Habibi, Muhammad Yusran Haesal, Haesal Hafizha Nurul Qolby Hafizhulmalik, Shiddiq Hanif Pradika Indradi Haniva, Mohamad Rayhan Haryo, Muhammad Keanu Hasanah, Siti Nuri Alya Hasnah Hasnah Haya Afifah Herdi Heryadi Herdiana, Oding Heryadi, Herdi Hilwana, Atthaya Layla Zhafira Hisan, Khoirotun Hutajulu, Jovan Marito Nathaniel I Wayan Putra Aditya Ihsan, Raka Indra Satria Nugraha Irzami, M. Ferdy Ivana Ester Claudia Iyung Pahan Izqulby, Mochammad Revo Jaluaji, Gading Jasmien, Laila Jauza Ulayya Jesika Tamaria Kaluti, Natanael Eka Putra Kasyfan, Nadhif Muhammad Khairunisa, Alamanda Khalista Aurelia Khoerunnisa, Garda Kinanti Dara Putri Kusnandar, Desra Kusuma, Iqbal Jaya Kyla Annisabia Labibah, Bintu Laila Jasmien Lanina Astrid Chrysant Vrij Lili Adi Wibowo Lusya Lestari M Sandi Marta M. Manufandu, Dian Maharani, Melani Defina Makiyah, Salma Zahara Nurul Malik, Ghifari Mardiana, Tanti Marta, M Sandi Mashudan, Muhammad Vajri Maulid, Zaki Nuraziz Mawaddah, Ilmiati Maya Sari Melati, Risna Michael Abraham Siahaan Miizan Nur Qisthi Miizan Qisthi Mita Amaliyatul Hayat Moch Yusuf Haidar Ali Ramdhani Mochamad Ardan Fauzi Mochammad Zahid Khairu Ghani Muhammad Alfarisi Habibilah Muhammad Ditto Marcelino Muhammad Dzikri Ar Ridlo Muhammad Dzikri Ar Ridlo Muhammad Fadhli Al Multazim Muhammad Farhan Hanif Effendi Muhammad Hilmansyah Lukman Muhammad Ihsan Muhammad Mufti Abdullah Muhammad Mufti Abdullah Muhammad Naufal Nurfirmansyah Muhammad Praya Kays Hakim Muhammad Rizki Nugraha Muhammad Rizki Nugraha Muhammad Ukasyah Muhammad Zhafran Hafiz Muhammad, Attoriq Putra Muji Mutia, Marsya Mutiara Putri Utami Mutiaratulhikmah, Sifa Muzaky, Rhehan Nabilah Fitria Kamaludin Nabilah, Adinda Putri Nadiyah Husniyah Nahda Nabilaturrahma Nahda Nabilaturrahma Nahira Izzati Ramadhani Naila, Nazwa Difa Najib, Farhan Najla Khairunnisa Nanlohy, Siti Alnazwa Rivania Nasya Fatika Augusta Naufal Dzakwan Ramadhan Ni Made Ayu Natih Widhiarini Nina Nuraeni Noor Kholis Budiman Novian Rachman Iskandar Nugraha Nugraha Nugraha, Ardiansyah Nugraha, Muhammad Rizki Nugroho, Firna Shizuka Nur Azizyah Puteri Dewita Nura Anggraeny Nurahma, Salsa Nurhaliza, Jelita Nursetya, Meisya Syakira Oding Herdiana Pahan, Iyung Prameswari, Zahra Kirana Pratama, Rejas Purwaamijaya, Btari Mariska Putra, Adam Pratama Yudya Putri, Reviana Junita Qisthi, Miizan Qolby, Hafizha Nurul Qorihatunnasik, Ariq Rabbi, Balya Aqila Rizqi Rahayu, Adelia Rahmanita, Restuti Asri Rahmasari, Amanda Dwi Karina Raisa, Arifa Raka Ihsan Ramadhan, Akmal Ramadhan, Brilliant Fitra Ramadhan, Rafaeza Athhar Ramadhani, Alif Ridha Ramadhani, Aulya Marshanda Ramadhani, Nisya Indra Ramadhani, Raja Almas Ramzan Adillah Rangga Gelar Guntara Rangga Gumelar Rani Dhever Hani Restu, Laras Bellaning Reva Fitri Ramadhanti Manitik Reyhan Arya Nugraha Reyhan Arya Nugraha Reyhan Qatrunada Usulu Reza Maulana Rian Ardiansah Rifqi Irfan Fayadh Riko Ikhsanudin Rio Taofan Riska Aprilia, Riska Risma Rahatuningtyas Risma Rahatuningtyas Rizka Wahyudi Rusani Jaelani Rustiawati, Elis Ruth, Joy Noeliona Sabani, Mohammad Ripki Saida Ifa Juliyanti Salamah, Risa Ardila Salma Salsabila Lestari Salsabila, Nazwa Salsabila, Unik Hanifah Sandy Sanjaya Setiawan, Amelia Ananda Sheilla Yullia Febrianti Sianipar, Debby Marlina Silaturahma, Kaffita Silaturahma, Kaffita Dewi Simanjuntak, Jian Florence Genara Siti Helmyati Sofia, Hagia Soni Santana Stella Kova Stevannie, Velisa Suci Ramasiah Sukmana, Dimas Suryarini Widodo Susanto, Fazry Rachman Sutrisno, Sastro Swardana, Ardli Syahda Anisa, Nazwa Syahda Anisa3 Syahdan Syauqi Mussaffa Syahidah, Citra Nadzira Syaiful Bahri Syifa Nurul Aulia T. 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