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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Journal of Consumer Science MIX : Jurnal Ilmiah Manajemen Journal of Consumer Sciences JMM (Jurnal Masyarakat Mandiri) Sosio e-kons Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi JABE (Journal of Applied Business and Economic) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Al-Kharaj: Journal of Islamic Economic and Business Community Engagement and Emergence Journal (CEEJ) Jurnal Pengabdian Masyarakat Teknik BASKARA: Journal of Business and Entrepreneurship Business Review and Case Studies Jurnal Muhammadiyah Manajemen Bisnis (JMMB) International Journal of Economics, Business, and Entrepreneurship (IJEBE) AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Procedia of Social Sciences and Humanities Amkop Management Accounting Review (AMAR) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Journal of Social Science and Education Research FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Nora, Liza
Universitas Muhammadiyah Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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The Influence Of Content Marketing On Brand Awareness, Brand Image, And Skincare Purchase Intention Syifa Azqia, Syifa; Nora, Liza
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.2821

Abstract

This study aims to analyze the influence of content marketing on purchase intention of Somethinc skincare products in the Greater Jakarta area by considering the mediating role of brand awareness and brand image. Content marketing strategy is considered an effective approach in building relationships with consumers and forming positive perceptions of the brand. This study uses a quantitative approach with an associative method. Data were collected through a closed-ended questionnaire from 196 respondents and analyzed using Structural Equation Modeling (SEM) techniques with the help of SmartPLS software. The results show that content marketing has a significant effect on purchase intention both directly and indirectly through brand awareness and brand image. In addition, it was found that brand awareness influences brand image, which in turn strengthens the influence on purchase intention. This study concludes that an effective content marketing strategy must be able to create strong brand awareness and image to increase consumer purchase intention. These findings provide theoretical contributions to the development of digital marketing strategies as well as practical implications for local skincare industry players in creating content that can attract attention, build emotional connections, and encourage consumer purchasing decisions.
Brand Trust Mediates E-Wom And Brand Equity Toward Customer Loyalty on Shopee Ananda, Nadya Asri; Nora, Liza
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 2 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i2.7372

Abstract

This study aims to examine the influence of Electronic Word of Mouth and Brand Equity on Customer Loyalty, with Brand Trust as a mediating variable, in the context of Shopee Indonesia’s e-commerce platform. The research adopts a quantitative approach using a structured survey distributed to active Tiktok and Shopee users. Data were analyzed using the Structural Equation Modeling method with a Partial Least Squares approach. The results show that both Electronic Word of Mouth and Brand Equity have a positive influence on Customer Loyalty. Electronic Word of Mouth also has a significant impact on Brand Trust, while Brand Equity does not. Furthermore, Brand Trust directly influences Customer Loyalty and mediates the relationship between Electronic Word of Mouth and Customer Loyalty, but not between Brand Equity and Customer Loyalty. These findings underscore the importance of trust-building and consumer engagement in digital marketplaces. This research contributes to the field by providing empirical insights into the interplay between consumer perception, trust, and loyalty in the growing landscape of digital commerce.
Pengaruh Pelatihan Kerja dan Kerjasama Tim terhadap Kinerja Karyawan pada PT. Astra Internasional Tbk Radio Dalam Iman Satria Utama; Liza Nora
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 4 No. 3 (2025): Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v4i3.4995

Abstract

This study aims to determine the effect of job training and teamwork on employee performance at PT Astra International Tbk, Radio Dalam Branch, South Jakarta. In today's increasingly competitive business environment, employee performance plays a crucial role in determining the success of a company. High employee performance reflects not only individual productivity but also the overall effectiveness of an organization in achieving both short-term and long-term goals. Job training serves as an essential factor in improving employee competencies, including technical skills, knowledge, and interpersonal abilities. Through well-designed and continuous training programs, employees are expected to perform their tasks more efficiently and professionally. On the other hand, effective teamwork fosters a collaborative and supportive work environment, which can enhance employee motivation and overall performance. This research uses a quantitative approach by distributing questionnaires to 60 permanent employees of the company. The data collected were analyzed using statistical techniques to examine the relationships and effects between the studied variables. The results indicate that job training has a positive and significant influence on employee performance. This means that the better the training provided, the higher the level of employee performance achieved. Additionally, teamwork was also found to have a positive and significant impact on performance. Employees who work in cohesive and well-coordinated teams tend to show higher work enthusiasm and are more capable of completing tasks effectively. Based on these findings, it can be concluded that job training and teamwork are two essential factors that management should pay close attention to. Therefore, it is recommended that the company continue to develop relevant training programs and promote a strong culture of teamwork. By doing so, the company can enhance employee performance, which in turn will help the organization achieve its objectives more efficiently and sustainably.
The Role of Halal Labels in Influencing Brand Image, Product Quality, and Purchase Decisions of Scarlett Whitening Skincare Products Irtikha , Fianti; Nora , Liza
Amkop Management Accounting Review (AMAR) Vol. 5 No. 1 (2025): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i1.2705

Abstract

The rapid development of the beauty industry in Indonesia encourages companies to increase competitiveness through effective marketing strategies. This study aims to analyze the effect of brand image and product quality on purchasing decisions for scarlett whitening in the jabodetabek area, as well as the role of the halal label as a moderating variable. The method used is quantitative research with the structural equation modeling partial least square (SEM-PLS) approach using SmartPLS software. Data were obtained through distributing questionnaires to scarlett whitening consumers in Jabodetabek using a Likert scale as a measuring tool. The results showed that brand image and product quality have a positive and significant effect on purchasing decisions. In addition, the halal label is proven to significantly moderate the effect of brand image on purchasing decisions, and the halal label does not significantly affect product quality on purchasing decisions. These findings emphasize the importance of building a strong brand image, maintaining product quality, and paying attention to halal aspects of products to increase consumer loyalty and purchasing decisions, especially among Muslim consumers.
The Determinants of Purchase Intention Halal Products: The Moderating Role of Religiosity Nora, Liza; Sriminarti, Nurul
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.220-233

Abstract

Halal marketing is an important concept for marketers doing business in Muslim-majority countries. To predict consumer behavior toward halal products, the Theory of Reasoned Action (TRA) explains the two components of the formation of purchase intentions, namely attitude and subjective norms. Consumer concern for the lawfulness of a product is also influenced by a person's level of religiosity. This study aims to empirically test the ability of religiosity as a moderator that affects attitudes, and subjective norms on purchase intentions. This study applied a quantitative design. One hundred and ninety respondents in Indonesia were collected through random sampling. Data were collected through an online questionnaire using Google Forms and analyzed by Structural Equation Modelling (SEM). This study explains that subjective attitudes and norms have a positive and significant effect on purchase intentions. Religiosity as a moderator is able to influence subjective attitudes and norms on purchase intentions. The results of this study provide information that halal products are unique because they have spiritual elements. In this regard, marketers must remember that Muslim consumers exercise additional vigilance to ensure that the product fulfills not only functional needs but also spiritual needs.
READINESS OF SMALL AND MEDIUM ENTERPRISES (SMES) TOWARDS A COMPETITIVE HALAL INDUSTRY THROUGH THE IMPLEMENTATION OF HALAL CERTIFICATION Herianti, Eva; Arifin, Ichwan; Nora, Liza; Marundha, Amor; Rudiatin, Endang; Wahyudi, Slamet; Tanjung, Juita; Muluk, Adrian; Anggraini, Dahlia Tri
Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Vol. 8 No. 4 (2024): DESEMBER
Publisher : LPPM Univ. Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/abdidos.v8i4.2507

Abstract

The main objective of this community service is to provide some support and guidance to the Small and Medium Enterprises (SMEs) within the Women Farmers Group (KWT) Barokah in Pagedangan Village. Specifically, the assistance aims to facilitate the acquisition of halal certification, which is crucial for enhancing their competitiveness in the global market, given the increasing demand for such certification in the halal industry. It is imperative that forward-thinking SMEs understand the possible commercial advantages linked to halal certification. This program gives SME owners in Pagedangan Village informational materials and advice on the halal certification procedure. The project focuses on the business owners of KWT Barokah, which comprises 22 SMEs a relatively small number in comparison to the overall population of Pagedangan Village. These businesses include sectors such as frozen food, meatball products, catering, flavored milk beverages, herbal drinks, pecel peanut sauce, sukun chips, and Gabin cake filled with tape, among others. The assistance addresses specific issues identified by the community service team and offers tailored solutions to assist these entrepreneurs in obtaining halal certification. The anticipated outcome is that SME owners will enhance the quality of their products through halal certification and improve their readiness to compete in the halal market.
Pengaruh Imbalan Instrinsik dan Ekstrinsik, Sikap Karyawan terhadap Persepsi Dukungan Organisasi pada Karyawan Rumah Sakit Aqidah Farchani, Akhmad Yusli; Nora, Liza; Suleman, Dede
FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Vol. 27 No. 4 (2025): Oktober
Publisher : FEB Universitas Mulawarman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jfor.v27i1/3820

Abstract

Tujuan dari penelitian ini adalah untuk menghetahui pengaruh imbalan instrinsik dan ekstrinsik, sikap karyawan terhadap persepsi dukungan organisasi pada karyawan Rumah Sakit Aqidah. Penelitian ini adalah penelitian kuantitatif. Sample dalam penelitian ini sejumlah 72 karyawan di Rumah Sakit Aqidah. Teknik pengemabilan sample yang digunakan adalah Teknik simple random sampling. Pengumpulan data primer diperoleh dari penyebaran kuisioner dan data sekunder diperoleh dari perusahaan. Teknik analisis yang digunakan adalah analisis regresi linier berganda dengan menggunakan software SPSS versi 23. Hasil penelitian menunjukan bahwa secara parsial variabel Imbalan Instrinsik dan Ekstrinsik (X1) berpengaruh secara positif terhadap Persepsi Dukungan Organisasi (Y). Hal ini ditunjukan dengan thitung > ttabel yakni 3,132 > 1,600, Sikap Karyawan (X2) berpengaruh secara positif terhadap Persepsi Dukungan Organisasi (Y). Hal ini ditunjukan dengan dengan nilai thitung > ttabel yakni 4,292 > 1,600. Dan nilai signifikasi regresi sebesar 0,000 lebih kecil dari 0,050. Dan secara simultan variabel Imbalan Instrinsik dan Ekstrinsik (X1) dan Sikap Karyawan (X2) berpengaruh posisitif terhadap Persepsi Dukungan Organisasi (Y) yakni Fhitung > Ftabel sebesar 10,705 > 3,13. Dengan nilai persamaan regresi berganda Y = 10,279 + 0,249X1 + 0,481 X2. Dengan koefisien determinasi sebesar 24,2% yang sisanya dipengaruhi oleh faktor yang tidak diteliti
Strategi Pemasaran Bank Syariah Indonesia Terhadap Generasi Millenial dan Gen Z: Pendekatan Marketing Mix Persfektif Lovelock dalam Meningkatkan Loyalitas Nasabah Persfektif UU Perbankan Syari’ah Nia Puspita Hapsari; Liza Nora
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 11 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i11.9603

Abstract

The research aims to analyze the marketing strategy of Islamic banking services implemented by (BSI) to attract, and retain millennial and Gen Z customers a midst increasingly tight competition in the Islamic banking industry. Applying the services marketing mix approach according to Love lock (7P: Product, Price, Place, Promotion, People, Process, Physical Evidence), the study examines the effectiveness of BSI’s marketing strategy based on the perceptions, and satisfaction of Millennial, and Gen Z customers. The approach used is qualitative, with literature studies, digital media observation, and thematic analysis of BSI’s marketing campaign. The results show that BSI implements a digitization approach, modernly packaged Sharia values, and storytelling based on social benefits to attract the younger generation. The study is reviewed from the perspective of Law/No.21/2008” Sharia Banks emphasize the principles of fairness, transparency, and Sharia values in banking services. The findings provide strategic implications for BSI in formulating more segmented marketing policies based on the needs of the younger generation in line with the also provide strategic insights for Sharia banks in managing the market segmentation of Millenials and Gen Z sustainably.
PENDAMPINGAN NIB DAN SERTIFIKAT HALAL UNTUK MEMBANGUN USAHA MIKRO KECIL DI KELURAHAN PAGEDANGAN Nora, Liza; Sriminarti, Nurul; Arifin, Ichwan; Reza, Muhammad Abiy; Wiguna, Muhammad Sadam
JMM (Jurnal Masyarakat Mandiri) Vol 8, No 2 (2024): April
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v8i2.21277

Abstract

Abstrak: Nomor induk berusaha (NIB) dan Sertifikat halal merupakan komponen penting yang perlu dimiliki bagi para pelaku usaha mikro kecil (UMK). Pengabdian kepada masyarakat ini bertujuan memberikan pemahaman mengenai pentingnya NIB dan sertifikat halal bagi 22 pelaku UMK di kelurahan Pagedangan, dan memberikan pendampingan proses pembuatan NIB dan pengajuan sertifikat halal. Metode pelaksanaan pengabdian mencakup sosialisasi mengenai NIB dan sertifikat halal skema self declare, pemberian pendampingan dengan metode penyuluhan kelapangan di kelurahan Pagedangan melalui tahapan persiapan, pelaksanaan, sosialisasi, Asistensi pendaftaran, kunjungan ke lokasi. Mitra dalam kegiatan pengabdian ini adalah pelaku UMK yang menjadi binaan kelurahan Pagedangan. Evaluasi capaian dilihat dari peningkatan pemahaman pelaku UMK tentang NIB dan sertifikat haHasil dari 30% menjadi 75%. Sedangkan capaian pendampingan pembuatan NIB melalui laman website https://oss.go.id/ adalah 41% dan pengajuan sertifikat halal melalui laman website SIHALAL http://ptsp.halal.go.id adalah 28%tersebut.Rendahnya capaian pembuatan NIB dan sertifikat halal, karena sebagai dari pelaku UMK belum melengkapi syarat yang diperlukan untuk mendapat NIB dan sertifikat halal.Abstract: Business identification number (NIB) and halal certificate are important components that micro and small enterprises (UMK) need to have. This community service aims to provide an understanding of the importance of NIB and halal certificates for 22 MSEs in the Pagedangan sub-district and provide assistance in the process of making NIB and applying for halal certificates. The method of implementing the service includes socialization regarding the NIB and halal certificate self-declare scheme, assisting using field counseling methods in the Pagedangan sub-district through the stages of preparation, implementation, socialization, registration assistance, and site visits. Partners in this service activity are MSEs who are supported by the Pagedangan sub-district. Evaluation of achievements can be seen from an increasing understanding of MSEs regarding NIB and yield certificates from 30% to 75%. Meanwhile, the achievement of assistance in making NIB through the website https://oss.go.id/ is 41% and the application for halal certificates through the SIHALAL website http://ptsp.halal.go.id is 28%. The achievement of making NIB and halal certificate, because as an MSE actor, he has not completed the requirements needed to obtain an NIB and halal certificate.
Halal Food Purchasing Behavior of The Millennial Generation in Indonesia Liza Nora; Nurul Sriminarti
Journal of Consumer Sciences Vol. 10 No. 3 (2025): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.10.3.509-534

Abstract

Background: The Muslim millennial population plays an increasingly important role in the future development of the halal market. Therefore, understanding the consumer behavior of Indonesian Muslim millennials and the factors that influence their decisions when choosing halal products and services is essential. Purpose: This study aims to explore Indonesian millennial consumers' behavior toward halal food products by integrating the Theory of Planned Behavior (TPB) with additional variables of halal awareness and religious belief. Method: This study employs quantitative methods. Data were collected through purposive sampling using online questionnaires distributed via Google Forms to 267 millennial respondents born between 1981 and 1996 in Indonesia. Data were analyzed using descriptive methods and Structural Equation Modeling (SEM). Findings: Halal awareness does not affect purchase intention. In contrast, attitudes, subjective norms, perceived behavioral control, and religious beliefs significantly influence purchase intention. Additionally, purchase intention significantly influences purchase behavior, acting as a mediator between perceived behavioral control and religious beliefs. Conclusions: These findings provide new insights into the factors influencing consumer purchasing behavior, particularly among millennials, and highlight the importance of psychological and social factors in halal product choice. The study is expected to contribute significantly to the development of marketing strategies in markets sensitive to religious issues. Research implication: To increase millennials' purchase intention toward halal food, managerial strategies should focus on quality, safety, product conformity with health and sustainability values, and the use of social influence through social media, influencers, and community campaigns. Additionally, strategies should facilitate access and purchasing, offer competitive prices, and ensure convenience in the purchasing process so that millennials feel in control of their decisions.
Co-Authors Abdul Gofur ABDUL RAUF Adrian Muluk Agus Suradika Ahmad Shabudin Ariffin Ahmad Yani Al Bakri, Salim Alivia Rajab Amor Marundha Ananda, Nadya Asri Anggraini, Dahlia Tri Annisa Muthiah Alizzah Ardian Hariyono Arifin, Ichwan Arna Suryani Atikasari, Putri Azimah Hanifah Bambang Sutrisno Chairani, Syaila Ayu Dede Suleman Dinda, Ranisyia E, Elfarisna Eka Hendra Priyatna Eva Herianti Farchani, Akhmad Yusli Fauzania, Bella Grahito, Damar Hapsari, Nia Puspita Harun, Siti Hafnidar Huda, Muhamad Khozinul Ichwan Arifin Iman Satria Utama Irtikha , Fianti Ismayudin Yuliyzar Juita Tanjung Kaamilah, Nur Afiifah Lola Rahmadona, Lola Lukman Hadi, Lukman Marundha, Amor Muluk, Adrian Mutmainah Mutmainah Nasiron Nasiron Nasiron Nasiron Nurul Sriminarti Ranisyia dinda alfirani Reza, Muhammad Abiy Rohman, Topik Rudiatin, Endang Saiful Bahri Salahuddin Al Ayubi Sayogo, Muhammad Miftachul Huda Alvin Slamet Wahyudi Sriminarti, Nurul Suhendar Sulaeman Suhendar Sulaeman Suhendar Sulaeman Syah Rahman, Alif Syifa Azqia, Syifa Tanjung, Juita Tria Astika Endah Permatasari Tusholihah, Annisa Vanisyati, Zefitiazhar Ken Rifda Wahyudi Wahyudi Wiguna, Muhammad Sadam Yonavi, Ana