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All Journal Laa Maisyir Jurnal Ekonomi Islam Journal of Economic, Bussines and Accounting (COSTING) JOURNAL OF APPLIED BUSINESS ADMINISTRATION Al-Kharaj: Journal of Islamic Economic and Business JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Journal of Economics and Regional Science Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis Journal of Trends Economics and Accounting Research Journal of Economics, Entrepreneurship, Management Business and Accounting Economos : Jurnal Ekonomi dan Bisnis
Arwin
IAIN Parepare
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analysis of the Influence of Ayureira’s Influencer Content Strategy on Brand Awareness of Body Care Products Among Generation Z in Sidrap Regency Okta Rosita Nugrahadini Kumala; A. Rio Makkulau Wahyu; Rusnaena Rusnaena; Arwin Arwin
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 3 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/v6jj4s77

Abstract

This study investigates the effect of local influencers’ content strategies on brand awareness of body care products among Generation Z consumers in Sidenreng Rappang Regency, Indonesia. The increasing use of social media as a marketing platform and the growing influence of local content creators have transformed the way consumers perceive and recognize brands, particularly in the beauty and personal care industry. Using a quantitative research design, data were collected from 200 Generation Z respondents selected through purposive sampling. The participants were active social media users who had been exposed to body care product promotions delivered by local influencers. Data were gathered through a structured questionnaire and analyzed using descriptive statistics, validity and reliability tests, simple linear regression, t-tests, and coefficient of determination (R²) analysis with the support of SPSS software. The results show that local influencers generally employ effective content strategies characterized by relevance, creativity, consistency, high-quality information, and strong audience engagement. The findings also indicate that respondents exhibit a moderate level of brand awareness toward body care products promoted through social media. More importantly, the regression analysis demonstrates that influencers’ content strategies have a positive and statistically significant effect on brand awareness. This suggests that well-designed and engaging content plays a crucial role in enhancing consumers’ ability to recognize, recall, and differentiate brands. The study contributes to the growing body of digital marketing literature by providing empirical evidence on the effectiveness of local influencer marketing in shaping brand awareness among Generation Z consumers. The findings offer practical insights for marketers and business owners seeking to strengthen brand positioning and consumer engagement through strategic influencer-driven content on social media platforms.
The Influence Of Self Reward And Self Healing On The Consumption Behavior Of Career Women In Parepare City With Religiosity As A Moderating Variable Muh Yusuf Munir; Arwin; Muzdalifah Muhammadun; A. Rio Makkulau Wahyu; Umaima; Dian Resky Pangestu
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (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.v7i4.8105

Abstract

This study was motivated by the increasing complexity of career women's consumption behavior. This behavior is influenced not only by basic needs, but also by psychological factors such as self-reward and self-healing. Religiosity is seen as a moderating variable that can control consumption behavior, especially in the context of a religious society in Parepare City. The purpose of this study is to analyze the influence of self-reward and self-healing on the consumption behavior of career women in Parepare City with religiosity as a moderating variable. The method used is a quantitative approach with a survey design. The sample was obtained through purposive sampling of 100 career women aged 18–50 years in Parepare City. The research instrument was a Likert questionnaire, while data analysis was performed using SmartPLS through validity and reliability tests, T-tests, determination coefficients, and path analysis. The results showed that self-reward and self-healing had a significant positive effect on consumption behavior. Religiosity also had a significant effect and was proven to moderate the influence of these two psychological factors. These findings contribute to consumer behavior science and provide practical benefits for career women in managing balanced consumption.
How Islamic Lifestyle Affects Housewives' Responses to Product Availability, Service Quality, and Promotions in the Use of the Alfagift Application in Parepare City Reski Mahmud; Arwin; Umaima; Multazam Mansyur Addury
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): 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.v8i1.9449

Abstract

This study aims to analyze the effect of product availability, service quality, and promotion on the purchasing decisions of Alfagift app users in Parepare City with Islamic lifestyle as a moderating variable. The study uses a quantitative approach with a survey method on 125 housewives selected through purposive sampling. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS. The outer model test results showed that all indicators met the validity and reliability criteria with factor loading values > 0.70, AVE > 0.50, and Composite Reliability > 0.70. The inner model test produced an R² value of 0.780, indicating the model's strong explanatory power. The hypothesis test results prove that product availability (β = 0.515), service quality (β = 0.383), and promotion (β = 0.445) have a positive and significant effect on purchasing decisions. In addition, Islamic lifestyle has a significant effect and is able to positively moderate the influence of these three variables on purchasing decisions, thereby strengthening the role of religious values in digital consumption behavior.
Co-Authors A. Rio Makkulau Wahyu Aldi Jayansyah Dian Resky Pangestu Indrayani Indrayani M.M, Besse Faradiba Muh Yusuf Munir Multazam Mansyur Addury Muzdalifah Muhammadun Nurfitriani Nurul Aulia Okta Rosita Nugrahadini Kumala Pitri Reski Mahmud Rezky Amalia Hamka Rusnaena Rusnaena Sulkarnain Sulkarnain Sutrisno Umaima Wardianto Wardianto Zainal Said