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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis EKONOMIS : Journal of Economics and Business Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Pengabdian kepada Masyarakat Journal Competency of Business BULETIN BISNIS & MANAJEMEN (BBM) NIKAMABI : Jurnal Ekonomi & Bisnis International Journal of Community Engagement Payungi Jurnal Pengabdian Masyarakat Bangsa Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis IIJSE Journal of Economics, Business, Accounting and Management INTERDISIPLIN: Journal of Qualitative and Quantitative Research
Heri Prasetyo
Universitas Cokroaminoto Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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The Influence of Direct Marketing and Brand Ambassador on Repurchase Interest of Tiktok Users in Yogyakarta Ismawati, Tri; Prasetyo, Heri
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.v7i3.5327

Abstract

This research aims to analyze the influence of direct marketing and Brand Ambassador on the repurchase intentions of TikTok application users in Yogyakarta City. Using a quantitative and associative approach, data was collected through a questionnaire distributed to 100 TikTok users in Yogyakarta. The results of multiple linear regression analysis show that direct marketing and the Ambassador brand have a significant influence on repurchase intentions, both partially and simultaneously. Direct marketing, which involves direct communication between sellers and buyers, has been proven to be effective in increasing willingness to repurchase significantly. Apart from that, choosing the right brand ambassador who is attractive, trustworthy and has relevant skills also has a positive impact on consumers' desire to make repeat purchases. These findings highlight the importance of direct marketing and brand ambassadors in marketing strategies to increase consumer loyalty and repurchase intentions for products or services offered through the TikTok application.
Analysis of Halal Awareness and Free Halal Certification Services on the Interest of Micro, Small, and Medium Enterprises (MSMEs) in Obtaining Halal Certificates (A Study at the Ministry of Religious Affairs, Yogyakarta City) Tuti Mulyani; Heri Prasetyo
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6390

Abstract

This study purposes to analyze the influence of Halal Awareness and free halal certification services (SEHATI) on the interest of Micro, Small, and Medium Enterprises (MSMEs) in obtaining halal certification in Yogyakarta City. The examination utilized a quantitative approach with 100 MSME respondents. Data were gathered through questionnaires and interpreted using multiple linear regression with SPSS software. The outcome demonstrates that Halal Awareness has a positive and significant partial effect on MSME interest, suggesting that understanding the importance of halal products enhances their willingness to pursue halal certification. Additionally, SEHATI services also have a positive and significant partial impact, demonstrating that this program successfully addresses cost and technical barriers previously faced by business actors. Simultaneously, these two variables significantly contribute to increasing MSME interest in obtaining halal certification, with SEHATI services having a more dominant influence. This study concludes that a combination of internal halal awareness and external support, such as SEHATI services, can enhance MSME participation in halal certification. It is recommended that related institutions expand socialization efforts and simplify access to the program, while future research could broaden the scope of regions and variables to provide more in-depth insights.
The Effect of Live Streaming, Affiliate Marketing, and Fear of Missing Out on Purchasing Decisions at the TikTok Shop in Yogyakarta City Nur Liana Safitri; Heri Prasetyo
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.v8i3.8031

Abstract

This research was conducted to review the influence of live streaming, affiliate marketing, and fear of missing out on purchasing decisions for TikTok Shop users in Yogyakarta City. This research applies a quantitative approach with multiple linear regression analysis methods. Data was obtained through distributing questionnaires to 100 respondents who had shopping experience at TikTok Shop. Based on the results of the analysis, it was found that partially the live streaming and affiliate marketing variables had a significant effect on purchasing decisions, while the fear of missing out did not show a significant effect. However, the three variables simultaneously proved to have a significant influence on purchasing decisions. A total of 56.9% of the variation in purchasing decisions was explained by the three variables, while the rest was influenced by other factors outside the model. This finding indicates that marketing strategies based on visual content and personalized approaches, such as live streaming and affiliate marketing, are more effective in influencing consumer decisions than emotional pressures such as fear of missing out. Therefore, the results of this research can be taken into consideration for businesses in developing more suitable promotional strategies on the TikTok Shop platform.
The Influence of Halal Labeling and Product Quality on Purchasing Decisions at Otaku Coffee (Study: Customers at Otaku Coffee in Brass District) Ghiffarant Akmal Rambalie; Heri Prasetyo
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8245

Abstract

The global halal economy sector is experiencing rapid growth with market capitalization reaching US$2.4 trillion by 2022, with 60% of halal product purchases made by non-Muslim consumers who consider halal certification as an indicator of superior quality. In Indonesia, the transformation of Muslim consumer behavior shows that the halal label is no longer the sole factor in purchasing decisions, but rather combined with product quality considerations, especially in the more selective millennial and Z generations. This study aims to analyze the influence of halal labeling and product quality on purchasing decisions at Otaku Coffee, a Japanese popular culture-themed cafe business that has never been studied before in the context of a combination of religious identity and foreign pop culture preferences. The benefits of this research are to provide a new understanding of consumer behavior in the international culture-themed food and beverage industry and to fill the void in the literature regarding the unique dynamics between halal and quality aspects in a Japanese cultural cafe business setting. The research method uses a quantitative approach with an analytical descriptive design through multiple regression analysis techniques. The research population is all consumers who buy food and beverage products at Otaku Coffee Kuningan Regency, with purposive sampling technique and a sample size of 100 respondents determined using the Lameshow formula with a confidence level of 95% and a margin of error of 10%. The results showed that the halal label (X1) and product quality (X2) partially and simultaneously had a significant positive effect on purchasing decisions (Y) with a calculated F value of 187.024 and a significance of 0.000 <0.05, and a coefficient of determination (Adjusted R Square of 0.794 or 79.4%, confirming that the two independent variables were able to explain the variation in purchasing decisions very well.
Co-Authors Berliany, Fany Aulia Eko Prasojo Endarwati Endarwati Ghiffarant Akmal Rambalie Heru Priyanto Honorata Ratnawati DP Ismawati, Tri Junaidi Junaidi Liyamilati Hanifah Muh Ali Wafa Mulyono Mulyono Nur Liana Safitri Perdana, Mahendra Jati Putra Puspita, Ika Destina Qoirini Nur Azizah Retno Kurnianingsih Riko Romadon Indika Rr. Eko Giyartiningrum Salsabila, Dila Putri Sri Puji Lestari Surifah Surifah Susindra Katili Tuti Mulyani Waki’ah Yulita, Zarima