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Kussudyarsana
Universitas Muhammadiyah Surakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Transportation Other

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The Impact of Negative Online Reviews by Social Media Influencers on the Formation of Brand Loyalty to Cosmetic Products Hasrini Hasrini; Kussudyarsana Kussudyarsana; Edy Purwo Saputro
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

This study investigates how negative electronic word-of-mouth (e-WOM) from social media influencers affects brand loyalty in the cosmetics industry. Specifically, it examines the mediating roles of brand attitude and consumer dissatisfaction and the moderating role of influencer credibility. Using a quantitative, associative design, data were gathered from 250 respondents who had been exposed to negative influencer reviews of cosmetic products through purposive sampling. A structured questionnaire was administered, and the data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0. The results reveal that negative influencer reviews significantly weaken brand attitude, which subsequently increases consumer dissatisfaction and reduces brand loyalty. Brand attitude and dissatisfaction significantly mediate the relationship between negative reviews and brand loyalty, indicating that unfavorable influencer content can indirectly drive brand disloyalty through these psychological pathways. However, influencer credibility does not significantly moderate the impact of negative reviews on brand attitude. These findings highlight the critical role of managing e-WOM and monitoring influencer content to protect brand equity. For cosmetic brands, proactive communication strategies and consumer engagement are essential to mitigate the adverse effects of negative influencer reviews. The study contributes to digital marketing literature by integrating mediation and moderation mechanisms into the understanding of how negative e-WOM shapes brand loyalty.
The Role of Innovation Type and Startup Performance in Mediating the Influence of Entrepreneurial Intention on Business Sustainability Rizcho Louistama Setyana Putra; Kussudyarsana Kussudyarsana; Moechammad Nasir
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.v8i3.9000

Abstract

This study aims to determine whether innovation type and startup performance mediate the influence of entrepreneurial intention on business sustainability. This study is Explanatory Research with a Quantitative approach. The sample size of this study was 187 respondents. Using the SmartPLS software. Partial Least Square (PLS) was used to analyze the data in this study. The results of this study are Entrepreneurial Intention has a significant effect on Business Sustainability. Entrepreneurial Intention has a positive and significant effect on Innovation Type. Entrepreneurial Intention has a positive and significant effect on Startup Performance. Innovation Type has a positive and significant effect on Startup Performance. Innovation Type has a positive and significant effect on Business Sustainability. Startup Performance has a positive and significant effect on Business Sustainability. Innovation Type and Startup Performance can mediate the influence of Entrepreneurial Intention on Business Sustainability.
Digital Marketing Strategies to Enhance Corporate Competitiveness in the Environmental Consulting Services Industry Fikhar Athaurrahman Zada Sani; Kussudyarsana Kussudyarsana
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10956

Abstract

This study examines digital marketing strategies employed by PT Seema Electra Sejahtera to enhance corporate competitiveness in the environmental consulting services industry. A qualitative approach with an intrinsic case study design was adopted to obtain an in-depth understanding of the company's digital marketing practices within its organizational context. Data were collected through semi-structured interviews with the President Director, Marketing Manager, and marketing staff, supported by non-participant observation, documentary analysis, and tertiary sources. Data credibility was ensured through source and methodological triangulation, member checking, and an audit trail, while analysis followed the interactive model of Miles and Huberman, including data reduction, data display, and conclusion drawing. The findings reveal that the company utilizes its corporate website, social media platforms, and search engine optimization (SEO) to improve visibility, disseminate service information, and strengthen its professional image. However, digital marketing has not yet become the company's primary marketing strategy because project acquisition remains largely dependent on LPSE, e-procurement systems, professional networks, corporate reputation, service quality, and repeat clients. Although supported by competent human resources and adequate technological infrastructure, the effectiveness of digital marketing is constrained by limited dedicated personnel, inconsistent digital marketing management, and the absence of systematic performance evaluation. The study recommends strengthening digital marketing integration to improve organizational competitiveness.
Co-Authors Aan Sofyan Adelia Putri Istiqomah Aflit Nuryulia Praswati Aghnia Salma Salsabila Agus Setiawan, Anton Agustin Dwi Hastuti Ahmada Auliya Rahman Alean Kistiani Hegy Suryana Alean Kistiani Hegy Suryana Alfito Akbar Wibisono Anggorowati, Luki Sri Anggraini, Wahyu Putri Anggrayuda fajar Anggun Azizah Anggun, Nita Putri Anisya Cahyaningrum Annisa Annisa Antika, Mia Anton Agus Setiawan Anton Agus Setyawan Aprilia Galih Raka Siwi Arumugam G. Sithamparam Ayu Khoirotul Umaroh Ayu Sri Utami Ayuandira, Ririn Berliana, Rahma Novita Budi Santoso Cintaning Harda Pramita Clara Fadhilla Rahmawati Devi, Nur Yuliana Devia Putri Dewi Prasetya Rahayu Dimas Satriyo Wibowo Dwi Budi Santoso Dwi Putri Kinasih Dyah Widi Astuti Ebida Zakiya Edwin Zusrony Edy Purwo Saputro Eling Widiatmoko Endang Kustami Eneng Ilah Komalasari Erza Ramadhan, Demas Evana, Silvia Soba Evita Dhewi Hananti Fari Adi Prasetya Farid Wajdi Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Febrianti, Bella Fikhar Athaurrahman Zada Sani Firda Ainiya Firmansyah Firmansyah Firnanda Dwi Syahputra Fitriasari, Defita Gusva Nanda Prayoga Haidar Arief Satria Halim Hananti, Evita Dhewi Hasrini Hasrini Hastuti, Agustin Dwi Hidayah, Mahabbatul Huda Kurnia Maulana Ihsan Cahyo Utomo Ihwan Susila Imronudin Imronudin Imronudin Irfan Didi Wibowo Iwan Setiawan Adji Jannah, Zainur Miftakhul Jati Waskito Jufendri Kharina Febby Prabowo Labibah Hasna Syatiqa Laili Isrofa Lestari Rejeki Lestari Rejeki, Lestari Luki Sri Anggorowati Luki Sri Anggorowati Luluk Ria Rakhma Luqiana, Asyifa Lulu M. Farid Wajdi M. Rizki M. Sholahuddin M. Sholahudin Mahmudi Nur Arifin Mangestuti, Ratna Mai Mardriatama, Jati Shobri Maulaniya Nestri Setya Zhari Mia Antika Moechammad Nasir Muchlison Anis Muh Tasrif Muh. Tasrif Muhammad Alvin Danu Arta Muhammad Fahmi Johan Syah Muhammad Farhan Afifudin Muhammad Halim Maimun Muhammad Sholahuddin Muhriza, Nurul Muhtadi Muhtadi Mulyono, Afieina Maulida Munajat Tri Nugroho Munir, Alfarizqi Faliq Muzakar Isa Muzakar Isa Nais Irawati Naisha Rahma Indraswari Nala Putriana Haidir Rohmani Nani Irma Susanti Nani Irma Susanti Nindya Putri Maharani Novita Kusuma Rahmadhoni Nur Achmad Nur Ahmad Nur Ahmad, Nur Nur Yuliana Devi Nurhidayat Nurhidayat Nurul Muhriza Pandu Prashanantyo Prabowo, Kharina Febby Puro, Intan Widia Puspitasari, Anita Rahmad Ageng Handoko Rahmadhoni, Novita Kusuma Rahmawati, Clara Fadhilla Ram Vemuri Ramadhaningtyas, Novendra Frida Reni Nur Alviana Ricky Apriadi Rini Kuswati Ririn Ayuandira Riska Atqiyya Baroroh Rizcho Louistama Setyana Putra Rizky Oktaviani Isba Rohmani, Nala Putriana Haidir Ruruh Ayu Utami Ryan Styo Aji Prambudi Septiana Lisa Arumsari Shofiyyah K. Nisa Sholahudin, M. Sita Ningrum Sastri Dewi Soepatini Soeptaini Soeptaini Suranto Suranto Sutanto, Wullyatri Dewi Risma Suwito, Ghirrid Salsabila Syahputra, Firnanda Dwi Utami, Ayu Sri Utami, Ruruh Ayu Widi Utami, Dyah Widiatmoko, Eling Winda Linansya Yessy Bangkit Forma Zainur Miftakhul Jannah Zhari, Maulaniya Nestri Setya Zulaika Uma Hafizah Zulfa Irawati Zulfa Irawati, Zulfa