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All Journal Al-Kharaj: Journal of Islamic Economic and Business E-JRM
Nila Kusumawati
Universitas Islam Malang
Economics, Econometrics & Finance

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Pengaruh Celebrity Endorser, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Kosmetik Wardah (Studi Kasus Pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Islam Malang Angkatan 2019) Nila Kusumawati; Siti Asiyah; Alfian Budi Primanto
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 12 No. 02
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The purpose of this study is to determine and analyze the Influence of Celebrity Endorsers, Brand Image and Product Quality on Purchasing Decisions on Wardah Cosmetic Products (Case Study on Students of the Faculty of Economics and Business, Islamic University of Malang, Class of 2019). This study used quantitative research methods using questionnaires with a Likert scale of 1-5. The population in this study was female students who had bought and used Wardah cosmetic products. The data collection technique uses nonprobability sampling, namely by purposive sampling techniques. The sample in this study amounted to 65 respondents. Data analysis techniques use research instrument tests, classical assumption tests, multiple regression analysis tests, f tests and t tests and determination coefficient tests. As data collection material analyzed with the help of IBL SPSS Statistics software. The results of this study show that celebrity endorsers have a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions and product quality has a significant effect on purchasing decisions. Keywords: Celebrity Endorser, Brand Image, Product Quality, and Purchasing Decision.
The Influence Of Relationship Marketing And E-Service Quality On Customer Loyalty Through Customer Satisfaction Nila Kusumawati; Siti Asiyah; Muhammad Agus Salim
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (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.v8i2.10289

Abstract

This study aims to analyze the effect of relationship marketing and e-service quality on customer loyalty through customer satisfaction among Shopee users in Malang City. The rapid development of e-commerce has increased competition among platforms, making customer loyalty an important factor for business sustainability. Therefore, companies need to understand the factors that influence customer loyalty. This research uses a quantitative approach with a survey method. Data were collected through online questionnaires distributed to 112 respondents using purposive sampling techniques. The analysis method used Partial Least Square (PLS) to test the relationship between variables. The results show that relationship marketing has a positive and significant effect on customer satisfaction, while e-service quality does not significantly affect customer satisfaction. Furthermore, e-service quality and customer satisfaction have a positive and significant effect on customer loyalty. However, relationship marketing does not directly affect customer loyalty. Customer satisfaction is proven to mediate the relationship between relationship marketing and customer loyalty, but it does not mediate the effect of e-service quality on customer loyalty. The findings indicate that customer satisfaction plays a crucial role in strengthening customer loyalty. Companies are advised to focus on improving relationship marketing strategies and enhancing customer experience to maintain long-term loyalty.
Co-Authors Alfian Budi Primanto Muhammad Agus Salim Siti Asiyah