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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis IJoLE: International Journal of Language Education Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi JURNAL PRODUKTIVITAS Dinasti International Journal of Education Management and Social Science Jurnal Abdi Insani Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Journal of Research in Social Science and Humanities Prosiding University Research Colloquium International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) JURNAL RUMPUN MANAJEMEN DAN EKONOMI Jurnal Bisnis dan Kewirausahaan IJBAE
Yasir Hudzaifah
Universitas Muhammadiyah Pontianak
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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BUILDING CONSUMER LOYALTY IN HALAL COSMETICS: THE INTEGRATION OF QUALITY, BRAND IMAGE, TRUST, AND SATISFACTION Yasir Hudzaifah; Joko Susilo; Tasya Syawa Amalia
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 3 (2026): June
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i3.795

Abstract

This study aims to examine and analyze the mediating role of customer satisfaction in the influence of brand image, consumer trust, and product quality on consumer loyalty among users of halal skincare and cosmetic products. This quantitative research employs the Partial Least Square - Structural Equation Modeling (PLS-SEM) approach via SmartPLS software. The direct effect test results indicate that brand image and product quality consistently have a positive and significant impact on both customer satisfaction and consumer loyalty. Customer satisfaction is also proven to have a positive and highly significant influence on consumer loyalty. Conversely, the consumer trust variable is found to have no significant effect on either satisfaction or loyalty. Furthermore, the indirect effect testing confirms that customer satisfaction significantly mediates the influence of brand image and product quality on consumer loyalty. However, customer satisfaction is unable to significantly mediate the relationship between consumer trust and consumer loyalty. In conclusion, to build long-term loyalty in the halal cosmetics industry, companies must focus on enhancing product quality and brand image that can effectively create customer satisfaction, as trust alone has become a baseline requirement that is no longer sufficient to bind consumers.
Understanding Consumer Purchase Decisions on TikTok Shop: The Role of Digital Trust Mediation in Live Streaming and Customer Engagement Yasir Hudzaifah; Joko Susilo
Jurnal Bisnis dan Kewirausahaan Vol 3 No 2 (2026): July
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/kdrtew96

Abstract

The rapid growth of social commerce has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt digital marketing strategies through live streaming platforms such as TikTok Shop. This study aims to analyze the effect of live streaming and customer engagement on purchase decisions with digital trust as a mediating variable among TikTok Shop users. This research employed a quantitative approach using explanatory research design. Data were collected through online questionnaires distributed to 150 respondents who had purchased MSME products through TikTok Shop live streaming. The sampling technique used purposive sampling. Data analysis was conducted using Structural Equation Modeling-Analysis of Moment Structure (SEM-AMOS) with AMOS 21 software. The results showed that live streaming and customer engagement had a positive and significant effect on purchase decisions. In addition, live streaming and customer engagement were also proven to significantly influence digital trust. Digital trust had a positive and significant effect on purchase decisions and successfully mediated the relationship between live streaming and customer engagement toward purchase decisions. These findings indicate that digital trust plays a strategic role in strengthening the effectiveness of social commerce marketing on TikTok Shop. This study contributes theoretically to the development of digital marketing and social commerce literature, particularly regarding the mediating role of digital trust in online consumer behavior. Practically, the findings provide recommendations for MSMEs to optimize interactive live streaming, increase customer engagement, and strengthen consumer trust to improve purchase decisions in digital commerce platforms.
Halal Awareness, Brand Image, and Viral Marketing: Three Key Factors Influencing Purchasing Decisions for Halal Skin Care and Cosmetics Products in Pontianak Yasir Hudzaifah; Wulan Purnama Sari; Risa Andriyani
EKUILIBRIUM : JURNAL ILMIAH BIDANG ILMU EKONOMI Vol 19 No 1 (2024): March
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/ekuilibrium.v19i1.2024.pp42-58

Abstract

This research aims to determine the influence of halal awareness, brand image, and viral marketing on the purchasing decisions of halal skincare and cosmetic products (a study on Generation Z in  the environment of Muhammadiyah University Pontianak). The research is conducted within the Muhammadiyah University Pontianak environment. The population of this study includes all students of Muhammadiyah University Pontianak born between the years 1995-2010. The sample for this research consists of 200 students from Muhammadiyah University Pontianak. The data collection technique used is a questionnaire employing a Likert scale. The data analysis technique in this research uses Structural Equation Modeling (SEM) PLS with the SmartPLS Version 3.2.9 program. The results of this research show that halal awareness and brand image do not have a significant influence on purchasing decisions, whereas viral marketing has a positive and significant impact on purchasing decisions for halal skincare and cosmetic products among Generation Z in the Muhammadiyah University Pontianak environment. This study contributes theoretically by exploring the influence of halal product awareness, brand image, and viral marketing variables on purchasing decisions among Generation Z in a university setting. The findings enhance insights into academic literature related to halal skincare and cosmetics, even though halal product awareness and brand image are not significant. Practically, these findings provide guidance for industry practitioners to enhance marketing strategies, especially in the context of viral marketing that has proven to have a positive impact on purchasing decisions. The novelty of the research lies in its focus on Generation Z and the use of the Structural Equation Modeling (SEM) PLS analysis method, contributing to theoretical, practical, and methodological understanding in the context of marketing halal skincare and cosmetic products among Generation Z in a university environment.
Co-Authors Adlim Dwi Fatmoko Akmaliyah Akmaliyah Amalia, Tasya Syawa Amiq Amiq Amiq Amiq Apri Rahmadi Aqila, Mu’Amar Zaki Dhafa Alvin Suhendra Abirama Edi Setiawan Edi Setiawan Erga Ofiananda Pratama Habib Kodhim Setiawan Hapsari, Yhupi Maya Indra Surya Permana Irwan Dwi Julianto Joko Susilo Joko Susilo Joko Susilo Mohammad, Ridho Rosyid Mursalin . Nisrina Ulfah, Nisrina Pamungkas, Muhammad Ibnu Putra, Kiki Pradana Ravinazan Ravinazan Ravinazan, Ravinazan Ripa Sriyanti Risa Andriyani Rizky, Fitri Nur Romi Ferdian Setiawan, Habib Kodhim Shagita Irbawiyanti Tasya Syawa Amalia Tia Kristiyani Vivi Julia Anggraini Windi Rika Julitia Wulan Purnama Sari Wulan Purnama Sari Yeni Yeni Yhupi Maya Hapsari Yuyun Yuyun Zainur Ikhsan Zalifa Nuri Zalifa Nuri