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All Journal Jurnal Intelektualita: Keislaman, Sosial, dan Sains Journal of Economic, Bussines and Accounting (COSTING) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) J-MAS (Jurnal Manajemen dan Sains) Alignment: Journal of Administration and Educational Management OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jurnal Administrasi dan Manajemen MANAJEMEN DEWANTARA Dinasti International Journal of Management Science Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Journal of Islamic Economic and Business Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) International Journal Of Science, Technology & Management (IJSTM) Ilomata International Journal of Management International Journal of Marketing and Human Resource Research International Journal of Community Service Jurnal Abdimas Kartika Wijayakusuma Journal of Social Research Jurnal Inovasi Masyarakat El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Hariyadi Triwahyu Putra
Universitas Jenderal Achmad Yani
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The Influence of Perceived Ethicality and Electronic Word of Mouth (E-WOM) on E-Loyalty through Customer E-Trust Wardah Compact Powder in Cimahi City Salma Aziizu; Hariyadi Triwahyu Putra
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countrie
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.11729

Abstract

The development of the digital cosmetics industry increases competition between brands, so companies need to understand the factors that shape customer e-loyalty. The decline in loyalty in Wardah solid powder products prompted this study to analyze the influence of perceived ethicality and electronic word of mouth (e-WOM) on e-loyalty through e-trust as a mediating variable in Wardah solid powder customers in Cimahi City. The study used a quantitative approach with a survey method of 120 respondents selected using convenience sampling. Data were analyzed using multiple regression and mediation tests. The results of the study show that perceived ethicality and e-WOM have a positive effect on e-trust, and e-trust has a positive effect on e-loyalty. E-trust is able to mediate the influence of perceived ethicality on e-loyalty, but does not mediate the influence of e-WOM on e-loyalty. This study concludes that increasing the perception of brand ethics and the quality of digital communication can strengthen customer trust and loyalty. The results of the study provide recommendations for PT Paragon Technology and Innovation to increase e-loyalty through strengthening ethical perception, e-WOM quality, e-trust, product quality consistency, privacy protection, clarity of information, complaint handling, and encouraging positive reviews on e-commerce platforms.
Co-Authors Adialita, Tania Ahmad, Lukni Burhanudin Aldy Wijaya Alif Fajar Suhendar Andreas Tri Hermawan Sinulingga Anggraeni, Devita Dwi Azhari, Anisa Listia Azzam Muhammad Rizki Desi Riyanti Desmiza, Desmiza Dhameria, Vita Dita Anggraeni Esi Fitriani Komara Firjatulloh, Faisa Saskara Genya Hergina Syabania Ghea Revina Wigantini Ginanjar Ginanjar Hanauli Junias Br. Sitorus Herawati, Siti Islami, Qhaerani Nurul Khairunnisa, Nur Fakhirah Mahendra, Serina Hesti Maulana Adam Pratama Milah, Irvan Saeful Mochamad Haikal Ardiansyah Muhamad Michael Atmaka Mulyawati, Ropita Ni Komang Prastiti Dewi Nurmansyah, Abdul Ahmad Hafidh Nurtjahjadi, Edi Rahardianto Rahardianto Rio Sahrul Herdiansyah Rizki Firdaus Rosmini Ramli Salma Aziizu Sani Kautsar Ibadurrahman Septiarini, Eka Shyfa Diana Yulianti Situmorang Sidiq, Muhamad Fazri Sigarlaki, Faizal Fardhani Sinta Nursilawati Sumiyati, Euis Eti Supriyadi, Cecep Surya Pratama Nugraha Wijaya, Aldy Wildan Firmansyah Yadi Yadi Ernawadi Zahra Aliya Hafizhoh Zain, Nabilla Fawwaz