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All Journal Dalwa Islamic Economic Studies: Jurnal Ekonomi Syariah Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Reni Ria Armayani Hasibuan
Universitas Islam Negeri Sumatera Utara, Medan
Religion Economics, Econometrics & Finance Other

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Cosmetic Purchasing Decisions with Brand Image as An Intervening Variable Salsabilla Siagian; Fauzi Arif Lubis; Reni Ria Armayani Hasibuan
Jurnal Ekonomi, Bisnis & Entrepreneurship Vol. 18 No. 2 (2024): Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Publisher : Pusat Penelitian dan Pengabdian Pada Masyarakat (P3M) STIE Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55208/s77rjp56

Abstract

Cosmetic advertisements on social media easily influence many college students, so they buy cosmetics without paying attention to the product's safety. This study aims to analyze the influence of beauty influencer variables, product quality and halal labelling on cosmetic purchasing decisions that are intervened through brand image variables. The type of research used is quantitative research with a causality research design. The population in this study is 310 respondents. Using the random sampling technique, 76 people were sampled. The data analysis technique used is path analysis. The results showed that the beauty influencer variables and halal labelling partially did not affect cosmetic purchasing decisions. However, product quality and brand image significantly affected cosmetic purchasing decisions. The variables of beauty influencers and product quality affect the brand image of cosmetics, while halal labelling does not affect the brand image of cosmetics. When intervened with the brand image variable, the two variables, beauty influencers and product quality, affect cosmetic purchasing decisions. Meanwhile, halal labelling does not affect cosmetic purchasing decisions. The implications of these results are crucial for marketers and brand managers in the cosmetic industry. Emphasizing product quality and cultivating a strong brand image can enhance purchasing decisions among consumers, particularly in a market influenced by social media. Additionally, while beauty influencers may not directly drive purchases, their impact on brand image cannot be overlooked. Companies should focus on forging relationships with reputable influencers who can authentically enhance brand perception. Future research could also explore the potential long-term effects of these variables on consumer behavior and preferences in the ever-evolving landscape of cosmetic marketing.
Analysis of MSME Development in the Digital Era Using the Business Model Canvas from an Islamic Economic Perspective Tria Manda Sari; Reni Ria Armayani Hasibuan; Nurbaiti Nurbaiti
Dalwa Islamic Economic Studies: Jurnal Ekonomi Syariah Vol. 5 No. 1 (2026): June
Publisher : Program Studi Ekonomi Syariah Institut Agama Islam Darullughah Wadda'wah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38073/dies.v5i1.5053

Abstract

Micro, Small, and Medium Enterprises (MSMEs) have significant potential to leverage technology to expand their markets and become more competitive in the digital era. This study uses the Business Model Canvas (BMC) approach to examine MSME development strategies in the digital era within the Medan Orang Bazar Community. A descriptive qualitative research methodology was employed, and information was collected through observation, interviews, and documentation. The Miles and Huberman model was used to analyze the data. The results indicate that the MSME development plan within the Medan Orang Bazar Community centers on maximizing the nine components of the Business Model Canvas. Young individuals and young families active on social media constitute this customer segment, offering distinctive local goods at affordable prices and attractive packaging. The plan was developed in collaboration with local communities and influencers, and using digital platforms such as Shopee, Instagram, and TikTok. Active engagement on social media and loyalty programs maintain customer relationships. This approach demonstrates how MSMEs can utilize the Business Model Canvas as a roadmap to develop their companies creatively, effectively, and sustainably in the digital era. The findings also revealed that some MSMEs in this community inherently apply Islamic business principles, particularly in terms of offering halal products, honest promotional practices, and community-based economic empowerment (taʿawun), indicating that the BMC framework can be complemented with a sharia-based business development perspective.
Co-Authors Arifin Fauzi Lubis Nurbaiti Nurbaiti Salsabilla Siagian Tria Manda Sari