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Intervening Role of Brand Image in Purchasing Decisions: Path Analysis Utami, Neni; Sujianto, Agus Eko; Asiyah, Binti Nur; Jamaludin, Husna Binti
EQUILIBRIUM Vol 12, No 1 (2024): EQUILIBRIUM
Publisher : Prodi Ekonomi Syariah Pascasarjana IAIN Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21043/equilibrium.v12i1.25916

This study aims to analyze the influence of digital marketing and e-wom on purchasing decisions for halal cosmetic products on gen z in Blitar city, as well as the intervening influence of brand image between digital marketing and e-wom on purchasing decisions for halal cosmetic products on gen z. The novelty of this research lies in the research location, namely in Blitar city. Data was collected by distributing questionnaires measured on a 5-point Likert scale to 250 Gen Z in Blitar City who purchased halal cosmetic products at least twice in the last 6 months. The collected research data were subjected to research instrument tests, classical assumption tests, path tests, and hypothesis tests. The results showed that digital marketing and brand image have an effect on purchasing decisions, e-wom has no impact on buying decisions, and brand image can intervene in the influence between digital marketing and e-wom on purchasing decisions. The results of this study contribute as evaluation material for companies to pay more attention to e-wom by improving sales services, collaborating with content creators in reviewing products, building online communities, and holding events that can provoke consumers to share their best experiences in using products to increase the number and quality of reviews related to halal cosmetics both on social media and shopping platforms so that potential consumers feel they are taking the right steps by making a purchase.

Intervening Role of Brand Image in Purchasing Decisions: Path Analysis Utami, Neni; Sujianto, Agus Eko; Asiyah, Binti Nur; Jamaludin, Husna Binti
EQUILIBRIUM Vol 12, No 1 (2024): EQUILIBRIUM
Publisher : Prodi Ekonomi Syariah Pascasarjana IAIN Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21043/equilibrium.v12i1.25916

This study aims to analyze the influence of digital marketing and e-wom on purchasing decisions for halal cosmetic products on gen z in Blitar city, as well as the intervening influence of brand image between digital marketing and e-wom on purchasing decisions for halal cosmetic products on gen z. The novelty of this research lies in the research location, namely in Blitar city. Data was collected by distributing questionnaires measured on a 5-point Likert scale to 250 Gen Z in Blitar City who purchased halal cosmetic products at least twice in the last 6 months. The collected research data were subjected to research instrument tests, classical assumption tests, path tests, and hypothesis tests. The results showed that digital marketing and brand image have an effect on purchasing decisions, e-wom has no impact on buying decisions, and brand image can intervene in the influence between digital marketing and e-wom on purchasing decisions. The results of this study contribute as evaluation material for companies to pay more attention to e-wom by improving sales services, collaborating with content creators in reviewing products, building online communities, and holding events that can provoke consumers to share their best experiences in using products to increase the number and quality of reviews related to halal cosmetics both on social media and shopping platforms so that potential consumers feel they are taking the right steps by making a purchase.

Pengaruh Pembiayaan Ar-Rahn dan Harga Emas Terhadap Profitabilitas Pegadaian Syariah di Indonesia Tahun 2018-2022 Rinawati, Yuni; Utami, Neni; Putro, Pera Wibowo; Aldianto, Fahmi Alif
Ecopreneur : Jurnal Ekonomi dan Bisnis Islam Vol. 4 No. 2 (2023): Ecopreneur : Jurnal Ekonomi dan Bisnis Islam
Publisher : Institute of Research and Community Service at Islamic University of Bunga Bangsa Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar

Differences in the results of research conducted by previous researchers regarding the effect of ar-rahn financing and gold prices on profitability, the purpose of this study is to re-examine how the effect of ar-rahn financing and gold prices on the profitability of sharia pawnshops in Indonesia. This type of research is quantitative with time series data, namely in 2018-2022. The data used is in the form of monthly data so that the amount of data obtained is 60 data. This research data testing tool uses SPSS26. The results of this study indicate that partially ar-rahn financing and gold prices have no significant effect on the profitability of pawnshops in Indonesia. The financing variable has a negative direction, while the gold price has a positive direction. This is also the same as the simultaneous test showing that ar-rahn financing and gold prices have no significant effect on the profitability of sharia pawnshops in Indonesia in 2018-2022.Keywords: Ar-Rahn Financing, Gold Price, ROA Abstrak Perbedaan hasil penelitian yang dilakukan oleh peneliti sebelumnya tentang pengaruh pembiayaan ar-rahn dan harga emas terhadap profitabilitas, maka tujuan dari penelitian ini ialah untuk menguji kembali bagaimana pengaruh pembiayaan ar-rahn dan harga emas terhadap profitabilitas pegadaian syariah di Indonesia. Jenis penelitian ini adalah kuantitatif dengan data time series yaitu pada tahun 2018-2022. Data yang digunakan berupa data bulanan sehingga jumlah data yang didapatkan sebanyak 60 data. Alat bantu pengujian data penelitian ini menggunakan SPSS26. Hasil penelitian ini menunjukkan bahwa secara parsial pembiayaan ar-rahn dan harga emas tidak berpengaruh signifikan terhadap profitabilitas pegadaian di Indonesia. Pada Variabel pembiayaan dengan arah negatif, sedangkan pada harga emas dengan arah positif Hal ini juga sama pada uji secara simultan menunjukkan bahwa pembiayaan ar-rahn dan harga emas tidak berpengaruh signifikan terhadap profitabilitas pegadaian syariah di Indonesia tahun 2018-2022. Kata Kunci : Pembiayaan Ar-Rahn, Harga Emas, ROA

Islamic Branding: Analisis Pengaruh Brand Identity Terhadap Brand Awareness Wardah Kosmetik utami, neni; sujianto, agus eko
Jurnal Justisia Ekonomika: Magister Hukum Ekonomi Syariah Vol 7 No 1 (2023): Juni 2023
Publisher : Universitas Muhammadiyah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/justeko.v7i1.18058

Â This study aimed to examine the effect of Brand Identity on Brand Awareness among ASNs in Blitar Regency. The population used was 105 populations with 86 samples that fit the criteria, namely ASN and users of wardah cosmetics. Primary data is taken using a questionnaire distribution with a Likert scale of 1-5. The approach used is an associative quantitative approach. The tests carried out are validity tests, reliability tests, normality tests, simple regression tests, hypothesis tests, and coefficient of determination tests. The results of this study indicate that Brand Identity has a positive and significant effect on Brand Awareness of Wardah cosmetic products by 38.4%.Â Keywords: Cosmetic Industry, Islamic Branding, Brand Identity, Brand Awareness

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