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All Journal Jurnal Pengabdian Pada Masyarakat Indonesia (JPPMI) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Nurrasyid, Akbar Dwi
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Peran Inspiratif Elzatta Hijab dalam Mendorong Peningkatan Penggunaan Busana Muslim di Kota Bandung Nurrasyid, Akbar Dwi; Fauziah, Sumainah
Jurnal Pengabdian Pada Masyarakat Indonesia Vol 2 No 4 (2023): Agustus : Jurnal Pengabdian Pada Masyarakat Indonesia
Publisher : Universitas Gajah Putih, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55542/jppmi.v2i4.741

Abstract

This article discusses the role of the Elzatta Hijab brand in increasing the use of Muslim fashion in the city of Bandung. Elzatta Hijab has created inspiring fashion trends and blended modern designs with traditional values ​​in Muslim fashion. Through effective marketing strategies, including the use of social media, participation in events, collaboration with designers, as well as the existence of physical stores and online platforms, Elzatta Hijab has succeeded in influencing the trend and use of Muslim fashion in the city of Bandung. The impact of using the Elzatta Hijab Muslim dress on the religious and cultural identity of the people of Bandung City is also significant, with the strengthening of religious identity, respect for local wisdom, and adaptation in Muslim dress traditions. In conclusion, Elzatta Hijab has made a positive contribution in increasing the use of Muslim clothing in the city of Bandung and strengthening community identity.
Pengaruh Social Media Marketing Activities, Influencer Marketing, dan Brand Image Terhadap Brand Loyalty di Instagram @elzattahijab Nurrasyid, Akbar Dwi; Azizah, Nurul
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 1 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i1.4972

Abstract

This study aims to examine the impact of social media marketing activities (SMMA), influencer marketing, and the influence of brand image on brand loyalty for Elzatta Hijab's Muslim fashion products. Using a systematic quantitative approach, data was collected through closed-ended questionnaires from 204 followers of Elzatta Hijab's Instagram account who met specific criteria. The data analysis method employed in this study was multiple linear regression, with the analysis conducted using SPSS 26 for Mac. The results show that all three variables have a significant impact on brand loyalty, both simultaneously and partially. These findings emphasize the importance of digital marketing strategies in building and maintaining brand loyalty, with influencer marketing being the most dominant factor affecting brand loyalty. The study recommends that companies continue to enhance the quality of their social media marketing activities, collaborate with relevant influencers, and maintain a positive brand image to stay competitive in the market.
Co-Authors Fauziah, Sumainah NURUL AZIZAH