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All Journal Journal of Halal Research, Policy, and Industry JOURNAL OF COMMUNITY SERVICE AND APPLICATION SCIENCE (JCSAS)
Lusia Putri, Siska
Unknown Affiliation
Religion Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Public Health

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Utilization of Digital Marketing & Content Creator for Promotion of Entrepreneurship: Pemanfaatan Digital Marketing & Content Creator untuk Promosi Kewirausahaan Lusia Putri, Siska; Lucy Chairoel; Tri Rachmat Riski; Febri Rahadi; Nabila Safira; M. Siddiq Partiti; Nuzulya Iqwa Suriani
Journal of Community Service and Application of Science Vol. 3 No. 1 (2024): JOURNAL OF COMMUNITY SERVICE AND APPLICATION SCIENCE (JCSAS)
Publisher : KPN Kopertis X

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62769/yejag558

Abstract

Technological developments, the use of smartphones and internet access provide innovation in marketing activities. Entrepreneurs have new strategies in marketing the goods they produce which were originally marketed offline and can then be marketed online. Online marketing is one of the digital marketing strategies. Digital marketing activities are an important point in entrepreneurship promotion activities, considering that all forms of activity, especially in the business sector, have gone through the digitalization stage, so understanding in the digital marketing process must be improved so that they are not left behind and goals can continue to be achieved. The use of digital marketing is needed to improve the entrepreneurial marketing skills of students at SMA 7 Padang, SMK 4 Padang, and SMA 3 Tebo, so that students can implement digital marketing and be able to increase their business potential. Digital marketing involves starting from content creation, placing online advertisements, website optimization, email marketing, relations with online media, to becoming a social media admin. One application of digital marketing in business is content creation. This activity provides guidance regarding digital marketing strategies using content creation methods via social media platforms.
The Power Of Muslim Influencers On Purchase Intention Toward Wardah Cosmetics Idaman, Northa; Iqbal Fasa, Muhammad; Lusia Putri, Siska
Journal of Halal Research, Policy, and Industry Vol. 4 No. 1 (2025): Journal of Halal Research, Policy, and Industry : July
Publisher : UNIVERSITAS NAHDLATUL ULAMA SURABAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/jhrpi.v4i1.7407

Abstract

This study investigates the influence of Muslim influencer characteristics trustworthiness, familiarity, and expertise—on purchase intention toward Wardah cosmetic products on social media. Wardah, as a halalcertified cosmetic brand, relies heavily on influencer marketing to reach its target market of Muslim consumers. Using a quantitative research design, data were collected through an online questionnaire distributed to 150 purposively selected respondents who follow Muslim beauty influencers and are familiar with the Wardah brand. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all three variables trustworthiness, familiarity, and expertise have a positive and significant effect on purchase intention. Among them, trustworthiness shows the strongest influence, highlighting the importance of perceived honesty and ethical alignment between the influencer and their audience. This study contributes to the literature on influencer marketing in the halal cosmetics sector and provides practical insights for brands aiming to build effective partnerships with Muslim influencers. Selecting influencers who are not only popular but also credible, familiar, and expert in their field is crucial for shaping consumer trust and driving purchase behavior in religiously conscious markets.
Co-Authors Febri Rahadi Lucy Chairoel M. Siddiq Partiti Muhammad Iqbal Fasa NABILA SAFIRA Northa Idaman Nuzulya Iqwa Suriani Riski, Tri Rachmat