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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Anita Asnawi
Universitas Dr Soetomo
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Customer Experience dan Brand Image terhadap Word of Mouth Marketing di Ahass Sumber Rejeki Baru Kenjeran Surabaya Herdito Al Ghifari R.M.; Andry Herawati; Anita Asnawi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 4 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i4.11641

Abstract

The increasing population of motor vehicles in Indonesia compels after-sales service providers to improve marketing tactics based on recommendations to maintain market share. This study aims to analyze and explain the significance of the influence of customer experience and brand image on the effectiveness of Word of Mouth (WOM) marketing among customers of the AHASS Sumber Rejeki Baru Kenjeran workshop in Surabaya. Employing a quantitative approach, data were collected via electronic questionnaires from 160 respondents selected using the Slovin formula. Instrument testing (validity and reliability), multiple linear regression analysis to test hypotheses partially (t-test) and concurrently (F-test), and traditional assumption tests (normality, linearity, heteroscedasticity, and multicollinearity) were among the data analysis techniques used. This study finds the regression equation Y = 0.121 + 0.463X₁ + 0.507X₂ reveal that both customer experience and brand image have a favorable and noteworthy impact on WOM. Empirical findings indicate that brand image is the variable that dominates in triggering customer recommendation behavior, supported by a high coefficient of determination (R-squared) of 83.9%. This study concludes that strengthening the synergy between satisfying service experiences and a robust institutional image is key to expanding customer-based promotional reach within the automotive sector.
Pengaruh Kualitas Produk, Harga dan Testimonial terhadap Keputusan Pembelian Sepeda Listrik di Surabaya Irma Kariri Ngadang; Anita Asnawi; Mochammad Arfani; Liling Listyawati
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 10 (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.v7i10.9546

Abstract

This study is designed to explore the extent to which product quality, price, and testimonials influence consumer purchasing decisions for electric bicycles in the city of Surabaya. The growing awareness of environmentally friendly transportation has driven the expansion of the electric bicycle market in urban areas. A quantitative approach was employed through a survey method, with data collected using closed-ended questionnaires distributed to 100 electric bicycle consumers. The independent variables in this research include product quality (X1), price (X2), and testimonials (X3), while the dependent variable is purchasing decision (Y). The results of multiple linear regression analysis reveal that, collectively, the three independent variables significantly influence consumer purchasing decisions (F = 153.218; p < 0.001). However, when examined individually, only testimonials showed a statistically significant effect (p < 0.001), while product quality and price did not exhibit a meaningful influence (p > 0.05). The coefficient of determination (R²) was found to be 0.827, indicating that the model explains 82.7% of the variation in purchasing decisions. The findings highlight testimonials as the most dominant factor (β = 0.679), suggesting that businesses should adopt digital testimonial-based marketing strategies to strengthen consumer trust.
Work–Life Balance, Lingkungan Kerja, dan Kesehatan Mental Sebagai Prediktor Kinerja: Peran Mediasi Kepuasan Kerja pada Ruko Araya Tahap 1 Surabaya Nova Alfina; Anita Asnawi; Andry Herawati; Galuh Ajeng Ayuningtyas
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 2 (2026): 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.v8i2.10446

Abstract

The phenomenon of high work pressure and the instability of the psychological condition of employees in small businesses prompts the need for a comprehensive study of the factors that shape their performance. This study aims to analyze the influence of work-life balance (WLB), work environment (WE), and mental health (MH) on employee performance (WP), with job satisfaction (JS) as a mediating variable in employees working at Ruko Araya Phase 1 Surabaya. The quantitative method was used through the distribution of questionnaires to 109 respondents, which were then analyzed using Structural Equation Modelling (SEM). The results showed that WLB and MH had a significant effect on JS, while WE did not show a significant effect. JS has proven to be instrumental in improving WP and mediating the relationship between WLB and WP. On the other hand, MH affects performance directly or indirectly through JS. These findings confirm that the psychological aspect of employees has a more dominant role than structural conditions in the small business environment. The practical implications of this study emphasize the importance of policies that support work-life balance and mental health to sustainably strengthen employee satisfaction and productivity.
Efek Digital Work Environment terhadap Innovative Work Behavior: Peran Mediasi Employee Engagement dan Moderasi Work Distress pada UMKM Kuliner Surabaya Anita Asnawi; Sri Utami Ady
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 1 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i1.10437

Abstract

In the era of digital transformation, small businesses increasingly depend on technology to enhance efficiency and foster innovation. This study investigates how digital work environments (DWE) influence innovative work behaviour (IWB) among employees of culinary MSMEs in Surabaya, Indonesia, with employee engagement (EE) as a mediator and work distress (WD) as a moderator. Based on the Job Demands–Resources (JD–R) framework, data from 156 respondents were analyzed using SmartPLS 3. Results show that DWE strongly promotes EE, which subsequently drives IWB, confirming partial mediation. However, DWE has no direct effect on innovation, indicating that digital systems stimulate creativity mainly through psychological engagement. WD negatively affects innovation but does not moderate the EE–IWB link. These findings illustrate a dual mechanism within JD–R theory, where digital environments act as motivational resources while distress independently hinders creativity. The study enriches understanding of JD–R dynamics in digitalized MSMEs and highlights the importance of balancing technology, engagement, and well-being to sustain innovation.
Pengaruh Customer Experience dan Brand Image terhadap Word of Mouth Marketing di Ahass Sumber Rejeki Baru Kenjeran Surabaya Herdito Al Ghifari R.M.; Andry Herawati; Anita Asnawi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 4 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i4.11641

Abstract

The increasing population of motor vehicles in Indonesia compels after-sales service providers to improve marketing tactics based on recommendations to maintain market share. This study aims to analyze and explain the significance of the influence of customer experience and brand image on the effectiveness of Word of Mouth (WOM) marketing among customers of the AHASS Sumber Rejeki Baru Kenjeran workshop in Surabaya. Employing a quantitative approach, data were collected via electronic questionnaires from 160 respondents selected using the Slovin formula. Instrument testing (validity and reliability), multiple linear regression analysis to test hypotheses partially (t-test) and concurrently (F-test), and traditional assumption tests (normality, linearity, heteroscedasticity, and multicollinearity) were among the data analysis techniques used. This study finds the regression equation Y = 0.121 + 0.463X₁ + 0.507X₂ reveal that both customer experience and brand image have a favorable and noteworthy impact on WOM. Empirical findings indicate that brand image is the variable that dominates in triggering customer recommendation behavior, supported by a high coefficient of determination (R-squared) of 83.9%. This study concludes that strengthening the synergy between satisfying service experiences and a robust institutional image is key to expanding customer-based promotional reach within the automotive sector.
Co-Authors Andry Herawati Galuh Ajeng Ayuningtyas Herdito Al Ghifari R.M. Irma Kariri Ngadang Liling Listyawati Mochammad Arfani Nova Alfina SRI UTAMI ADY