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All Journal JEMPER (Jurnal Ekonomi Manajemen Perbankan) Equilibrium: Jurnal Ekonomi Syariah Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis
Abdillah, Fitriyadi
Unknown Affiliation
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Social Media Marketing and Brand Image as Determinant Factor of Purchase Decision Abdillah, Fitriyadi; Nugraha, Aa Willy
Jurnal Ekonomi Manajemen Perbankan Vol 6 No 1 (2024): JEMPER Januari - Juni
Publisher : Prodi Manajemen S1 dan D3 Keuangan & Perbankan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/jemper.v6i1.2730

Abstract

Marketing by using social media (social media marketing) has increased in this era. With the rapid development of technology, the internet has made it easier to access information and communicate across distances. This research aimed to analyze social media marketing and brand image on consumers’ purchase decisions of Mitra Emas Product of BJB Syariah Bank in Tasikmalaya Branch. The survey used a quantitative approach to explore the impact of independent variables on dependent variables. This study used 140 respondents as a sample with a simple random sample technique. The analytical technique was path analysis. This study showed that both social media marketing and brand image significantly impact consumers' purchase decisions of Mitra Emas products from BJB Syariah Bank, Tasikmalaya Branch, both individually and collectively.
Pengaruh Persaingan Bisnis dan Etika Bisnis Islam Terhadap Perilaku Pengusaha Bordir Kawalu Kota Tasikmalaya Abdillah, Fitriyadi; Nurafipah, Yulia
Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis (DImmensi) Vol 5 No 2 (2025): JURNAL DIMMENSI
Publisher : Prodi S1 Administrasi Bisnis Universitas Sangga Buana YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/dimmensi.v5i2.4325

Abstract

This research aims to analyze the influence of business competition and Islamic business ethics on the behavior of embroidery entrepreneurs in Kawalu, Tasikmalaya City. The research method used a quantitative approach with survey techniques through structured questionnaires. The research sample consisted of 200 embroidery entrepreneurs selected using purposive sampling technique from a total population of 1,056 entrepreneurs. Data were analyzed using multiple linear regression. The results showed that business competition (β=0.465; p<0.05) and Islamic business ethics (β=0.423; p<0.05) had positive and significant effects on the behavior of embroidery entrepreneurs, both partially and simultaneously (F=57.701; p<0.05). These findings imply the importance of developing a healthy business environment and implementing Islamic ethical values in business operations to enhance the competitiveness of the embroidery industry. This research contributes to the development of coaching strategies for embroidery entrepreneurs that emphasize the balance between competition and ethical values in business practices.
Mediating Role of Trust in Celebrity Endorsements and Millennial Purchases of Halal Tourism Packages Nugraha, Aa Willy; Abdullah, Yusuf; Abdillah, Fitriyadi; Maulana, Lutfi
EQUILIBRIUM Vol 12, No 2 (2024): EQUILIBRIUM
Publisher : Prodi Ekonomi Syariah Pascasarjana IAIN Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21043/equilibrium.v12i2.28712

Abstract

The millennial generation is an active user of social media and is often exposed to promotional content from celebrities or influencers. While celebrity endorsements can increase exposure, not all endorsements are effective in driving purchase decisions. Thus, trust is the main factor that connects celebrity endorsements with purchase decisions. This research aimed to determine celebrity endorsement in improving the purchase of halal tourism packages and analyzing the mediation of trust in purchase decisions. This study used a quantitative survey method. The data analysis technique employed the Structural Equation Modeling method using purposive sampling. Respondents were selected based on age and social media users who made purchases of halal tour packages. The exclusion criteria included individuals who were only interested in or considering buying but had never traveled halal before, as they were not included as research respondents. The number of research samples was 130 participants. The study indicated that celebrity endorsers significantly influence millennial purchase decisions by mediating the trust variable on halal tourism packages. This study focuses on West Java millennials, limiting generalizability. Future research must expand to other regions and analyze the long-term trust effects that could enhance the understanding of halal tourism purchasing behavior. This finding contributed to halal tourism providers implementing effective marketing through social media optimization to encourage increasing sales.
Co-Authors Maulana, Lutfi Nugraha, Aa Willy Nurafipah, Yulia Yusuf Abdullah