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All Journal Journal of Islamic Economics and Finance Jurnal Ekonomi dan Pembangunan Indonesia IPSSJ
Adhi Prapaskah Hartadi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences

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Analisis Pengaruh Halal Brand Awareness, Viral Marketing dan Service Quality Terhadap Brand Image Coffee Shop di Kota Tasikmalaya Alwan Azis Mustafa; Adhi Prapaskah Hartadi; Cupian Cupian
Journal of Islamic Economics and Finance Vol. 3 No. 2 (2025): Mei: Journal of Islamic Economics and Finance
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/jureksi.v3i2.2472

Abstract

Coffee shops have grown rapidly as part of a modern lifestyle, particularly in Tasikmalaya City, which is known as a city of Islamic boarding schools with a majority Muslim population and high religiosity. However, there are still many coffee shops in the city that have not been registered for halal certification, leading to confusion among Muslim consumers regarding what is permissible to consume according to sharia law. This issue highlights the need for clear information on halal products to help Muslim consumers make informed choices when visiting coffee shops. Therefore, the purpose of this study is to examine the effect of halal brand awareness, viral marketing, and service quality on the brand image of coffee shops in Tasikmalaya City. The study uses a quantitative approach with a survey method. Data were collected through questionnaires, which were distributed both online and directly to Muslim generation Z coffee shop consumers in Tasikmalaya City, with a total of 131 respondents. The sampling method used was purposive sampling. Data analysis was conducted using the Structural Equation Modeling (SEM) technique with the help of SmartPLS 4 software. The results of the study indicate that halal brand awareness, viral marketing, and service quality have a positive and significant effect on the brand image of coffee shops in Tasikmalaya City. These findings suggest that improving halal brand awareness, leveraging viral marketing strategies, and providing excellent service quality are essential for enhancing the brand image and attracting more Muslim consumers to coffee shops in the city.
Pengaruh Sertifikat Halal, Kualitas Produk dan Strategi Pemasaran Terhadap Penjualan Produk Makanan Home Industry Sania Rizki Maharani; Cupian Cupian; Adhi Prapaskah Hartadi
Jurnal Ekonomi dan Pembangunan Indonesia Vol. 3 No. 2 (2025): Mei : Jurnal Ekonomi dan Pembangunan Indonesia
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jepi.v3i2.1332

Abstract

This study focuses on examining the impact of halal certification, product quality, and marketing strategy on the sales of Home Industry food products. A descriptive quantitative approach was adopted to analyze the relationship between variables. Data were collected through questionnaires distributed to 170 respondents who were food product business actors Home Industry in Sariwangi District, Tasikmalaya Regency, West Java Province. The collected data were analyzed using the Structural Equation Modeling method with a Partial Least Squares (PLS-SEM) approach. The results show that both halal certification and marketing strategy have a significant positive effect on sales of Home Industry food products. Meanwhile, product quality does not show a significant effect on sales. The study also indicates that halal certification has the strongest influence on sales compared to the other variables.
RANCANGAN  STRATEGI PEMASARAN DIGITAL UNTUK MENINGKATKAN BRAND AWARENESS PRODUK KOPI MELALUI PAID SOSIAL MEDIA MARKETING (STUDI KASUS PADA UMKM BERORIENTASI EKSPOR NOMAR KOPI ROASTERY DI JATINANGOR) Adelia, Chalista Rafa; Adhi Prapaskah Hartadi
Integrative Perspectives of Social and Science Journal Vol. 2 No. 03 Juni (2025): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

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Abstract

Penelitian ini bertujuan untuk merancang strategi pemasaran digital yang efektif guna meningkatkan brand awareness produk kopi melalui paid social media marketing, dengan fokus pada UMKM berorientasi ekspor, Nomar Kopi Roastery di Jatinangor. Brand awareness merupakan faktor krusial dalam menciptakan kesadaran masyarakat terhadap merek dan produk yang ditawarkan, terutama di pasar global yang semakin kompetitif. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara dengan pemilik dan tim pemasaran Nomar Kopi Roastery, serta analisis terhadap strategi pemasaran yang telah diterapkan sebelumnya. Berdasarkan analisis yang dilakukan, ditemukan bahwa penggunaan platform media sosial berbayar, seperti Facebook Ads dan Instagram Ads, dapat menjadi solusi efektif untuk meningkatkan visibilitas dan keterlibatan konsumen dengan produk kopi. Penelitian ini menyarankan perancangan kampanye pemasaran yang tersegmentasi dengan baik, pemilihan influencer yang tepat, dan konten yang menarik sesuai dengan preferensi audiens target. Selain itu, hasil penelitian ini memberikan rekomendasi tentang pentingnya pengukuran dan evaluasi kinerja kampanye digital secara berkala guna mengoptimalkan strategi pemasaran yang diterapkan. Diharapkan, dengan penerapan strategi ini, Nomar Kopi Roastery dapat meningkatkan brand awareness, memperluas pasar ekspor, serta meningkatkan penjualan produk kopi secara signifikan.
Co-Authors Adelia, Chalista Rafa Alwan Azis Mustafa Cupian Cupian Sania Rizki Maharani