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All Journal Jurnal Siasat Bisnis Indonesian Journal of Halal Research JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Qudratov, Inomjon
Unknown Affiliation
Religion Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology Social Sciences Other

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The effect of contextual advertising on e-engagement with content relevance as mediation: Survey on Kienka official Instagram followers Wibowo, Lili Adi; Aulia Nurizky, Sherly; Dirgantari, Puspo Dewi; Suhud, Usep; Qudratov, Inomjon
Jurnal Siasat Bisnis VOL 29, NO 1 (2025)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol29.iss1.art8

Abstract

Purpose – This study aims to obtain an overview and analyze the influence of contextual advertising on e-engagement with Content Relevance as a mediating variable on Kienka Official Instagram followers.Design/methodology/approach – This research is descriptive and verification with a quantitative approach. The sampling technique uses simple random sampling with 348 respondents. Data is processed statistically using the Structural Equation Modeling (SEM) method with the help of the AMOS for Windows program.Findings – The study results indicate that contextual advertising positively and significantly influences e-engagement with Content Relevance as a mediating variable. The magnitude of the critical ratio value that is greater than the minimum value indicates a significant influence simultaneously. The better the company pays attention to contextual advertising through Content Relevance, the higher the e-engagement produced. The dimension of contextual advertising with the highest contribution in forming e-engagement is effectiveness, while the lowest is visual experience. Meanwhile, the dimension of Content Relevance that contributes the most to increasing e-engagement is dynamism activity, while the lowest is topical relevance.Research limitations/implications – This study only focuses on Kienka Official Instagram followers so the results may not be generalizable to other platforms or industries. Further studies can explore additional factors that influence e-engagement and test the research model on different types of digital platforms and different business sectors.Practical implications – The results of this study provide insight for companies in optimizing contextual advertising and Content Relevance strategies to increase e-engagement. Companies are advised to emphasize the effectiveness aspect in contextual advertising and strengthen dynamism activity in Content Relevance to increase audience interaction more effectively.Originality/value – This study provides a new contribution by revealing the role of Content Relevance as a mediator in the relationship between contextual advertising and e-engagement. The results can be a reference for academics and practitioners in developing more effective digital marketing strategies based on contextual advertising and Content Relevance.
Halal Entrepreneurship Intention among Muslim Students: The Mediating Role of Attitude, Risk-Taking Propensity, and Self-Efficacy Iskandar, Iskandar; Rahmat, Pupu Saeful; Mulyati, Sri; Juliana, Juliana; Miftahuddin, Asep; Sojanah, Janah; Ismail, Shafinar; Qudratov, Inomjon
Indonesian Journal of Halal Research Vol. 8 No. 1 (2026): February
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ijhar.v8i1.51983

Abstract

Promoting halal businesses become urgent, as the global halal economy is projected to exceed USD 5 trillion by 2030, and Indonesia is of key contributor. However, despite the high entrepreneurial intention among university students, their participation in halal business activities is comparatively low. This study aims to examine the influence of religiosity on halal entrepreneurial intention in Indonesian Muslim students. Entrepreneurial attitudes, risk-taking propensity, and self-efficacy are considered as mediating variables between religiosity and halal entrepreneurial intention. Data were collected from 378 Muslim students at 47 private universities in West Java and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The structural model explained the variance in halal-based entrepreneurial intentions, with an R-squared of 0.654, indicating that religiosity and the mediator variables together explain approximately 65.4% of the variance in entrepreneurial intentions. The direct path coefficient demonstrates that religiosity significantly affects entrepreneurial attitudes (β = 0.606, p = 0.000), risk-taking propensity (β = 0.591, p = 0.000), self-efficacy (β = 0.653, p = 0.000), and intention to engage in halal entrepreneurship (β = 0.293, p = 0.000). All three mediating paths are statistically significant, with self-efficacy and entrepreneurial attitudes showing the strongest indirect effects (β = 0.156 each), followed by risk-taking propensity (β = 0.091). These results show that self-efficacy is the most influential factor, suggesting that higher religiosity is associated with greater self-confidence, moral resilience, and motivation for running a business in accordance with sharia principles. These findings extend the Theory of Planned Behavior (TPB) into an Islamic context and have implications for universities and policymakers in designing halal entrepreneurship education.
IMPACT OF DIGITAL MARKETING ON GENERATION Z CONSUMER BEHAVIOR IN UZBEKISTAN Askarovich, Jaxongir Davronov; Hendrayati, Heny; Qudratov, Inomjon
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 5 No 1 (2026): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v5i1.273

Abstract

This study examines how digital marketing affects the consumer behavior and buying decisions of Generation Z in Uzbekistan. Using a Systematic Literature Review based on the PRISMA 2020 guidelines, peer-reviewed articles published from 2015 to 2024 were collected from Scopus, Web of Science, ScienceDirect, and Google Scholar. The review focuses on digital marketing, social media marketing, influencer marketing, and related behavioral responses among young consumers. The results show that visual and interactive online content has the strongest influence on Generation Z in Uzbekistan. Platforms like Instagram , TikTok, YouTube , and Telegram work best with short videos , content made by users , and recommendations from influencers . Young people are more likely to buy something from a brand if they trust it and believe it is real. People use social media a lot, but direct ads don't work as well as recommendations from friends and electronic word-of-mouth . Overall, digital marketing has a strong impact on the behavior of Generation Z consumers in Uzbekistan, and strategies focused on authenticity, cultural relevance, and meaningful engagement are more effective than intrusive advertising.
Co-Authors Askarovich, Jaxongir Davronov Aulia Nurizky, Sherly Heny Hendrayati Iskandar Iskandar Ismail, Shafinar Janah Sojanah, Janah Juliana Juliana Lili Adi Wibowo Miftahuddin, S.Si.,MAB., asep Pupu Saeful Rahmat, Pupu Saeful Puspo Dewi Dirgantari Sri Mulyati Usep Suhud