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All Journal Jurnal Ilmiah Manajemen Kesatuan Tadulako International Journal of Applied Management (TaJAM)
Zahara, Zakiya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON REPURCHASE THROUGH BRAND IMAGE AS A MEDIATING VARIABLE ON AS FROZEN IN PALU CITY Riga, Michael Regianto; Zahara, Zakiya; Kadang, Juliana
JURNAL INTERNASIONAL UNIVERSITAS TADULAKO Vol 6 No 3 (2024): December : Tadulako International Journal of Applied Management
Publisher : Master of Management Study Program, Faculty of Economics and Business, Tadulako University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59769/tajam.v6i3.150

Abstract

The purpose of this study was to determine the effect of social media marketing on repurchase through brand image as a mediating variable and the effect of e-WOM on repurchase through brand image as a mediating variable at As Frozen in Palu City. As Frozen customers in Palu City were used as research objects. The sample of this study were consumers of As Frozen in Palu City. Researchers used a sample of one hundred respondents for this study. Purposive sampling is the sampling strategy used in this study, and SEM analysis is a data analysis method supported by the SmartPLS 4.0 program. The findings of this study show that each conjecture, namely, the conjecture regarding the effect of social media marketing on repurchase, brand image on repurchase, e-wom on repurchase, and brand image on repurchase has a positive effect that is empirically verified on all variables. Regarding the indirect relationship between variables, e-WOM on repurchase through brand image as a mediating variable and social media marketing on repurchase through brand image as a mediating variable both show a positive and significant relationship.
The Strategic Role of Halal Values and Brand Image in Building Customer Trust and Satisfaction Badjamal, Faigah A; Zahara, Zakiya; Bachri, Syamsul; Parani, Syamsul Bahri Dg.; Muzakir; Sutomo, Maskuri
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4092

Abstract

The growth of digital technology and rising awareness of halal values have transformed marketing strategies in the culinary industry, particularly for medium-sized businesses. These businesses, typically employing 10–50 staff or generating in annual revenue, face unique challenges in building customer trust. This study aims to evaluate how social media marketing, halal value, brand image, product innovation, and customer satisfaction contribute to trust in medium-sized culinary businesses and to develop a conceptual framework. A systematic literature review was conducted, analyzing 71 articles from 412, published between 2014 and 2024, using the PRISMA framework. The findings show that innovative products, engaging social media content, consistent brand image, and transparent halal practices enhance customer satisfaction, which strengthens trust. Satisfaction acts as a key link, connecting these factors to customer loyalty through positive experiences. The study highlights that medium-sized culinary businesses can build strong customer connections by aligning strategies with local values and consumer needs. In conclusion, this research offers a new framework for understanding trust-building in culinary businesses and provides practical strategies, such as using social media to share halal certifications and innovative menus, to foster loyalty.
Co-Authors Faigah A. Badjamal Juliana Kadang Maskuri Sutomo Muzakir Parani, Syamsul Bahri Dg. Riga, Michael Regianto Syamsul Bachri