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All Journal Al-Kharaj: Journal of Islamic Economic and Business JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Sofia, Hagia
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Economics, Econometrics & Finance

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PENGARUH PENGETAHUAN KOGNITIF, TEKNIKAL, DAN SOSIAL EMOSIONAL TERHADAP PENERAPAN LITERASI DIGITAL PADA UMKM Zulkifli, Najwa Alya; Sofia, Hagia; Syahda Anisa, Nazwa Syahda Anisa3; Nursetya, Meisya Syakira; Maesaroh, Syti Sarah
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 7, No 2 (2024): JIMB - VOLUME 7 NOMOR 2 SEPTEMBER 2024
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v7i2.27493

Abstract

Abstrak: Tujuan utama dari penelitian ini adalah untuk menganalisis penerapan pengetahuan teknis, sosial, dan emosional oleh usaha mikro, kecil, dan menengah (UMKM). Pemahaman yang lebih baik tentang faktor-faktor ini sangat penting untuk merancang pendekatan yang efektif untuk meningkatkan tingkat literasi digital di kalangan UMKM. Hal ini akan membekali mereka dengan lebih baik untuk mengatasi kesulitan dan memanfaatkan peluang yang diberikan oleh era digital. Informasi statistik yang dikumpulkan dari usaha kecil dan menengah (UKM) di Jawa Barat digunakan dalam penelitian ini. Seratus pelaku UMKM menjadi sampel penelitian, dan responden dipilih secara acak dari kumpulan 39 pertanyaan (X1 sepuluh, X2 sepuluh, X3 sembilan, dan Y1 sepuluh). Data dikumpulkan melalui penggunaan kuesioner dan pengukuran yang dinilai dengan skala Likert dari 1 sampai 5. Untuk menganalisis data, penelitian ini menggunakan SPSS versi 25.0, yang menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa di kalangan usaha mikro, kecil, dan menengah (UMKM), pengetahuan kognitif memiliki dampak terbesar terhadap adopsi literasi digital, diikuti oleh pengetahuan teknis dan aspek sosial dan emosional.
The Influence of Customer Experience and Brand Awareness on Customer Loyalty of the Muslim Fashion Brand Rabbani with Customer Retention as a Mediating Variable Sofia, Hagia; Btari Mariska Purwaamijaya; Syti Sarah Maesaroh
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.8246

Abstract

This study addresses inconsistent findings in previous research by analyzing the influence of customer experience and brand awareness on customer loyalty toward the Muslim fashion brand Rabbani, with customer retention as a mediating variable, grounded in the Stimulus-Organism-Response (S-O-R) framework. A quantitative survey of 257 Rabbani customers in Tasikmalaya,  Indonesia, was conducted using purposive sampling based on specific criteria: residing in Tasikmalaya, having monthly income, and purchasing Rabbani products at least once within the past year. Data were collected through an online questionnaire using a five-point Likert scale and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that customer experience demonstrates the strongest influence on customer retention (β = 0.517; T = 7.631; P = 0.000) and customer loyalty (β = 0.263; T = 3.816; P = 0.000). Brand awareness significantly affects customer retention (β = 0.328; T = 3.782; P = 0.000) but shows no direct effect on customer loyalty (β = 0.132; T = 1.373; P = 0.170). However, the effect becomes significant through full mediation of customer retention (β = 0.166; T = 2.886; P = 0.004). These findings validate the applicability of the S-O-R model in Muslim fashion contexts and resolve theoretical inconsistencies regarding brand awareness effects on loyalty. The results suggest that Rabbani should prioritize service excellence, implement retention-focused loyalty programs, and shift marketing resources from awareness campaigns toward personalized customer relationship management initiatives to reverse declining Top Brand Index performance and strengthen brand competitiveness in Indonesia's growing Muslim fashion market.
Co-Authors Btari Mariska Purwaamijaya Maesaroh, Syti Sarah Nursetya, Meisya Syakira Syahda Anisa, Nazwa Syahda Anisa3 Zulkifli, Najwa Alya