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The Role of Customer Brand Engagement in Mediating the Effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty Firda Alvi Damayanti; Dimas Bayu Wicaksono; Muhammad Rivaldi Shadam; Aang Curatman
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 1 (2024): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5066

This study aims to determine the role of Customer Brand Engagement in mediating the effect of Brand Expressiveness and Brand Community Identification on Brand Loyalty. The research used a quantitative research method by distributing questionnaires to 180 consumers in Cirebon City who used an iPhone smartphone. The quantitative data was analyzed using validity tests, reliability tests, R-square tests (R²), and hypothesis tests processed using SEM with Smart PLS 4.0 tool. The results of this study indicate that Brand Expressiveness does not have a positive and significant effect on Customer Brand Engagement. Brand Community Identification has a positive and significant effect on Customer Brand Engagement. Brand Expressiveness has a positive and significant effect on Brand Loyalty. Brand Community Identification has a positive and significant effect on Brand Loyalty. Customer Brand Engagement does not have a positive and significant effect on Brand Loyalty. Customer Brand Engagement does not mediate the effect of Brand Expressiveness on Brand Loyalty. Customer Brand Engagement also does not mediate the effect of Brand Community Identification on Brand Loyalty.

Social Media Marketing and Electronic Word of Mouth at Coffee Shop: The Mediating Role of Brand Image on Purchasing Decisions M Samsul Hidayat; Rayhan Abi Ramadhan; Aang Curatman
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6963

The aim of this study is to examine the impact of social media marketing (SMM) and electronic word of mouth (e-WOM) on purchasing decisions for Baraja Coffee Indonesia, with brand image serving as a mediating variable. The type of research used is associative research with a quantitative approach and data were collected by using questionnaires through Google Forms to consumers of Baraja Coffee Indonesia. A total of 210 respondents were selected using the accidental sampling method, based on who was available at Baraja Coffee Indonesia during the study. Data analysis was performed through Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS program. The findings of this study indicate that social media marketing and electronic word of mouth have a positive and significant influence on brand image. In addition, social media marketing shows a positive and significant influence on purchasing decisions, while electronic word of mouth has no effect on purchasing decisions. Furthermore, brand image is proven to have a positive and significant influence on purchasing decisions. Other findings show that brand image acts as a mediating influence of social media marketing and electronic word of mouth on purchasing decisions.

The Role of Influencers and Source Credibility in Influencing Purchase Intention for Wardah Products Muhammad Falhan Juliadi; Aang Curatman
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 1 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i1.816

The beauty industry in Indonesia is experiencing rapid growth in line with the increasing use of social media and the role of influencers in digital marketing. Wardah, as a leading halal cosmetics brand, utilizes influencer marketing strategies to shape consumer purchasing interests. This study aims to analyze the influence of influencers and source credibility on the purchase intention of Wardah products in Indonesia, both partially and simultaneously. This study uses a quantitative approach with an associative method. Data were collected through an online questionnaire of 130 respondents who had seen Wardah promotional content from influencers on social media. Data analysis techniques used multiple linear regression with the help of the SPSS program. The results showed that influencers had a positive and significant effect on purchase intention, as did source credibility. In addition, influencers and source credibility simultaneously also have a significant effect on the purchase intention of Wardah products. These findings confirm the relevance of the Theory of Planned Behavior in explaining the formation of consumer purchase intentions in the context of influencer marketing. This study is expected to contribute theoretically to digital marketing studies and provide practical implications for companies in designing effective and credibility-based influencer marketing strategies.

The Role of Customer Satisfaction in Mediating the Effect of Store Atmosphere and Emotional Branding on Customer Loyalty Viona Ramadani; Aang Curatman
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.902

This study aims to analyze the effect of store atmosphere and emotional branding on customer loyalty with consumer satisfaction as a mediating variable among Generation Z consumers of Kopi Kenangan in Cirebon. The study uses a quantitative approach with a causal associative design. The research sample consisted of 230 Generation Z respondents selected through purposive sampling. Data were collected using a Likert scale questionnaire and analyzed using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method using the SmartPLS application. The results showed that emotional branding and customer satisfaction had a positive and significant effect on customer loyalty. Store atmosphere had a positive and significant effect on customer satisfaction but did not have a significant direct effect on customer loyalty. Customer satisfaction was found to fully mediate the effect of store atmosphere on customer loyalty and partially mediate the effect of emotional branding on customer loyalty. These findings confirm that Generation Z consumer loyalty is more influenced by emotional experiences and satisfaction levels than by physical store factors directly.

The Role of Influencers and Source Credibility in Influencing Purchase Intention for Wardah Products Muhammad Falhan Juliadi; Aang Curatman
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 1 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i1.816

The beauty industry in Indonesia is experiencing rapid growth in line with the increasing use of social media and the role of influencers in digital marketing. Wardah, as a leading halal cosmetics brand, utilizes influencer marketing strategies to shape consumer purchasing interests. This study aims to analyze the influence of influencers and source credibility on the purchase intention of Wardah products in Indonesia, both partially and simultaneously. This study uses a quantitative approach with an associative method. Data were collected through an online questionnaire of 130 respondents who had seen Wardah promotional content from influencers on social media. Data analysis techniques used multiple linear regression with the help of the SPSS program. The results showed that influencers had a positive and significant effect on purchase intention, as did source credibility. In addition, influencers and source credibility simultaneously also have a significant effect on the purchase intention of Wardah products. These findings confirm the relevance of the Theory of Planned Behavior in explaining the formation of consumer purchase intentions in the context of influencer marketing. This study is expected to contribute theoretically to digital marketing studies and provide practical implications for companies in designing effective and credibility-based influencer marketing strategies.

The Role of Customer Satisfaction in Mediating the Effect of Store Atmosphere and Emotional Branding on Customer Loyalty Viona Ramadani; Aang Curatman
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.902

This study aims to analyze the effect of store atmosphere and emotional branding on customer loyalty with consumer satisfaction as a mediating variable among Generation Z consumers of Kopi Kenangan in Cirebon. The study uses a quantitative approach with a causal associative design. The research sample consisted of 230 Generation Z respondents selected through purposive sampling. Data were collected using a Likert scale questionnaire and analyzed using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method using the SmartPLS application. The results showed that emotional branding and customer satisfaction had a positive and significant effect on customer loyalty. Store atmosphere had a positive and significant effect on customer satisfaction but did not have a significant direct effect on customer loyalty. Customer satisfaction was found to fully mediate the effect of store atmosphere on customer loyalty and partially mediate the effect of emotional branding on customer loyalty. These findings confirm that Generation Z consumer loyalty is more influenced by emotional experiences and satisfaction levels than by physical store factors directly.

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