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Mashudi Mashudi
Universitas Trunojoyo Madura, Bangkalan, Indonesia
Economics, Econometrics & Finance

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Halal Awareness and Halal Certification: Its Effect on Customer Loyalty of Mie Gacoan with Celebrity Endorsment as an Intervening Variable Fahmi Rizal Muhaimin; Mashudi Mashudi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6969

Abstract

Along with the increasing Muslim population and halal awareness, the halal lifestyle is inseparable from the lives of the world community because halal is no longer just a religious issue but has become a realm of trade and a symbol of global quality assurance, in the end halal products are not only important for Muslims but will be important for non-Muslims as well, so Halal Awareness and Halal Certification are determined as the dependent variables of the study. Mie Gacoan was chosen as the object of research because it is a very popular business in Indonesia and has implemented Islamic Branding with Halal Certification and Digital Marketing with the use of Celebrity Endorsement. This research is important to continue because it can provide consideration for business people in making more innovative, creative and strategic marketing strategy decisions according to location, era and consumer preferences. This research method is quantitative. Non-probability sampling technique. Primary data sources are questionnaires and secondary data from books, journals and relevant websites. The number of samples was determined based on the Cochran formula with the resulting number of 96 samples and increased to 100 samples in the process. The sampling method is purposive sampling. The results showed that the effect of Halal Certification on Customer Loyalty had a significant and accepted effect and the other variables tested in this study did not show a significant effect so that it could not be accepted.
Islamic Business Ethics-Based Digital Marketing to Increase Sales: A Study of MSMEs in Indonesia in 2022–2024 Nur Komariyah; Mashudi Mashudi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research study aims to implement digital marketing for MSMEs in Indonesia that aligns with the principles of Islamic business ethics while providing strategic recommendations to ensure digital marketing adheres to Sharia principles in Islamic business ethics. The novelty of this research lies in the integration of digital marketing with the principles of Islamic business ethics in the context of Indonesian MSMEs in the 2022-2024 period, a topic that has not been comprehensively studied nationally and in that period. The study employed a qualitative phenomenological approach involving 15 purposively selected informants. Data were collected through semi-structured interviews, digital documentation, and secondary sources from the Indonesian Chamber of Commerce and Industry (KADIN). Data analysis was conducted using the Colaizzi thematic technique to comprehensively explore the meaning of informants' experiences. The results show that the implementation of Sharia-compliant digital marketing is reflected in honest information, price transparency, and polite communication, which in turn builds consumer trust and positively impacts sales growth. This research confirms that Islamic ethics not only serves as a moral guideline but also has strategic value in strengthening the reputation and sustainability of MSME businesses in the digital era.
Co-Authors Fahmi Rizal Muhaimin Nur Komariyah