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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Al-Kharaj: Journal of Islamic Economic and Business
Conny
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Exploring Mediation and Moderation in the Digital Transformation of Culinary SMEs Nisrina Hamid; Conny
Jurnal Manajemen dan Kewirausahaan Vol. 13 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v13i2.16195

Abstract

This study examines the influence of digital mindset on business performance among culinary MSMEs, with technology adoption as a mediating variable and Need for Stimulation (NST) as a moderating factor, highlighting psychological aspects in the digital transformation of the culinary sector. Employing a quantitative approach and an explanatory research design, data were collected from 125 culinary MSME actors in Kendari City through structured surveys and analyzed using Structural Equation Modeling. The findings reveal that a digital mindset positively affects technology adoption, but does not directly influence business performance; technology adoption serves as a significant mediator. NST was found to negatively moderate the relationship between technology adoption and business performance, indicating that excessive stimulation levels may hinder the effectiveness of technology implementation. This study extends the understanding of Optimal Stimulation Level Theory and emphasizes that while the digital mindset is a crucial prerequisite, it is not the sole determinant of improved business performance. The practical implication suggests the need for digital training programs that consider the psychological characteristics of business actors to enhance the effectiveness of digital transformation. However, the study is limited by its sample and cross-sectional design, and future research is recommended to adopt a longitudinal approach and explore alternative moderating variables.
Examining Value Co-Creation as Moderator in Brand Image and Loyalty Relationship in Halal Cosmetics conny; Juharsah; Dzulfikri Azis Muthalib; Harmiaty Bahar
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): SettingsVol. 8 No. 1 (2026): All articles in this issue include authors from 3
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.9978

Abstract

This study examines the influence of customer experience and value co-creation on customer loyalty, with brand image as a mediating and moderating variable. It hypothesizes that both factors positively affect loyalty directly and indirectly through brand image. Methods: A quantitative survey was conducted with 350 Wardah cosmetic users selected through purposive sampling. Data were collected via an online questionnaire using a 5-point Likert scale. Variables include customer experience, value co-creation, brand image, and customer loyalty. Data were analyzed using PLS-SEM with SmartPLS. Results: Findings show that customer experience significantly influences brand image, and brand image significantly affects customer loyalty. Value co-creation also has a direct positive effect on customer loyalty. Brand image mediates the relationship between customer experience and customer loyalty and moderates the effect of value co-creation on customer loyalty by strengthening it. ImplicationsCompanies should enhance customer experience and promote value co-creation to strengthen brand image and loyalty. Future research should apply longitudinal designs and include additional variables to improve generalizability and deepen insights into customer behavior dynamics
Co-Authors Harmiaty Bahar Juharsah Muthalib, Dzulfikri Azis Nisrina Hamid