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All Journal Journal of Information System, Technology and Engineering Business, Accounting and Management Journal
Budayanti, Saripermanik
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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STRATEGI PEMASARAN BERBASIS BUDAYA DAN SYARIAH: PENGGUNAAN SIMBOL JAWA DALAM BRANDING PRODUK MUSLIM: Culture and Sharia-Based Marketing Strategies: The Use of Javanese Symbols in Muslim Product Branding Budayanti, Saripermanik
Business, Accounting and Management Journal Vol. 3 No. 02 (2025): Business, Accounting and Management Journal
Publisher : tesco publisher

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Abstract

This study aims to explore the effectiveness of marketing strategies that integrate Javanese cultural visual identity with sharia principles in the Muslim product industry, particularly batik. Amidst the currents of globalization and the dominance of Middle Eastern Islamic symbolism, there is an urgency to understand how local wisdom can synergize with halal labels to attract local consumers. This study uses a qualitative case study approach in batik industry centers in Central Java. Data were collected through in-depth interviews, participant observation of branding materials, and document analysis. The results show that: (1) The combination of Javanese symbols (such as Gunungan, Kawung motifs) with calligraphy or halal labels creates a perception of "Islamic Javanese Authenticity" that increases consumer trust; (2) This branding strategy is not merely a promotional tool, but a manifestation of the values ​​of mutual cooperation adopted by the industrial cluster, where competition is reduced by the ethics of mutual assistance; and (3) The integration of Islamic values ​​and local culture creates a sustainable competitive advantage that is difficult for imported products to imitate. This study makes a theoretical contribution to the Islamic marketing literature by proposing that congruence between cultural and religious symbols strengthens brand loyalty in collectivist societies.
The Influence of Influencer Credibility, Message Personalization, and Brand Trust on Viral Marketing Intention of Local Fashion Brands on Social Media Hendratni, Tyahya Whisnu; Apramilda, Riesna; Sidjabat, Sonya; Kusnadi, Iwan Henri; Budayanti, Saripermanik; Risdwiyanto, Andriya
Journal of Information System, Technology and Engineering Vol. 4 No. 1 (2026): JISTE
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jiste.v4i1.288

Abstract

Local fashion companies need to adopt viral marketing techniques because digital market competition requires them to build their brand presence through natural methods. The study tests the effect of three variables which are influencer credibility message personalization and brand trust on local fashion brands' social media viral marketing operations. The study used a quantitative approach which followed an explanatory research design. The researchers conducted a survey to gather data from 210 social media users who followed local fashion brand accounts and engaged with influencer content. The research team applied multiple linear regression analysis to test the data after conducting all necessary validity reliability and classical assumption tests. The findings reveal that users who trust brands from social media platforms together with their personalized messages. The research found that people trusted influencers who displayed credibility which increased their acceptance of messages and content, and personalized messages made users more relevant to the audience while building emotional connections, and brand trust functions as the key element that drives people to support companies. The success of viral marketing in local fashion brands depends on how well they implement influencer communication strategies and personalize content and build trust with customers. The study results create strategic value for local fashion businesses by demonstrating how to develop successful and lasting social media marketing programs.
Co-Authors Andriya Risdwiyanto Kusnadi, Iwan Henri Riesna Apramilda Sidjabat, Sonya Tyahya Whisnu Hendratni