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All Journal Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) Strategi : Jurnal Manajemen
Irayani
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Humanities Economics, Econometrics & Finance Social Sciences

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ENHANCING SUSTAINABLE GROWTH THROUGH E-WOM, BRAND IMAGE, PRICE, AND CUSTOMER LOYALTY: EVIDENCE FROM BARENBLISS COSMETICS ON TOKOPEDIA Irayani; Amrillah Azrin; Mariyam Zanariah; Suharti; Herman Efrizal
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 9 No. 1 (2026): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jam-ekis.v9i1.9614

Abstract

The expansion of Indonesia’s digital economy has reshaped marketing practices, particularly in e-commerce, where beauty and personal care products are among the fastest-growing segments. Barenbliss Cosmetics, a Korean beauty brand gaining popularity in Indonesia, benefits from platforms such as Tokopedia to engage young, urban consumers. Prior studies confirm that Electronic Word of Mouth (E-WOM), brand image, and price significantly influence purchase decisions; however, limited research has examined how these variables collectively contribute to customer loyalty and sustainable growth in the cosmetics sector. This study addresses this gap by integrating loyalty and sustainable growth as strategic outcomes, offering a novel perspective that links tactical marketing factors to long-term business performance. The objective of this research is to analyze the effects of E-WOM, brand image, and price on purchase decisions and to investigate how these decisions translate into customer loyalty and sustainable growth. A quantitative approach was employed, with data collected through online questionnaires distributed to Tokopedia consumers who have purchased Barenbliss products. Structural equation modeling (SEM) was applied to test both direct and indirect relationships among variables. The results demonstrate that E-WOM, brand image, and price significantly affect purchase decisions, with brand image emerging as the strongest predictor. Furthermore, customer loyalty is found to mediate the relationship between purchase decisions and sustainable growth. The findings highlight that integrating E-WOM, branding, and pricing strategies is essential not only for influencing short-term consumer behavior but also for ensuring sustainable growth in competitive digital marketplaces.  
Faktor-faktor yang Mempengaruhi Keputusan Nasabah Memilih Produk Bank Syariah Nuri Annisa Fitri; Basri, Hisbullah; Irayani; Nadia Dwi Anggraini
Strategi : Jurnal Manajemen Vol 16 No 1 (2026): Strategi : Jurnal Manajemen - Publish April
Publisher : Universitas Tridinanti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52333/strategi.v16i1.1799

Abstract

This study aims to determine the factors that influence individuals to choose Islamic banking products. Sampling was conducted using a random sampling technique. This technique resulted in a sample size of 100 respondents. The primary data used in this study was a questionnaire. The questionnaire was distributed to respondents via Google Form. The questionnaire results were processed using IBM SPSS Statistics software. The results of the hypothesis testing indicate that Religiosity (X1) significantly influences Customer Decisions (Y) with a sig. value of 0.038 (<0.05). Profit (X2) significantly influences Customer Decisions (Y) with a sig. value of 0.009 (<0.05). Service (X3) does not significantly influence Customer Decisions (Y), with a sig. value of 0.471 (>0.05). Facilities (X4) does not significantly influence Customer Decisions (Y), with a sig. value of 0.009 (<0.05). of 0.259 (>0.05). Product (X5) significantly influences Customer Decisions (Y) with a sig. value of 0.000 (<0.05). Simultaneously, the sig. F value is 0.000 <0.05. This means that Religiosity, Profit (profit sharing), Service, Facilities, and Products influence Customer Decisions. Abstrak Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi seseorang memilih produk bank syariah. Pengambilan sampel menggunakan teknik random sampling. Melalui teknik tersebut, jumlah sampel penelitian ini sebanyak 100 responden. Data Primer yang digunakan penelitian ini dalam bentuk kuesioner. Kuesioner dibagikan kepada para resonden melalui google form. Hasil kuesioner diolah melalui software IBM SPSS Statistics. Berdasarkan hasil pengujian hipotesis menunjukkan bahwa Religiusitas (X1) berpengaruh signifikan terhadap Keputusan Nasabah (Y) dengan nilai sig. sebesar 0,038 (<0,05). Profit (X2) berpengaruh signifikan terhadap Keputusan Nasabah (Y) dengan nilai sig. sebesar 0,009 (<0,05). Pelayanan (X3) tidak berpengaruh signifikan terhadap Keputusan Nasabah (Y), dimana nilai sig. sebesar 0,471 (>0,05). Fasilitas (X4) tidak berpengaruh signifikan terhadap Keputusan Nasabah (Y), dimana nilai sig. sebesar 0,259 (>0,05). Produk (X5) berpengaruh signifikan terhadap Keputusan Nasabah (Y) dengan nilai sig. sebesar 0,000 (<0,05). Secara simultan, nilai sig. F sebesar 0,000 < 0,05. Artinya, Religiusitas, Profit (bagi hasil), Pelayanan, Fasilitas, Produk berpengaruh terhadap Keputusan Nasabah.
Co-Authors Amrillah Azrin Basri, Hisbullah Herman Efrizal Mariyam Zanariah Nadia Dwi Anggraini Nuri Annisa Fitri Suharti