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Mohamad Rifqy Roosdhani
Universitas Islam Nahdlatul Ulama, Jepara, Indonesia
Economics, Econometrics & Finance

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When Visuals Speak: The Impact of Accentations on Decision Outcomes Novita Putri Ardiana; Mohamad Rifqy Roosdhani; Anna Widiastuti
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 | DOI: 10.31538/iijse.v9i1.9160

Abstract

This study investigates how visual accentuation influences re-election intention among Generation Z, with visual appeal and self-brand congruence as mediating factors. The study focuses on the 2024 Indonesian Legislative Election, examining a campaign that used a distinctive visual strategy featuring a popular fictional character. A quantitative approach was applied, with data collected from 400 Generation Z respondents in the Central Java II electoral district. Structural Equation Modeling Partial Least Squares (SEM PLS) was used to analyze the relationships among visual accentuation, visual appeal, self-brand congruence, and re-election intention. The results indicate that visual accentuation significantly affects re-election intention. Stronger effects occur indirectly through visual appeal and self-brand congruence than through direct exposure alone, suggesting that psychological evaluations enhance the impact of visual elements on voter behavior. These findings highlight the importance of designing political campaigns that leverage visual strategies to engage younger voters effectively. The study provides practical guidance for political communication and lays the foundation for future research on visual-based persuasion in electoral contexts.
Marketing Management Strategy in Influencing Snack Purchase Decisions by Alpha Generation Parents in Indonesia Dian Siti Rohmah; Mohamad Rifqy Roosdhani; Anna Widiastuti
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 | DOI: 10.31538/iijse.v9i1.9173

Abstract

This research analyzes marketing-based strategies for influencing health consciousness in influencing snack purchasing decisions for the Generation Alpha segment, with a focus on optimizing the marketing mix through a mediating role of front-of-pack labeling, nutritional knowledge, and food safety concern. Using a quantitative research methodology with a survey of 150 parents in Indonesia as purchasing decision makers, data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) to test mediation models from a marketing management perspective. The findings show that health consciousness significantly affects consumer perception of front-of-pack labeling (β=0.610), nutritional knowledge (β=0.551), and food safety concern (β=0.551). Crucially, food safety concern proved to be a key mediator (β=0.246) in marketing strategy, while front-of-pack labeling was not yet effective as a marketing communication tool in this context. The managerial implications of this study are the need to reformulate the marketing mix with an emphasis on product safety as a competitive advantage, helping snack manufacturers design more effective strategies, and the government in developing informative and positioning labeling policies, with food safety concern as a core value proposition. The originality of this study enriches the Theory of Planned Behavior (TPB) in the context of consumer behavior, developing an integrative marketing model that optimizes health consciousness through a parallel mediation approach, especially in the Alpha Generation segment in developing countries such as Indonesia.
Co-Authors Anna Widiastuti Dian Siti Rohmah Novita Putri Ardiana