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p-Index From 2021 - 2026
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All Journal Economics and Business Journal
Azlan Azhari
Faculty Economics and Business University State of Makassar
Economics, Econometrics & Finance

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Building Brand Loyalty through Halal Marketing Strategy: Analysis of the Role of Halal Awareness and Product Knowledge with Purchase Intention as an Intervening Variable Azlan Azhari; Amrial Amrial; Hasnidar Hasnidar
Economics and Business Journal (ECBIS) Vol. 4 No. 4 (2026): May
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i4.332

Abstract

This study aims to analyze the influence of Halal Awareness and Product Knowledge on Purchase Intention and its impact on Brand Loyalty of halal cosmetic products. This research employs a quantitative approach using the accidental sampling method, where respondents consist of consumers who have purchased and used halal cosmetic products. A total of 100 respondents participated in this study. Data were collected through online questionnaires and analyzed using the Partial Least Squares (PLS) method with SmartPLS 3 software. The results indicate that Halal Awareness and Product Knowledge have a positive and significant effect on Purchase Intention. Furthermore, Purchase Intention has a positive and significant effect on Brand Loyalty. Halal Awareness and Product Knowledge also have a positive and significant direct effect on Brand Loyalty. In addition, the indirect effect analysis reveals that Purchase Intention significantly mediates the influence of Halal Awareness and Product Knowledge on Brand Loyalty. These findings highlight the crucial mediating role of Purchase Intention in linking halal awareness and product knowledge with halal cosmetic brand loyalty. Therefore, halal cosmetic manufacturers are encouraged to continuously strengthen the communication of halal values ​​and product education to build strong purchase intention and drive sustainable brand loyalty.
Wardah's Digital Marketing Strategy through Islamic Branding, Influencer Marketing, and Flash Sale Programs to Increase Online Shopping Decisions on the Shopee Platform Chalid Imran Musa; Azlan Azhari; Kristina Parinsi
Economics and Business Journal (ECBIS) Vol. 4 No. 3 (2026): March
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i3.313

Abstract

The rapid growth of digital technology and e-commerce has transformed consumer behavior, particularly in online beauty product purchases. This study aims to examine the influence of Islamic Branding, Influencer Marketing, and Flash Sale on online shopping decisions for Wardah beauty products on Shopee. Using a quantitative approach, data were collected from 100 respondents in Makassar who had purchased Wardah products online. The data were analyzed using multiple linear regression with SPSS 26. The results indicate that Islamic Branding, Influencer Marketing, and Flash Sale each have a positive and significant effect on online shopping decisions. Simultaneously, these three variables contribute 51% to consumer purchasing decisions, showing that a combination of religiosity-based branding, social influence, and urgency-driven promotion effectively encourages consumer purchases. The findings suggest that integrating Islamic values with digital marketing strategies enhances consumer trust and purchase intention in the halal beauty market. 
Co-Authors Amrial Amrial Chalid Imran Musa Hasnidar Hasnidar Kristina Parinsi