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Wiga : Jurnal Penelitian Ilmu Ekonomi
Published by Institut Teknologi dan Bisnis Widya Gama
ISSN : 20880944     EISSN : 25495992     DOI : https://doi.org/10.30741/wiga
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Wiga : Jurnal Penelitian Ilmu Ekonomi is published twice a year in March and September, published by Sekolah Tinggi Ilmu Ekonomi Widya Gama since March 2011. Wiga : Jurnal Penelitian Ilmu Ekonomi is intended as a forum for publishing scientific articles in the field of economics : Accounting, Banking, Taxation, Management, Marketing.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 442 Documents
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Spiritual Capital and Ethical Value Orientation as Determinants of Marketing Competitiveness beyond AI Adoption Shinta Kumala Dwi; Ali Ali; Anna Widiastuti
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 16 No. 2 (2026): September 2026
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v16i2.2056

Abstract

The rapid shift toward digital marketing places furniture SMEs in Jepara Regency in an increasingly competitive online arena. Grounded in Resource-Advantage Theory, this study examines the influence of spiritual capital and Artificial Intelligence (AI) in marketing-on-marketing competitiveness, mediated by ethical value orientation and integrity marketing. Although AI adoption and ethical marketing have been widely studied, prior literature predominantly investigates them in isolation and lacks an explicit framework explaining how spiritual and ethical values convert technological tools into sustainable market advantage in craft-based SME exporters. Data were collected from 187 owners, managers, and marketing staff of online furniture SMEs and analyzed using SEM-PLS. The results reveal that spiritual capital significantly and directly enhances ethical value orientation, integrity marketing, and marketing competitiveness. In contrast, AI in marketing has no direct impact on competitiveness, but its effect is fully mediated by ethical value orientation. Meanwhile, integrity marketing does not serve as a significant mediator in the model. Practically, these findings imply that online furniture SMEs should not focus solely on acquiring AI technology. Instead, managers are advised to prioritize building an ethical value orientation as the critical organizational capability that converts digital tools and spiritual assets into long-term market differentiation in global trade.
Religiosity, Halal Certification, and TikTok Influencers on Halal Cosmetic Purchase Intention: The Mediating Role of Attitude Ema Utami; Jeni Susyanti; Eka Farida
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 16 No. 2 (2026): September 2026
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v16i2.2057

Abstract

This study examines how religiosity, halal certification, and TikTok influencer evaluation affect halal cosmetic purchase intention through attitude among Muslim Generation Z and millennial TikTok users in Indonesia. A quantitative explanatory cross-sectional survey was conducted with 150 purposively selected respondents, and the data were analyzed using PLS-SEM. The measurement model met convergent-validity and reliability criteria. The structural model explained 47.4% of the variance in attitude and 57.2% of the variance in purchase intention. Religiosity (β = 0.501, p < 0.001), halal certification (β = 0.355, p < 0.001), and TikTok influencer evaluation (β = 0.404, p < 0.001) positively affected attitude. Religiosity (β = 0.498, p < 0.001) and halal certification (β = 0.358, p < 0.001) positively affected purchase intention, whereas the direct TikTok influencer effect was not significant (β = 0.058, p = 0.384). Attitude positively affected purchase intention (β = 0.220, p = 0.004) and partially mediated religiosity and halal certification. For TikTok influencers, the direct path was nonsignificant but the indirect path through attitude was significant (β = 0.089, p = 0.010), which is described as indirect-only mediation rather than indirect-only mediation. The novelty lies in showing, within one integrative TPB-based model, that internal religious values and institutional halal assurance can operate directly and indirectly, whereas TikTok influencer communication is translated into purchase intention primarily through attitude. These findings clarify the psychological mechanism of influencer marketing in halal cosmetics and provide implications for credible, informative, and halal-consistent digital marketing.

Page 45 of 45 | Total Record : 442

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