Religiousity Commitment Dalam Memoderasi Hubungan Brand Awareness Terhadap Niat Pembelian

Mudzakkir, Mohammad Fakhruddin; Nurfarida, Iva Nurdiana

doi:10.21067/jem.v10i3.850

Cited by 4 publications

(6 citation statements)

References 6 publications

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“…This finding is in line with the results of Mudzakkir and Nurfarida (2014). They stated that religiosity commitment could not be known to act as a moderating variable on the relationship between brand awareness and purchase intentions for Islamic product brands.…”

Section: Discussionsupporting

confidence: 87%

Halal Cosmetics In The Eyes Of Millennial Muslims: Factor Analysis Of Halal Labels And Celebrity Endorsers

Juliana

Azzahra²,

Rosida³

et al. 2022

JEBIS

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This research aims to show the effect of the value of the halal label and celebrity endorser on purchasing decisions for halal cosmetic products with religiosity as a moderating variable. The method uses descriptive quantitative by analyzing the responses to questionnaires distributed to 228 respondents in Indonesia. Based on previous research, four hypotheses were built, and the collected data were processed using a path analysis tool through the Smart PLS 3.3.3 application. The results showed that the halal label variable and celebrity endorser significantly affected purchasing decisions for halal cosmetic products, with religiosity as a moderating variable. Meanwhile, the religiosity variable does not moderate the effect of the halal label and celebrity endorser on the decision to purchase halal cosmetic products. This finding confirms that religiosity has not sufficiently strengthened the influence of the halal label and celebrity endorser on the decision to purchase halal cosmetic products. In order to increase knowledge of Muslim halal in purchasing decisions for halal cosmetic products, the role of halal guarantee institutions and cosmetic manufacturers is needed in optimizing halal certification both from the content and production process. Business actors must increase awareness of the halalness of a product that can convince and encourage Muslim consumers, especially the millennial generation, to make decisions to purchase halal cosmetic products in Indonesia. This study is the first to examine the halal label and celebrity endorser on the decision to purchase halal cosmetic products with religiosity as a moderating variable and reveal its strength and weakness.

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Section: Discussionsupporting

confidence: 87%

Halal Cosmetics In The Eyes Of Millennial Muslims: Factor Analysis Of Halal Labels And Celebrity Endorsers

Juliana

Azzahra²,

Rosida³

et al. 2022

JEBIS

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“…This means that religiosity affects the attitude and integrity of business actors so that they are able to produce quality product equity that affects business development. (Mudzakkir & Nurfarida, 2014). Based on those, it is hypothesized that: H6: religiosity is able to moderate the relationship between brand equity and business development.…”

Section: The Impact Of Religiosity On the Relationship Between Brand ...mentioning

confidence: 99%

The Impact of Business Motivation, Business Competition, and Brand Equity on Business Development with Religiosity as Moderating Variable (Case Study MSMEs Actors in Semarang District)

Sukma

Muthohar

Ridlo

2022

Al-Amwal : Jurnal Ekonomi Dan Perbankan Syari'ah

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This study aimed to analyze the effect of business motivation, business competition, and brand equity on business development using religiosity as a moderating variable. This study uses quantitative methods that aim to confirm the data obtained in the field with existing theories. The object of research used is the perpetrators of the Micro and Small and Medium Enterprises (MSMEs) in Semarang Regency with a sample of 100 respondents. As for the data collection technique using the questionnaire method. The data obtained were then tested using the SPSS 16 application and used multiple linear regression models and tests moderated regression analysis (MRA). The results showed that; (1) business motivation has no significant positive effect, ( 2) business competition has a significant positive effect, (3) brand equity has no significant positive effect, (4) religiosity can moderate the relationship between business motivation and business development, (5) religiosity cannot moderate the relationship between business competition and business development, (6) religiosity cannot moderate the relationship between brand equity and business development.

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“…The first is that brand awareness and religiosity commitment had a positive and significant effect on the purchase intention of Islamic brand products. The second is that religiosity commitment could not be a moderating variable in the relationship between brand awareness and purchase intentions of Islamic brand products (Mudzakkir & Nurfarida, 2014).…”

Section: Introductionmentioning

confidence: 96%

“…Several studies examined Islamic brands in Indonesia, such as Hisanuddin (2015), Mudzakkir and Nurfarida (2014), Nasrullah (2015), Nurohman (2018), andAlfian (2017). Hisanuddin examined the effect of Islamic brand image on customer loyalty to Islamic banks.…”

Section: Introductionmentioning

confidence: 99%

Islamic Brand Sahaja in Commercial TV Advertising Messages: Toward the Islamisation of the product

Hermanto

Adawiyah

Patrianti

2022

Wawasan J. Ilm. Agama dan Sos. Budaya

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Commercial TV advertising can translate everything from the advertiser's goals through communicative, educative, and entertaining messages. As in the commercial TV advertisement message, Sahaja socialises the Islamic brand, which aims to be able to dialogue with the target market of Indonesian Muslims. This study aimed to determine the visual and narrative form of the Islamic brand of Sahaja's commercial TV advertising message. This study uses a qualitative approach with narrative analysis, how do communicators tell stories. The data collection techniques are observing Sahaja's advertising materials and literature study, analysing each ad frame and duration individually, and selecting and grouping according to the research focus for data presentation. In conclusion, Sahaja's commercial TV commercial carries #NawaituSahaja as its creative foundation. It shows a visual story of a happy family living their life and worship with white domination. Five essential keys visible reflections of Islamic brands narrate the form of a brand that identifies with Islamic characteristics. This research is expected to help provide input or reference for further research and considerations in building an Islamic brand.

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Religiousity Commitment Dalam Memoderasi Hubungan Brand Awareness Terhadap Niat Pembelian

Cited by 4 publications

References 6 publications

Halal Cosmetics In The Eyes Of Millennial Muslims: Factor Analysis Of Halal Labels And Celebrity Endorsers

Halal Cosmetics In The Eyes Of Millennial Muslims: Factor Analysis Of Halal Labels And Celebrity Endorsers

The Impact of Business Motivation, Business Competition, and Brand Equity on Business Development with Religiosity as Moderating Variable (Case Study MSMEs Actors in Semarang District)

Islamic Brand Sahaja in Commercial TV Advertising Messages: Toward the Islamisation of the product

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