Halal Social Media Marketing Activities on Wardah Halal Cosmetic

Indah Purnomowati*  -  Baturaja University, South Sumatera, Indonesia

(*) Corresponding Author
DOI : 10.32678/ijei.v15i2.739

This study aims to describe the halal social media marketing activities related to Wardah halal cosmetics. It examines how these marketing activities influence consumer loyalty and the quality of relationships with cosmetic buyers. The research was conducted among consumers at cosmetic retail stores using purposive sampling, with 200 respondents. Data analysis was performed using Structural Equation Modeling via the LISREL application. The findings indicate that halal social media marketing activities can foster a strong quality of relationship with Muslim women. Furthermore, consumer loyalty has a greater impact on halal social media marketing activities than relationship quality. This suggests that satisfaction with the Islamic values inherent in halal products and their marketing methods, which align with Islamic principles, particularly appeals to Muslim women. This study provides insights for Wardah Halal Cosmetics to consistently uphold halal values in product quality and apply social media marketing under Islamic law

Keywords : Halal; Social Media; marketing; quality; Loyalty

  1. Adhikari, K., & Panda, R. K. (2019). The role of consumer-brand engagement towards driving brand loyalty: Mediating effect of relationship quality. Journal of Modelling in Management, 14(4), 987–1005. https://doi.org/10.1108/JM2-03-2019-0067
  2. Balakrishnan, B. K. P. D., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177–185.
  3. Banerji, R., & Singh, A. (2024). Do social media marketing activities promote customer loyalty? A study on the e-commerce industry. LBS Journal of Management & Research.
  4. Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148.
  5. Byrne, B. M. (1998). Structural Equation Modeling with Lisrel, Prelis, and Simplis: Basic Concepts, Applications, and Programming. Lawrence Erlbaum Associates, New Jersey.
  6. Cheng, D., Liu, G., Qian, C., & Song, Y.-F. (2008). Customer acceptance of internet banking: integrating trust and quality with UTAUT model. 2008 IEEE International Conference on Service Operations and Logistics, and Informatics, 1, 383–388.
  7. Clark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: the role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40–58.
  8. Corbishley, K. M., Meintjes, C., & Mason, R. B. (2023). Loyalty program benefits and their effect on relationship quality and loyalty to the retailer. International Journal of Research in Business and Social Science (2147-4478), 12(2), 1–14.
  9. Gautam, V., & Sharma, V. (2017). The mediating role of customer relationship on the social media marketing and purchase intention relationship with special reference to luxury fashion brands. Journal of Promotion Management, 23(6), 872–888.
  10. Ghozali, I. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 : Update PLS Regresi. Badan Penerbit Universitas Diponegoro.
  11. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
  12. Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191.
  13. He, W., Tian, X., & Wang, F. K. (2019). Innovating the customer loyalty program with social media: A case study of best practices using analytics tools. Journal of Enterprise Information Management, 32(5), 807–823. https://doi.org/10.1108/JEIM-10-2018-0224
  14. Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76. https://doi.org/10.1016/j.tourman.2014.09.001
  15. Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351.
  16. Ibrahim, B., & Aljarah, A. (2023). The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications, 29(1), 1–25.
  17. Ibrahim, B., Aljarah, A., & Ababneh, B. (2020). Do social media marketing activities enhance consumer perception of brands? A meta-analytic examination. Journal of Promotion Management, 26(4), 544–568.
  18. Jamil, K., Dunnan, L., Gul, R. F., Shehzad, M. U., Gillani, S. H. M., & Awan, F. H. (2022). Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Frontiers in Psychology, 12(January), 1–12. https://doi.org/10.3389/fpsyg.2021.808525
  19. Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management, 21(4), 321–338. https://doi.org/10.1016/S0278-4319(02)00011-7
  20. Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
  21. Kwiatek, P., Morgan, Z., & Thanasi-Boçe, M. (2020). The role of relationship quality and loyalty programs in building customer loyalty. Journal of Business & Industrial Marketing, 35(11), 1645–1657.
  22. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51–70.
  23. Ligery, F. (2023). Pengaruh Citra Perusahaan dan Produk Bancassurance terhadap Perilaku Konsumen. Jurnal Studi Multidisiplin Ilmu, 1(1), 35–40.
  24. Ligery, F., Bangsawan, S., & Mahrinasari, M. (2021). The Effect Of Relationship Quality On Attitude Mediated By Word Of Mouth In The Perspective Of Relationship Marketing (A Case Study In The Election Of The Member Of The Regional People’s Representative Council Of Lampung, Indonesia). Journal of Positive Psychology and Wellbeing, 5(4), 1077–1092.
  25. Sekaran, U. (1992). Research Methods for Businnes, a Skill-Building Approach (Second Edi). John Wiley.
  26. Sheth, S., & Kim, J. (2017). Social media marketing: The effect of information sharing, entertainment, emotional connection and peer pressure on the attitude and purchase intentions. GSTF Journal on Business Review (GBR), 5(1).
  27. Suganda, A. D., & Suraya, I. (2024). Optimizing Digital Entrepreneurship Interest Among University Students: The Impact of SEHATI Program and Halal Certification in The Age of Social Media. Journal of Islamic Economics and Finance Studies, 5(1), 210-224.
  28. Walter, A., Müller, T. A., Helfert, G., & Ritter, T. (2003). Functions of industrial supplier relationships and their impact on relationship quality. Industrial Marketing Management, 32(2), 159–169.
  29. Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010189
  30. Wibowo, H. T., & Haryanto, Y. (2020). Kinerja penyuluh pertanian dalam masa pandemi covid-19 di Kabupaten Magelang. Jurnal Penelitian Peternakan Terpadu, 2(2), 79–92.
  31. Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
  32. Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking, 25(9), 3882–3905. https://doi.org/10.1108/BIJ-05-2017-0092
  33. Yu, X., & Yuan, C. (2019). How consumers’ brand experience in social media can improve brand perception and customer equity. Asia Pacific Journal of Marketing and Logistics, 31(5), 1233–1251.

ISLAMICONOMIC: Jurnal Ekonomi Islam
Published by Departement of Islamic Economics, UIN Sultan Maulana Hasanuddin Banten - Indonesia

Main Building of Faculty of Islamic Economics and Business, UIN Sultan Maulana Hasanuddin Banten, Jenderal Sudirman Street, No. 30 Serang 42188 Banten Indonesia
Phone: +62 81511475475
Website: https://journal.islamiconomic.or.id/
Email: asep.dadan@uinbanten.ac.id

ISSN: 2085-3696 (Print)
ISSN: 2541-4127 (Online)

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

Get a feed by atom here, RRS2 here and OAI Links here

apps